By Tom Warthen – President, ProSite Web Design LLC – www.websitedesignersdc.com

As the world’s largest search engine, Google processes more than a billion searches every day1 and takes in more than $10 billion per quarter in ad revenue alone2. This revenue is largely driven by competitors that know the value of directing targeted customers to their own websites.

Internet marketing is an essential part of business strategy for almost all successful companies today and, given the competition out there, it is important to get the most value out of each and every visitor to your business website – and that starts with your landing pages.

Landing pages are the pages within your website that a visitor first sees or “lands” on. In your marketing and sales campaigns you can designate specific pages that you want your target audience to see first. For example, if you are targeting government clients and you send an email to prospective customers, you can include a link to a page within your website that is tailored with case studies and testimonials from other government clients that you have successfully helped already.

Simply put, landing pages, or lead capture pages, should be converting visitors into buyers. A web page with targeted content and a “buy now” button, contact form, or an e-mail newsletter sign-up field may serve the purpose, but know that today’s landing pages can also do much more. In fact, they can help you attract, segment, and track leads throughout the sales process. By analyzing this activity you can determine where your advertising effort is best spent.

Here are some features you can add to your landing pages to make them more efficient and improve your bottom line at the same time. Give them a try and see their value firsthand:

Track-by-campaign

It’s great to look at your sales, revenue, and marketing costs in an overall sense, but that won’t lead you to any insight about which specific campaigns are working. By using more advanced metrics, you can use your landing pages to track visitors based on the campaign or ad group they’re coming from, and then make smarter marketing decisions going forward.

Automated entry into your Customer Relationship Management (CRM) platform

If you are still entering prospect information by hand into a CRM system or a database, then not only are you risking typos and other errors that could decrease your overall ROI, but you could also save time for other projects by putting your landing pages to work for you as more efficient sales tools. For instance, you can use your landing pages to gather data and share it through automated scripts, which become increasingly important as your campaigns grow.

Segmented marketing groups

At some point, you’re going to want to follow up with large numbers of potential customers, perhaps to announce a new sale or service. However, you might not want to send the same marketing piece to all of them. In those situations, having your leads segmented into separate groups – based on their source, customer type, or behavior – can make an enormous difference in response rates and sales.

Automatic interval responses

We have written in the past about the value of having an automated follow-up system integrated in your business website, and it’s one of the first things you should look to add to your landing pages. There’s nothing better than a website that increases your revenue all on its own – 24 hours a day, 7 days a week.

Need help turning your landing pages into a more powerful marketing tool? Contact ProSite today and let us show you what we can do.


Tom Warthen is the President of ProSite Web Design LLC and has been helping businesses looking for a high return on their online marketing investment since the early days of the Internet in the 1990s. To learn more about how to make your website the best it can be, and to contact ProSite Web Design for a consultation, visit http://www.websitedesignersdc.com.

1 Jeff Bullas. “50 Amazing Facts and Figures About Google” 16 May 2011. Web. JeffBullas.com. 8 Oct 2012. http://www.jeffbullas.com/2011/05/16/50-amazing-facts-and-figures-about-google/

2 Judith Aquino. “Google Introduces AdWords Business Credit” 8 Oct 2012. Web. DestinationCRM.com. 9 Oct 2012. http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Google-Introduces-AdWords-Business-Credit-85438.aspx

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