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Landing Pages

By Joshua Reynolds - Last Updated on 05/22/2012
One way to target niches of your business is to build landing pages that are written specifically for that audience. For instance: You are a car dealer. You create a landing page describing your latest sale, another with your deals on Ford trucks, and one describing all your deals under $10,000.

The purpose of landing pages is twofold. First, they increase your relevance for search results. Secondly, they are a destination for your advertising campaigns, written and illustrated in a way that reinforces the message in your marketing. Compared to your website's home page, landing pages typically have a much sharper focus. Customers arrive (or "land") there by clicking on an advertisement, or by making a search, or by responding to one of your newsletters.

Landing pages are a call to action — a customized sales pitch written for someone searching for something specific. They must cut straight to the point. The content of the page is an answer to what your customer searched for. Landing pages exist purely to make your product or service easy to find and buy. Their no-nonsense precision is exactly what makes them effective for engaging customers.
Bozeman Deaconess' Embedded Video
As the web matures, users increasingly look for interactivity from the sites they visit. Over the next few months, we’ll serve up bite-sized discussions of web interactivity — the merits of different approaches and whether they’re a good fit for your website.

Your website is looking great. Everything is well-organized and you're pleased with the layout and the imagery. It captures your brand and is written just right. But you're not reaching all of your customers! Many people are visual learners, and others just prefer the dynamism of video to the simplicity of text.

The next question is how best to integrate video into your website. The simplest way is to record or include existing short videos advertising your company's product or services. You have the option of using YouTube or Vimeo – which are rather easy to use – or hosting the video yourself, for greater control and reliability.

A somewhat more sophisticated strategy is to get the attention of your customers and potential customers with a series of mini-courses. Plan a sequence of brief and easily-digested lessons or explorations of ideas related to your business. These videos can be embedded on your website, but may also be emailed to your customers as an invitation to further engagement. This strategy, if executed well, can draw your customers in: Basic lessons may lead to more advanced courses, and fresh content on your website can always draw interest.

We've established that videos are a good way to add interest and interactivity to your website. Are they worth it for you? We recommend starting small — perhaps a short promotional video — and developing a more advanced strategy as you gain experience.

Next month: Interactivity Series #3: Newsletters
AK Drilling's New Website
AK Drilling is a Montana success story. Although their headquarters are in Butte, AK drills worldwide, with a second base of operations in Colombia. Reflecting their international stature, we built them a world-class website.

Their new site features fluid animations and an immersive design. Dig in and see what they're all about:

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Joshua Reynolds: President and Founder

About Joshua Reynolds

Joshua Reynolds is the founder, president, CEO, and chief architect of JTech Communications. His extensive, 30+ year career has spanned management, Internet systems, information architecture, and web technology of all kinds. Josh’s career is defined by reliable, actionable strategies that his clients can actually use to improve their business.