Landing Pages - How they can help your company

Guest post by: Leanne Bucaro
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Using Social Media to Build Your Brand - By Leanne Bucaro

What is a landing page?

Sometimes known as a lead capture page it is used for online marketing. It is a web page a visitor reaches after clicking an online ad or link. It is a way to convert web clicks into clients. The page will contain detailed content of the product or service mentioned.

There are two types of landing pages:

1. Organic or “reference” landing page:

An organic or reference landing page presents information that is relevant to the visitor and used for advertising or campaigns and usually not part of the main site but geared toward a specific source of traffic. These can display text, images and links to direct to the main site.

2. Transactional landing page:

A transactional landing page’s goal is to persuade the visitor to complete a transaction and buy the product or service by filling out a form or being involved with the advertisement on the page.

5 must have components for your landing page:

1. Strategy – create an interesting headline, since that is the first thing the visitors read. Create a Unique Value Proposition that will describe the market and the difference between your competitors and your own business

2. Lead – must be interesting enough to capture your visitor’s attention and make them want to keep reading

3. Benefits – this is your chance to really sell your product. List the benefits of your product and what it has to offer your visitors

4. Offer – this asks your visitors to purchase, sign up or opt-in

5. Look and feel – make sure the page has critical elements that builds trust and worthiness to the visitor

5 practices to keep in mind:

1. Content counts – Make sure everything the visitor reads is valuable and useful information that will capture their attention

2. Keep it simple – everything must be clearly explained and specific. Make sure to edit!

3. Beyond the page – make it an experience and be creative – not just a page

4. Testing, testing, testing – conduct tests to see what’s effective and what’s not

5. Analysis – what do users use most? What drives them away?

Landing pages are a great way to provide your customers with all the information they need in one convenient location and can drastically improve your marketing efforts.

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Using Social Media to Build Your Brand - By Leanne Bucaro

About the Author: Leanne Bucaro

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With more than fifteen years of experience in communications and media, a strong background in film and television, branding strategies and public relations, Leanne is able to assist organizations in brand creation, brand values and communication and promotion to internal and external shareholders including media. A seasoned public relations professional, Ms. Bucaro launched her career writing for the Film and Television industry. She transitioned into advertising and soon launched into the political arena in corporate communications with the Provincial Government of Ontario. Having excelled in various management positions Ms. Bucaro entered into the high-tech market with Bell Mobility, where she was instrumental in the launch of Digital PCS for Bell Mobility. Leanne has managed Public Relations, Communications and Investor Relations teams in various high-tech companies, from start-up to publicly-traded corporations. This range of perspective provides companies with invaluable information on situational analysis and communications opportunities and challenges based on her experience and expertise.
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