"Sending guests into your house through the front door—with no previous knowledge of your floor plan, and no escort from someone who knows the house—seems rather rude," says Justin Talerico in a recent post at ion interactive's PostClickMarketing blog. "Certainly it would be uncomfortable for [them] to wander around your house trying to figure out where to go and what to do."
Well, here's a news flash: The same applies to your website. "Your Web content is … deeper and more diverse than you probably appreciate," Talerico notes. And if you don't have a number of welcoming "doors" (landing pages) into that diverse content, your site visitors may well stand at the entrance feeling alone and confused.
So, welcome them in!
Talerico offers a breakdown of how landing pages done right "punch direct doors into your vast and varied house of content":
- Welcoming landing pages "make friendly introductions that lead to comfortable conversations."
- Diverse landing pages lead visitors "to the spaces that most closely align with their intent."
- Focused landing pages match your visitor's intent more closely with your site content, thus boosting "the alignment of your goals and theirs." And that, Talerico concludes, is the very definition of "conversion."
The Po!nt: Refinish those doors! Applying a few "home improvement" tips like these to your landing pages could put site visitors more at ease—and boost your conversion rates.
Source: PostClickMarketing. Read the full post.
Hear ion interactive's Anna Talerico speak on creating high-performance B2B landing pages at the MarketingProfs' Digital Marketing World—Fall, September 16. It's FREE.
by Christina "CK" Kerley
