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Start-Ups

Optimizing your Landing Pages for Digital Marketing Success

By Barbara Beauregard   |    March 4, 2016   |    8:55 AM

You’ve been running paid search campaigns and optimizing your website but you’re still not seeing great results from your digital marketing. It could be that your landing pages aren’t up to par. 

Here’s a great start to creating killer landing pages.

Stick to the Fundamentals

Sticking to the basics when it comes to landing pages can transform your site and draw traffic like never before. Apply these tips dynamically and then you can tweak and enhance your landing pages in more detail later.

1. Send your audience to a relevant and targeted page. Most business’ home pages are an unfocused confluence of goal-oriented communication, usually decided by committee. Resist the urge to send people there by default—a home page is better oriented to the curious web explorer rather than the person clicking through from a targeted link. A landing page should serve one goal, message or action.

2. Provide a unified experience. The problem with much of web marketing is that it’s often inconsistent. From the advertisement through the landing page and on to the intended destination, the design, messaging and tone of the web experience should be consistent with the expectations that your advertisement, link or banner established from the time your user clicked on it.

3. Don’t be boring. The fact of the matter is that most web content is boring. There are former factories in Silicon Valley full of bright young minds playing ping-pong, surfing the web in bean bags, and churning out the dullest copy known to man. When you’re building your landing pages, strip it all back and get to the point. You may have to provide a little bit of editorial or instructional education to your users but don’t let your primary point get lost in the mix.

4. Focus your user’s attention. A clear and concise headline can do wonders to focus the attention of your click-through users. Make the headline clear, easily noticeable and in the most relevant position on your page. If it’s well-written, it will capture your users’ attention and potentially drive business to your site, which is the point of this exercise in the first place.

5. Remove the clutter. There’s a reason that clickbait sites like Buzzfeed drive traffic—they’re addictive and focused. As you create your landing page, step back from time to time to take in the big picture and examine how many elements are vying for your attention.

6. Remove the navigation. Just because you have a banner or an advertisement doesn’t mean that you have promised users a full-scale website experience. You have paid to get users to a singular experience, so keep them focused on your landing page. Every navigation option you provide dilutes the attention of your user, so focus on what you want them to absorb.