Landing page quality is the most overlooked element in web marketing today. Just because you can write a good PPC ad and apply the appropriate keywords does not mean that the conversion percentage is worthy of praise. It takes skill and research to understand your target audience and then the creativity to execute the creative brand to achieve the goal(s).

Your business attracts many different types of visitors to your site. These may include some or all of the following:

• Prospects
• Clients
• Business Partners
• Competitors
• Job Seekers
• Employers
• Employees
• Investors

You must appeal to all of these types and do it effectively and efficiently. There is a science to branding and creating the style and appeal of the site.  Design is the catalyst to conveying the message.

The general landing page practice is to provide a detailed overview of your company and to give each of these visitors a taste of what they are looking for. Your landing page should be modified to best serve the highest % of visitor type as well as serve up the Call to action. All visitors may be interested in the same product line, or service model but not all visitor types will be drawn to the same verbage or images. Being broad is the key to success.

Some visitor types are more likely to find the relevant information on your site by themselves, but not all types have the patience nor the desire to dig through site maps or clicking through different levels of navigation to ultimately find a buried link.

Cover all of your visitor types but put emphasis where is is deserved. Remember to be clear, concise and do all in a non confusing environment.  Go back to basics with the K.I.S.S. method (Keep It Simple Stupid).  It always works.

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