What a Landing Page Actually Is

Original Article from IntelliSites, the smart choice for web design (and SEO!)
Let's dish a little bit about landing pages.  I've mentioned them here and there in previous posts, but darn it, it's time to give them the spotlight for once.  After all, they're pretty super.

The idea behind a landing page is to elicit a specific action from your client.  It might as well have a big red flashing button on it that screams CLICK HERE NOW!  YES, WE MEAN YOU!  (And some of them actually do, although most others are subtler.)  Your home page and many other pages on your site are what we might call "open ended", very choose-your-own-adventure-esque.  On a landing page, conversely, your visitor is encouraged to do one specific thing.

Like What?

For instance, maybe you're trying to collect contact info for your mailing list.  A landing page can include a form for your visitors to fill out and a large enticing button for them to click when they have finished.  You'd make the button enticing by having the copy on it read something like "Click here for your discount code!" or "Click here for a free trip to the zoo!"

Or, depending on how you set things up, perhaps you already have a separate page where the customer can fill in his contact info, and you could set up a landing page where the customer will end up (or y'know...land) after entering the information.  If on the first page, you promised the visitor a coupon code, this would be the page where they get it.  So now that they've arrived here, your goal is to get them to use it, pronto.  On this landing page, then, you would set up a large button encouraging the visitor to "Shop Now," and clicking it would send the customer into your online catalog.

Basically, the reason for these pages is to get your customer away from other distractions and choices so you can just come right out and ask them for something.  And if your writing on the page is compelling enough, they just might do it.

Integrating Your Website With Other Marketing

Original Article from IntelliSites, the smart choice for web design (and SEO!)
It might be an obvious point, but it's one worth making - you want people to visit your website.

Other marketing efforts you may be running - e-mail campaigns, social media efforts, direct mail - are great and help to promote your company.  But don't forget that in addition to promoting your company in general, they should also be promoting your website, specifically.

Here's why - your website (should) have the most updated information about what's going on with your business.  (It does, right?  Good.  Give yourself a pat on the back.)  It's the place that you can advertise things like current promotions, new merchandise, up-to-date prices.  You want traffic at the website because you want people to have the most accurate information about your company.

Not to mention that getting your clients in the habit of visiting your website is never a bad idea because it brings your company name into your clients' minds.  Once that site has been visited, it's going in their internet history, or maybe even getting bookmarked, so it's possible they could be seeing your company's name every once in a while when they are clicking around on the web for other reasons.  And that's totally free marketing for you.

So if you are planning to send out some type of printed mailer about your company, instead of including a coupon on that piece of paper, mention that there are coupons available on your website.  Or when you send out an e-mail blast, make reference to some "online only" promotions that can be accessed at your website.  Even on your social networking sites, the ultimate goal is to get people to click over to your actual website.  It's great to have Facebook fans, but what you really want is for those people to visit your page where they can get tons more information (and maybe even make a purchase!).

The business that gets the most traffic on its website wins!

Don't Leave Your Website Lonely

Original Article from IntelliSites, the smart choice for web design (and SEO!)
If you have an awesome website, you may think that you have taken care of a huge piece of your company's marketing picture.  And you are correct.  Except for one thing.  Once you have an awesome website, you need to get people to visit your awesome website.

Let's think back to years ago before you were a successful business owner.  At one time, you were probably a nine-year-old kid with a lemonade stand.  And, if you were a really motivated young entrepreneur, you may have decided to market your lemonade stand by printing up fliers on your dad's Apple IIe.  After you had taken the time to design these fliers, would the nine-year-old you most likely A) leave the fliers on your back porch hoping that the wind would blow them around the neighborhood or B) take a spin around the neighborhood on your bike, passing fliers out to everyone you meet?  Chances are, if you really wanted to save up for that Atari, you got those fliers into people's hot little hands. And on telephone poles, and on windshields, and in mailboxes...

You need to bring some of that youthful energy into promoting your website. You've worked hard to design a great website for your business, and you need people to see it so it can do its job and get you some work.  Luckily, bike riding around the neighborhood with fliers is not one of the recommended methods of advertising your site.

But here are a few things that might work.

Send out an e-mail blast. Remind your loyal customers that you have a website and that it's worth checking out by e-mailing them a link.  That's especially recommended if you've recently made changes to your page, or even better, added new features such as a blog or a link to a social networking page you've set up for your company.

Do some search engine optimization. The main way new customers will find your website is through their favorite search engine, and if you're not one of the first ones that pops up, you're in trouble.

Set up a pay-per-click campaign. This will get your site noticed on search engines, pronto.  For more info on how to do this, click here.

Send out a mailer. Here's a throwback to your lemonade fliers -- you can also remind your customers that you have a website by sending a message on actual paper through snail mail!  And for those of you who are still nine years old at heart -- we didn't mean to discourage you before -- if your trusty Huffy is still kicking and you're up for the challenge, no one's going to stop you from hopping on and distributing them yourself.

Should You Redesign? Part 3: You're Not Paranoid, They Are Talking About You

Original Article from IntelliSites, the smart choice for web design (and SEO!)
It's sad but true...humans are lazy buggers.  Most of us look for the path of least resistance in any given situation.  When given the choice between two options, we usually go with the choice that is easier.

I mean, really, when's the last time you took the stairs to the 83^rd floor, used an abacus, or churned your own butter?

Exactly.

Even though using the web never takes as much energy as, say, a transatlantic swim, we're still inclined to seek out the websites that are easiest to use, and we tend to complain about sites that slow us down or make things difficult for us.

If your clients are people like you, they are probably going to have the same types of complaints about your website that you have about sites that annoy you.  C'mon, you know that there are websites that push your buttons.  Maybe it's your cell phone company's site and it takes (gasp!) thirty seconds to load.  Or maybe it's the site for a retailer whose online ordering process is drawn out and confusing.  Or it's possible you went on a company's website just looking for some information about its services, but the info you sought just wasn't easily accessible.

Chances are, if you found yourself on a website with one of those symptoms or another exasperating issue, you gave up and found a competitor's site that is easier to use.  And, in another living room across town, some other fellow who is surfing the web in his boxers might be giving up on your site because of the arduous challenges it presents.  Even if your issues are subtle, chances are, someone is going to turn away from your website in favor of one that saves him twelve seconds or an ounce of frustration.

The good news about criticism is that it can be constructive.  If your clients are moaning and groaning about aspects of your website, listen to what they have to say.  They can give you an outsider's perspective on your site and help you understand the challenges a visitor will face.  This information will help you out big time when you start your redesign.

Remember, the customer is always right, even if he happens to be a complainer who likes to search the internet in his underwear.