Consider your website to be an airport, and your site visitors are going to land on the runway to which you direct them. An airport can’t just let airplanes choose the runway they want, as that results in crashes. You shouldn’t be allowing new visitors to choose the page on which they land; not if they’re a new visitor from a marketing piece.
Sure, many will arrive via searches, and they’ll end up on the most relevant page. You’ll have lead generation calls-to-action on most of your pages, so that’s OK. But, when it comes to specific marketing, ad campaigns, and effective lead generation, you need to direct them to where you want them to land. Not doing so won’t be as catastrophic as our airport example, but you definitely will not get the leads you can through creation and management of landing pages designed with your mission in mind.
First, you should consider every page you create, every article, and every blog post as one type of landing page. They are pages where visitors land from searches or navigating around your site, landing on information they’re seeking. Each should be thought of as covering a topic or answering a question.
So, if you are writing a blog post or article about “what is a title binder exception,” it’s going to appear on a page of its own when a searcher arrives. Now it’s a page on their screen on which they’ve landed, and it’s relevant to information they’re seeking. You can create calls-to-action with specific page-relevant premium content or report offerings to get leads from that page. You might offer a copy of a title binder exception page via email. Use strategies we’ll discuss here when talking about specific marketing landing pages.
So, what is a successful specific marketing landing page?
The best way to explain this is an example. You’re starting a marketing campaign targeting listing prospects in a neighborhood you’re farming. You want to focus on some of your listing marketing approaches not offered by many of your competitors, or that you believe you do better. Let’s get even more focused for this example; you use professional photographers for your listings and want to promote this as a cut above the competition.
You plan a direct postcard mailer into the neighborhood, and for the cover, you use one of the most dramatic recent photos from a listing, perhaps an interior shot that doesn’t create a recognizable privacy issue. In fact, interior shots are where the ball is dropped most often by agents who do their own photography, resulting in poor lighting, bad coverage of the space, and blown-out windows with dark interiors.
All agents have recognized the value of placing their website address on their print marketing, but too many of them just use their home page address. Assuming a homeowner receives this mailer, is considering listing their home, and is impressed with the shot on the postcard, it’s a poor strategy. Sending them to your home page is a great way to never find out who they are or get a listing presentation appointment.
The landing page you want to create for this mailer will be dedicated to promoting the benefits to the seller in having the highest quality imagery used in marketing their home, including:
- Higher resolution for the Internet
- Highly detailed images for print advertising.
- Perhaps a slideshow, HDR (High Dynamic Range) images and/or panoramas if you use them.
Your page article will focus on how buyers rely on the Web to find potential homes to buy, and they can be turned off quickly by poor photography, or inspired to see a home when the images grab them. The same applies to print marketing. There is also a tendency to share more on the social sites when photos are dramatic, increasing listing exposure.
You’ll have example interior and maybe non-identifiable exterior images on the page, as well as information as to the equipment used by your photographer to create them. Some testimonials from past seller clients who have great things to say about your marketing and how the images helped or buyer comments will be super on this page.
So, how do you generate a lead; what’s a good call-to-action? You can get creative here, but one way may be to have your photographer create a portfolio of high resolution local scenic shots for you to give away. Create a page, not in your navigation structure with these images and offer that link via email in a call-to-action. You may also want to print some of them out in 4 x 6 or 5 x 7 format and offer them via mail.
Your goal is to take this person who shows an interest in high-quality photos and listing their home and get them to tell you who they are. There are other ways to do this, and there are other calls-to-action that can work. This is just one example of how a landing page strategy can really grow your business.