07 Aug How to Use Custom Bankruptcy Landing Pages to Increase Conversion Rates
How landing pages improve your website visitors’ experience on your site
Your website’s objective is more than just conveying information to your site visitors. An effective website creates a conversation with your customer. From the time your visitor first arrives at your site to the time that they decide to contact you, your website bears the burden of engaging your customers in dialogue.
But how do you ensure that your website does this effectively? One way is through developing and implementing an effective landing page strategy.
What are landing pages and why are they important?
First impressions mean as much for websites as they do in relationships. Within a few minutes, your website visitors pass judgments (good or bad) on your site, which greatly affect whether or not they decide to contact and eventually hire you.
A landing page, or the first page that visitors come to when they click on your ads, gives you a chance to create a solid first impression by connecting with the visitors’ needs and interests directly. The more generic the landing page, the more disconnected your visitors will become with your site. The more specific and tailor-fit your landing pages are to your customers’ needs, the more engaged they will be with your site and the more your website will convert traffic into leads and clients.
A landing page example
To illustrate the importance of having effective landing pages, consider this example:
5 individuals search online for different keywords: “how does chapter 7 work”, “need to file bankruptcy”, “how to rebuild credit after bankruptcy”, “difference between chapter 7 and 13”, “how to avoid foreclosure”. How well is the website prepared to meet these unique search needs?
A bad advertiser would have generic ads show up for all of these keywords, while a good advertiser would have custom ads like these appear for each respective keyword phrase. These ads would directly meet the interests and needs of these respective search intents.
Next, an ineffective advertiser would send all these searchers to the websites’ home page. But the home page would be completely ineffective in communicating a custom message to these visitors. Why? Because it forces the visitor to search to find the specific website page(s) that answer their questions or meet their needs. It creates friction and an unnecessary step for your visitor to have a good website experience. There is a better strategy.
A better advertiser might have a more custom landing page, such as this one, for advertising. This page would more effectively communicate with the customer in a dialogue, but still fails to establish a custom message to each visitor based on the keywords they searched for.
The most effective advertiser would develop custom landing pages, one for different keyword themes. These pages would deliver highly tailored messages by addressing your website visitors’ unique needs and interests.
Sure, implementing custom landing pages requires work! But as you create pages that connect with your variety of website visitors, you will reap the fruits through happier website visitors, more website leads, and more clients.
How can you develop and use custom landing pages?
Developing a custom landing page strategy is very easy. With a few hours a month, you can have a robust landing page strategy implemented.
- Determine what landing pages need to be created. Determine the most popular search terms through keyword research and decide if a custom landing page for those keywords would help the visitor have a more engaging experience. If you have webpages already on your site that meet their needs, use those. If not, you may need to create new pages.
- Determine the landing page content. Think from your customers’ perspective. If you were searching for the keywords that they are searching for, what information or message would you hope to hear when you clicked on an ad and came to the website? Use strong headlines, subheadlines, images, bulleted text to make the page easily skimmable. Make sure to have the content relate directly to the keyword phrases used and search intent expressed when your visitor searched.
- Run tests. Set up experiments to test different landing pages. Determine which landing pages go with which ads and set a timeline for testing the landing pages.
- Gather data. Use data to determine landing page successes and failures. With Google Analytics and Adwords data, you can determine what landing pages led to increased conversion rates and which ones didn’t. Don’t be afraid to experiment with new landing pages and let the data be the impartial judge as to whether or not your landing page was a success.
- Repeat! Continue to refine your landing pages and develop new ones as needed. Over time you will learn what messages are connecting with your customers. Eventually, you may not need to develop new landing pages, as long as the ones you are using are generating results.