How Geo-Targeted Landing Pages Drive Qualified Traffic to Your Business

What is a Landing Page?

A landing page is where people arrive after clicking on a promotional, advertising or other link that resides outside your website. Such links are known as third-party links or back links. Most website owners use their home page as the primary place to send their traffic and thus, it is where most people "land."

Why Do I Need One or More Landing Pages in Addition to My Home Page?

Internet usage studies consistently show that you have three to five seconds to get and keep the attention of first-time visitors. Most home pages fail miserably at this and lose up to 80% of their visitors in a few seconds as a result. The reasons for this are simple yet largely misunderstood.

Most home pages contain general information and many use graphics that are meant to convey a certain image, similar to a printed brochure. Such home pages are known as "brochure-ware" because they tend to be broad in scope and often provide little more than an overview of the business. And like most brochures, most home pages are inner-focused, self-serving and provide little, if any, problem-solving, benefit-oriented information for the visitor.

And our research consistently shows that 78% of all commercial home pages lack at least four of the five key elements necessary to be indexed properly by the major search engine robots.

Therefore, if you want to rank well in the search engines and you want people to stay and read what you have to say, you must either rework your home page or create one or more targeted landing pages.

What is a Targeted Landing Page?

The ideal targeted landing page is focused on one idea, concept, product or service. If you have three products or services, you should have one landing page for each product or service. If a single product or service solves more than one problem, or if people think of that product or service using different concepts, then you should have a page for each of those problems or concepts.

What is a Geo-Targeted Landing Page?

The ideal geo-targeted landing page is not only focused on one idea, concept, product or service, it is also positioned for one location-specific term, like the name of a city, county, state or region. This is especially important if your customer, client or patient base is geographically limited to a certain radius around your location, known as your trade zone. This is because more and more web searchers are using geo-targeted modifiers (like the name of a city) to search for a local business that might provide what they want.

Do I Need Geo-Targeted Landing Pages in Addition to My Home Page?

Only if you want to be found in the search engines ahead of your competition.