A Landing Page of Sorts

An important element of a search marketing campaign is to create a simple “on-message” landing page on your website. Your web developer’s brilliant page copy helps grease the wheels to facilitate a conversion (i.e., converting a visitor into a lead). But if you’re trying to cut back on web development money this post is for you. If your conversion is a simple lead harvesting form (name, email and phone) then your contact page could very well serve as a cost-effective way to achieve that goal.

The drawbacks to doing it this way are numerous, but we’ll focus on the most important.

1. Your landing page record will have no history, no rings in the tree: Your company’s contact page is typically one static document, but landing pages are cumulative and provide a “searchable” record of your digital marketing efforts.
2. Analytics will be limited: A lead from your contact page can give you a tingle! Here is a potential new customer that “sought you out”, but you cannot tell from the form, usually, how they got there. Was it from a blast? Which one? A recent postcard mailing?
   
3. Human nature: A contact page is devoid of copy related to your blast or campaign, so if you funnel visitors there hope they remember its purpose when they come back from whatever was distracting them. Well written copy on a landing page serves to funnel a visitor into a lead, and without one there is no bait on your hook.

Workarounds

1. Ok, no history. If that’s not important then you could do the following: Describe in your blast that they’ll be directed to the contact form, or simply add some copy at the top of your contact page related to the blast. It would change accordingly with each blast. You’ve essentially hijacked your company’s contact page but you’re trying to save money, right?
2. Alright, reduced analytics. You’ll piece together the breadcrumb trail: Sift through your hosting log files and look for the date range of the blast, correlate contact page hits with this date range. Do you see a spike in contact page hits compared with other date ranges of the same length?
3. Human nature. Hmmm… Well, if we had an answer to that one we’d be “millionaires of the world!”

But all this is temporary. When the economy is humming again you won’t need to worry about this cost saving measure, since it is only suggested as a way to save some digital marketing dollars in tough times. Landing pages have a purpose and circumventing them will quite often reduce the efficiencies of your time.