The importance of a good landing page or website.

If you are a business owner, I’m sure you understand the importance of advertising online. We live in an age where almost everyone uses the Internet to connect, shop, research and do almost anything else. Gone are the days when we needed to wait until we got home to power up our desktop computers and do our research. Now, we can access the Internet anywhere, at any time using our mobile devices. More recently, users have been turning to mobile as the preferred way to connect to the Internet.

In order for your business to become successful (or remain successful), digital advertising is a must. To get the most out of your online marketing, a good landing page is crucial and here is why:

Ease of use increases conversions:

Whether you participate in online advertising or not, you want everyone who visits your website to have a good experience. Users will often judge your business by the quality of your site. It is extremely important to deliver an aesthetically pleasing, functional website. A user should be able to quickly and easily find any information they need, including how to contact you. If a user finds the information they were looking for on your site, they are more likely to contact you instead of going to one of your competitors.

Your landing page affects SEO:

When implementing SEO (Search Engine Optimization), there are very specific requirements for success with regard to your landing page. Search engines, such as Google, are all about relevancy because they want people to find what they are looking for. The more relevant your site is to your customers, the higher Google will rank you. Best practices, such as using common keywords in your headlines, or keeping the text on your landing page clear and concise, will boost your organic rankings on search engines. Showing on the first page of a search engine will certainly enhance your visibility, but the real measure of success comes after the user has clicked through to your website. Did they find what they needed?

Your landing page affects SEM:

So you decided to pay for your leads using pay-per-click advertising. Your money will almost certainly go to waste if you direct customers to a website from 2002. One objective of a new website is to lower your ‘bounce rate’. This is the percentage of users who arrive on your landing page, then leave before interacting with anything else on your site. Similar to my point on ease of use, the battle for customers isn’t over once a user clicks on your paid ad. Having a website that is clear, easy to use and informative will win over customers. Having a new website will also improve your overall performance with Google’s paid ads. The keywords you bid on are given a rank from 1 to 10 based on several factors. What is one of the factors? You guessed it – user landing page experience. Having high ranked keywords will essentially lower your cost per click and show your ad in a higher position on average.

Your website affects mobile users:

You could have a fantastic website with clear, informative and easy to use pages, but if your website isn’t optimized for mobile users, you will be losing a ton of potential customers. According to research by Morgan Stanley, the number of global mobile users has surpassed desktop users in 2014 for the first time. If your website does not work well or look good on a mobile device, you will lose a large portion of your audience to competition.

Before you dive into any digital marketing strategies with hopes of catching up to the 21st century trends, invest in a quality website. Your investment in a good responsive website (adapts to any device) will show its affect on all forms of digital marketing. Find out what Ferocious Media can do for your business. Check out our website today! 


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