Today what we’re going to be doing is continuing on our AdWords Optimization Course: Week #1 – Day #5, and we’re talking about landing pages vs website pages. Stay tuned.

Landing Pages vs. Website Pages

So what exactly do we mean when we are talking about landing pages?

Landing pages are the first place that people land once they click one of your ads. Now, a lot of people, especially those who are new to PPC or Google AdWords will try to drive traffic right to the front page of the website, because they think, well, we have a ton of different services, and we want to be able to showcase all of them.

The problem with that is you have only a few seconds to get that person’s attention. If they have to look around for what they’re looking for at all, there’s a very good chance that potential buyer’s going to click the back button and move on to the next search result.

In this example, I’m looking for a DeWalt drill which is a very specific type of drill.

So I type “DeWalt drill” into the Google search engine.

The second result down is a listing from Amazon. DeWalt cordless drills, free two-day shipping with prime. Let’s click on that.

When we click, it takes me right to a page with a number of different DeWalt drills on it because I wasn’t really specific.

 

There are impact drills, there are brushless drills. There’s a number of different options, but it does take me to a page specifically with DeWalt drills.

Now, if Amazon would’ve taken me to the front page of the website, I guarantee you they would have lost me immeditaely. I might type something into the search box they have and I would have to go through so many categories to just find the department that sells drills, that they would lose me. It’s too hard to find. You get the idea.

When somebody types a search term in, you want to take them to the exact page with the product or service that they are looking for. The longer they have to search for that on your website, they’re gone.

Now, let’s say that somebody is looking for a pay per click manager, which is obviously a service that we sell. If somebody is looking for pay per click management, we would run an ad to a landing page like this.

The first thing that they see is PPC management. That is by design. We want them to know that they are immediately in the right place. Right under that it says:

• Need a new PPC management company?
• Need new AdWords account or campaign setup?
• Need an audit optimization?

Schedule a call today (which is our call to action). Below that is a little bit about us. Then there lists some of our other services, some more facts about us, testimonials from previous clients and then more calls to action throughout the page (the big green buttons).

But the majority of the people who land on this landing page will never scroll past what they initially see when the page is loaded. That is why we want a couple of call to actions right at the top.

First, we want our phone number right here at the top of the page where everyone can see it without having to scroll.

Second, a web form or a button for them to click to get in touch with us today.

This is absolutely imperative that these are right on the top of the page where they can see it immediately, without having to scroll.

Now, if you are marketing a specific product or service, I would always encourage you to take that visitor right to that page that offers that service.

Here’s a look at the front web page of our website, Mancini Digital. This is our agency website.

As you can see, if I would have taken somebody to this web page, this is more about just getting their attention.

They can scroll down the web page, and they can see some social proof. They see PPC marketing management and training, but it’s a bit down the page.

And we have a number of different services. We do pay per click set up, we do PPC management, we do training, and we also do consulting.

So if I’m marketing our PPC management service, I don’t want to take somebody to the homepage where they have to look for it. I want to take them to the landing page that talks about PPC management specifically.

Landing Pages Win The Battle Over Just a Web Page

By doing this you will find that your conversions will skyrocket immediately, especially if you’ve been driving traffic to the front page of your website where it’s not very targeted.

All right? Hope that helps. We’ll see you next time.

Thanks so much for watching our video talking about landing pages vs website pages. If you enjoyed it, please like it and subscribe to our channel, or if you know someone this video could help, please take a quick second and share it with them.