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Imagine you weren’t feeling too well and made an appointment with your family doctor. As you sit down, your medic says: ‘Okay, to find out what’s wrong with you, I’ll start at the head and work all the way down.’ If you have a sore toe, this is going to be a painful experience in more ways than one!
Of course that wouldn’t happen. Your MD would quickly ask you to identify the problem yourself and then concentrate on this area. Which brings us to your website. When potential customers undertake a search, they are just like the patient with a specific condition to be dealt with. How frustrating is it for them if they then reach a generic homepage – the equivalent of the whole body mentioned earlier – and have to work through it to find their own specific needs being met (or not)?
We know that speed is an increasingly vital factor in the success of web searches. A generation ago, we’d wait several days for a response to a physically mailed request; nowadays if a few seconds pass, we’re already looking for an alternative.
Utilize specific landing pages
This is where wise businesses utilize a series of specific landing pages, ones that instantly hone in on the single reason for the search and deal only with that. In this way, the searcher feels quickly that they have made a useful choice and are prepared to carry on into the page and then through your website to take the conclusive actions you wish.
Such carefully crafted search response devices take that business ahead of its ‘one home page for every query’ competitors. It marks that company out as one which has taken the time and effort to understand, and quickly react to, the actual needs of their potential customers.
Creating such landing pages are a key part of successful web design and development. They may be targeted at a single product or service, but for many businesses where a local area service is being sought, it might also be about placing them in a specific geographic location.
To talk about how landing pages can help build business for your company, please contact our Monster Media team for an obligation-free chat.