Flying Around the Web, then You Need a Landing Page
Landing pages in the pay-per-click (PPC) world are key to conversion success. Many organizations don’t like to have multiple landing pages, but the secret is in targeting the landing pages to specific audiences and PPC offers.
Your website is probably fine for most of the people who stop there. But for people who are responding to a specific offer, they are looking for a direct connection (or a visual offer-to-landing-page link) between the offer they just clicked and the page they landed on. Google is also looking for that linkage and indicates that linkage in the Quality Score you receive.
Creating landing pages allows you to:
- Match the look and feel of the PPC ads
- Improve user experience by simplifying the clickable areas and navigation
- Offer more conversions opportunities, from video to white papers
- Offer micro-conversions for people who need more information before sharing their email and other data
- Collect data in one click
Landing pages can be ultra-optimized for smartphones, so they provide a better overall experience than your home page ever could. The final advantage is that you can easily change your landing page if you are not seeing the conversions you were expecting. Changing a landing page is easier to do than making changes to your website.
You are clear to land.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.