Bloggers talk about squeeze pages and sales pages like they’re the most important content on their blog. But before you visitor gets to the pages he’ll more than likely start with a landing page. So, it doesn’t really matter how great those other pages are if your landing pages don’t work. Now that you’re thoroughly confused, let’s talk about landing pages. What are they and why are they important?
What Is A Landing Page?
Technically, every post and page on your blog is a landing page. A landing page is simply the page the reader lands on when he follows a link to your blog.
Landing pages are generally used by bloggers who use pay-per-click ads to drive traffic to their blogs. They’ll create a specific page to send that traffic to and it’s usually some type of content that pre-sells the product or generates leads. Since they’re paying to send traffic to this page they go to great lengths to create a high-quality page that leads to conversions, whatever that conversion may be.
Why Are Landing Pages Important?
Landing pages are used to get the visitor to perform a certain action:
- Buy a product
- Subscribe to your list
- Click a link
- Leave a comment
- Subscribe to a newsletter
- Go to another page
Instead of the typical informative and engaging blog post, bloggers who use landing pages incorporate copywriting techniques that take the reader by the hand and lead them step-by-step to complete the desired action.
Identifying And Optimizing Your Landing Pages
If you’re not using PPC advertising, you already have landing pages on your blog and you just don’t know it yet. Take a look at your analytics and see what pages visitors are landing on when they arrive on your blog. Chances are there are a few pages that are getting some pretty good traffic. Those are your landing pages. With a little tweaking, they can also be used to increase your conversions.
Define your goals: What goals do you want to achieve with your blog? If you’re like most bloggers you probably want to increase sales, increase subscriptions, and increase traffic, among other things.
Are your landing pages already optimized: Now, take a look at those popular pages everyone lands on and see if they’re optimized to achieve those goals.
Tweak your landing pages: For example, can you tweak one of those pages to include a strong call to action to send readers to your newsletter subscription form? If not, can you send your readers to another page that would have a better chance of achieving that goal?
Once you realize that every page on your blog has the potential to be a landing page you’ll understand why it’s so important to always create high-quality content with a goal, or a purpose. Take advantage of your popular, high-traffic pages. Turn them into landing pages and increase your conversions.