LANDING PAGE OPTIMIZATION

Search engine optimization & online advertising to increase your site’s traffic is only part of the overall process. Once people have found you, you will need to convert them into clients. Landing pages should convince your visitor to stay and perform a specific action, such as calling to inquire or posting your page in online communities for others to view. Don’t just direct visitors to your homepage, instead send them to a highly targeted landing page that moves them into the next step in your sales funnel.

With solid landing pages, your company will enjoy increased admits, a reduced bounce rate (leaving quickly from the page), and a host of other benefits. To illustrate this further, you can also think about landing pages in terms of continuity. Let’s say you specialize in EMDR and you’re currently running an SEM ad campaign targeting search terms related to dual addiction services. Without an effective landing page, potential customers who clicked on the ad looking for more information about EMDR will end up on your homepage. Because you offer options for a range of different addicts, the visitor then has to figure out how to navigate to the section of your website related to your EMDR treatment options. This is already too much effort for most people, even more for addicts or their loved ones.

With an optimized landing page, you could set up a page that’s all about dual diagnosis & treating it with EMDR. When a potential admit clicks on your ad, you can direct them to this specialized page, instead of your home page. They’re immediately met with information relating to what they expected, and they’ll be that much more likely to continue reaching out. Humans favor consistency, and landing pages are perhaps the best way to accomplish this. Ultimately, you’re minimizing disruptions and distractions, and streamlining your sales funnel.

Landing pages also allow for much more organized, accessible data. If you’re just funneling all traffic to your homepage, it’s going to be hard or impossible to optimize for specific content. Making one single change on your homepage affects everyone who lands on it, so even if you bump up the conversion rate for a specific demographic, you may be adversely affected the conversion rate for other demographics.

Like all other online marketing initiatives, landing pages have a big job to perform and only split seconds to do it. Landing pages need to quickly establish who your facility is, your authority on a treatment type, & how to take advantage of that offer or share the content with others. The design of landing pages is the deal closer of your online ad or the catalyst for online buzz about your company.

If your design is not focused enough, visitors will abandon your landing pages. People don’t always wait for pages to load. Based on landing page design alone, they will determine that instantly. Visitors also don’t have the time to make sure they’re on the right page. If your landing pages don’t compliment your online ad creatives or don’t match the page content, visitors won’t stick around.

Your landing page design and marketing copy needs to be strong, clear, and concise to entice your visitors to convert. The design of your landing pages needs to be professional, representative of your brand, and mirror the design of the specific offer or relevant content. All of the best designed landing pages include these elements—and more—to achieve success.