Whenever a business decides to run an online campaign directing potential customers back to their website, rather than send them to an existing home page or other internal page, it’s useful to create a separate landing page.
Not only does this allow you to track the results of the campaign very well by segmenting traffic that has been generated as a result of the campaign, it also provides a clear set of instructions for what you want the visitor to do.
It’s not enough to get the visitor to the landing page, you then have to have them do what you ask! Whether that be providing their details, subscribing to a database or something else.
With that in mind, here is a blog I wrote for the Websites 4 Small Business website that addresses some of the best ways to improve your landing page to ensure lead conversion.