June 4, 2004

When an Internet prospect searches for a specific product or service, he or she types in a keyword or a keyword phrase in a search engine. When that prospect sees your ad listing, he will click on it and visit your website for more information. Will they buy from you at this point? Maybe not yet, but they have certainly done the first step right.

In order for them to buy something, make sure you have a landing page that is convincing and that will encourage them to click on the "Buy Now" button. Today more than ever, landing pages must sell them on the features and benefits of the products or services offered on your site.

Even if you don't sell anything tangible and the purpose of all your search engine marketing (SEM) is to ask them to communicate with you or sign up for your free newsletter, the landing page needs to do the same job: it needs to be compelling and must sell them on your company!

In fact, this is the critical step where many companies involved in online marketing might lose the greatest percentage of their sales. An important part of delivering paid listings that drive real sales to your business isn't just getting additional, targeted traffic to your site, or paying lower PPC costs for the leads, although this is certainly important.

In any SEM campaign, the ROI of your online marketing will increase significantly if you can persuade a higher number of your visitors to become buyers. A compelling landing page, sometimes referred to as a target URL, or a destination URL, can have an extremely positive effect in your overall ROI and your bottom line.

Next: Avoid sending your visitors to your homepage >>>

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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