Advertiser Focus: Ditch Your Website and Start Building Landing Pages

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The following article is part of a new series presented by Jewish Content Network which will discuss business ideas, marketing advice, and feature new business technologies, in an effort to help small business and organizations thrive and succeed. 

Websites are overrated.

The problem with websites is they are created once, and then you leave it up for years to come. Worse, they try to do too much at once – to speak to all your different potential audiences, and get them to do lots of different things: learn more about you, contact you, read your blog, buy your product.

As a result of trying to do everything, websites come closer to not doing anything. In the world of digital marketing, it has long been known that if you want people to take action, you should simplify their decision making process.

Build a page with a singular audience in mind, with a singular action you want them to take. Put everything you’ve got into persuading them to take this action. Only then will you know that you’ve done what it takes to reach them. Only then will your advertising budget really be focusing on getting tangible conversions.

That’s the definition of a landing page. It’s the page a visitor “lands on” after they click on a link in an ad or email. You now have their full attention, and landing pages are best constructed with one clear message on one page. No navigation options, nowhere to get lost, just multiple requests for the user to take their next action towards your desired goal.

It’s a numbers game

In a study conducted by the inbound marketing platform Hubspot, they found that there’s a critical point at which companies start to see a massive increase in their conversion rates. When a company creates more than 16 landing pages, they see a disproportionately positive result, as measured by email signups, requests for info, or products purchased; whatever the case might be.

Why so many landing pages? Because to truly address each specific case, you need a lot of pages. Finding yourself with 16 different landing pages you’ve created is a sure sign that you’ve made a different page for different audiences, for different times of year, for different ad campaignsand promotions you’re running.

Doesn’t it make sense that a landing page designed specifically for your Purim ad campaign would perform better than one that you’d use year round? That one design specifically for a female sub-demographic would do better than one for the general audience?

A well-designed landing page will also give you the benefit of being better able to measure the results of your campaigns. Because every action a user takes will take them to a confirmation page, you’ll know just how well each page is doing and can continue optimizing your pages for better and better conversions.

Delegate the heavy lifting

Creating multiple landing pages can take a lot of work. Fortunately, there are online tools that can streamline the process, with pre-built templates that just need to be customized for your needs.

These templates are mobile responsive and designed based off historical data of what design elements leads to the most conversions. This means you can quickly get up and running with multiple landing pages that are focused on your specific industry and are optimized for results; all while reporting exactly how well your campaigns are doing.

Talk to us today about building a landing page that can maximize your conversions and the return on your advertising investment.

Chaim Chernoff is the Chief Marketing Officer at the Jewish Content Network. Always on the lookout for latest digital marketing trends, Chaim aims to help businesses expand their presence and grow their business in the digital world.  Do you have marketing questions? Send an email to: chaim@jcn.io or chat on WhatsApp