If there is one crucial mistake that a number of websites make, it is the lack of having dedicated landing pages. Landing pages dramatically improve marketing effectiveness, but not everyone understands what they are, or what they accomplish.
A landing page is an important component of search engine marketing. In essence, it is a page on your website that collects a visitor’s information through a form. The best landing pages target a consumer looking for something in particular. By keeping the information relevant and focusing on the user experience, the leads produced are of a higher quality.
Why is a Landing Page Important?
Many companies make the mistake of drawing traffic by e-mail, advertising or social media to the front page of their website. This results in missed opportunities when visitors bounce from your site when they don’t see what they are looking for.
Automotive landing pages are even more crucial as they target consumers that are in the active phase of their buying cycle. Automotive landing pages provide you with the opportunity you need to engage with these active buyers.
What Makes a Good Landing Page?
If you are ready to create an automotive landing page or improve upon the one you have, here are some important suggestions:
Control Your Links
Your visitors have arrived exactly where you want them to be. Don’t allow them to be distracted by options to navigate elsewhere on your site. All of your effort should be completely focused on getting the consumer to complete the landing page’s form.
Offer something more than, ‘Complete the form and we’ll contact you’. A consumer’s name and contact information is valuable information. If you want in, you need to offer them something of value in return. If you don’t, the chances of someone completing your form will plummet.
Keep it Simple
Nothing is more frustrating than a long form. Don’t give consumers the opportunity to become frustrated with the form after they have made the decision to complete it. Collect basic information that you can use to engage the visitor, but don’t overwhelm them with questions.
Test Your Automotive Landing Pages
People are not shy when it comes to feedback, especially when it’s negative. If someone comments the form was too long, there are probably a good number of others who didn’t bother completing it. If you find anything about the information you receive or that manner in which it was presented to be cumbersome, revise it and make it work better for your visitors—and for you.