Most business now have a website. The days when producing one was expensive and a technical challenge are in the past. However, the vast majority of sites have to serve many purposes including:
- Customer support
- Staff recruitment
- Event promotion
- Dissemination of news
- Publishing legal and regulatory notices
When the business is looking to drive visitors to its website for a specific reason, perhaps a special offer or promotion, then the "Jack of all trades" nature of most sites can mitigate against success.
The answer to this problem lies in the use of "landing pages". A landing page is new web page designed with one particular message and purpose in mind - perhaps talking about a new product offer or a new discount scheme: the idea being that the visitor driven by a marketing effort is presented with exactly what they expected and not much else.
Traditionally, landing pages have been used by larger organisations with big marketing and IT budgets but there are now new services which make the whole process easier and within the reach of smaller businesses.
One such service is Unbounce. Unbounce allows users to easily create specific-use landing pages from pre-designed templates. If desired, multiple pages can be created and traffic stats compared to see which messages work better. Lead data can be collected using ready made forms and the service is integrated with Mailchimp and Google Analytics.
Unbounce offers a free account plan and their basic service starts at just $25 per month.
Businesses that want to take their website and social media marketing to the next level should be looking at landing pages. Trying to get a standard website to be all things to all people is a recipe for frustration on both sides.