Chapter 9
Giving Your Customer a Soft Landing on Your Website
In This Chapter
- Creating relevant landing pages
- Establishing the credibility of your online store
- Moving your visitor from interest to action
- Generating leads and sales
When (potential) customers click your ad and reach your website, they will decide to stay and shop or to return to Google within seven seconds. Everything about your landing page will either persuade your visitor to stay and play, or to hit the Back button and never darken your door again.
Don't just send customers to your site's home page. You have the ability to send your visitors to the page of their dreams, the one that quickly grants them their fondest wish, that scratches the itch they've never quite been able to reach before, that dreams the impossible dream — sorry, we were channeling Richard Kiley there for a minute. Deep breath. Orchestra fades. Where were we?
The text, the pictures, the design, the loading speed, the contact information, the logos, the multimedia, and the opportunities for interaction all combine to create a gestalt, an instant impression of Perfect Fit, Run Away Screaming, or something in between.
This chapter shows you how to make landing pages that are highly relevant to the keywords and ads that point to them. You discover the most important purpose of a landing page, along with several strategies for achieving that purpose. You find out a few sneaky tricks for building multiple landing pages by doing the work just ...
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