How a landing page prevents you from wasting otherwise good SEO
It’s surprising how many businesses squander SEO efforts by attaining good rank only to immediately lose a sale due to poor follow-up on the click through.
How does this happen? Here’s a simple example. Suppose I want to go on an inexpensive vacation someplace warm and sunny. I type “cheap Caribbean vacation” into the search box. A high-ranking result catches my eye. I click on this link and hit the homepage of a travel agency. And while the agency may indeed have just the kind of deal I’m looking for, it’s hard for me to know that, because the homepage includes too much unrelated information.
So I pop off that site, do another search, click on a different link and wind up on a landing page that features just one fantastic low-cost Caribbean vacation deal. Bingo, I’m sold.
This same scenario applies to links in email marketing messages. If you’re going after targeted traffic, you must offer targeted messages in return.
You need a landing page with content specific to the needs of the traffic being directed your way.
Fail to do so and you’re just wasting otherwise good marketing efforts, not to mention your target audience’s time.