Landing Page Development 101

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Creating landing pages is among the first steps when developing a search engine marketing campaign. Before that step, you need to develop a keyword list, which influences the copy and code on the landing page. Learn more about how to create a landing page using these best practice tips.

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Landing Page Development 101

  1. 1. Landing  Page   Development  101   How  to  begin  the  landing  page  process  and  what’s  needed   to  be  successful.   Becky  Livingston   President  &  CEO   Penheel  MarkeBng     March2014  
  2. 2. What  are  landing  pages?   It’s  NOT  just  any  landing  page  on  your  site.       It  IS  a  page:   1.  That  includes  informaBon  specific  to  a  certain  set  of  criteria.     2.  Where  someone  completes  a  form.   3.  That  exists  solely  to  capture  visitor  informaBon  through  that   form.    
  3. 3. Importance  of  Landing  Pages   •  Allows  you  to   “speak”  to  a  specific   audience.   •  Defines  the  content   rather  than  offers   generic  content.    
  4. 4. Elements   •  Logo   •  Headline   •  Offer   •  DescripBve  Copy   •  Product/Service     •  Call-­‐to-­‐AcBon   •  Form  
  5. 5. Driving  Traf=ic   1.  Paid  AdverBsing  –  Google,  Bing,  Facebook,  etc.   2.  Search  Engine  OpBmizaBon  (SEO)   3.  Email   4.  Blog  Posts   5.  Video   6.  PresentaBons  /  Speaking  engagements   7.  AdverBsing  on  referral  sites   8.  TradiBonal  markeBng  –  radio,  television,  newspaper   9.  Events  
  6. 6. Getting  Started   •  Leverage  a  template  to  create  the  landing  page.   •  Write  SEO-­‐infused  copy  and  headlines.   •  Use  a  compelling  image  that  correlates  to  the  content  on  the   page.   •  Mirror  the  headline  from  the  ad  to  the  page.   •  Keep  the  form  simple.   •  Ensure  the  form  “Submit”  goes  to  a  valid  email  address  that  is   monitored  frequently.   •  Use  a  call-­‐to-­‐acBon  that  makes  sense  for  the  audience.   •  When  you  get  a  lead,  follow  up  within  a  reasonable  Bme,  i.e., 24-­‐72  hours.   •  Measure  the  page’s  results  using  website  analyBcs.  
  7. 7. Who  is  Penheel  Marketing?   Social  media  and  digital  markeBng  consulBng  firm  for  CPA  firms,  small   businesses,  and  non-­‐profits.     hhp://Penheel.com   Marke&ng  Analy&cs   Website  analyBcs,  online     adverBsing  analyBcs.  See     which  sources  are  generaBng     the  most  leads.     Email   Send  personalized,  segmented     Emails  based  on  any  informaBon     in  your  contact  database.   Search  Engine  Op&miza&ons   Improve  your  rank  in  search     engines  by  finding  and  tracking     your  most  effecBve  keywords.   Lead  Management   Track  leads  with  a  complete   Bmeline-­‐view  of  their  interacBons     with  your  firm.   Blogging   Create  blog  content  quickly     while  geing  SEO  Bps  and     best  pracBces  pointers.   Social  Media   Publish  content  to  your  social   accounts,  then  nurture  leads     based  on  their  social  engagement.  

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