Tourism Internet Marketing U

What Is A Landing Page?

A landing page is a web page that is created specifically to respond to a marketing campaign you are running. You can’t provide all the details and the opportunity to make the purchase in the banner ad, so you develop a landing page to follow through from the banner ad. When your target market clicks on the banner ad, they are taken to the landing page that was developed specifically for that ad. The action you want the target market to take might be to make a reservation, join your e-club, view a virtual tour, or use your travel planner. The key is that the landing page is usually geared toward a conversion or converting the browsers into buyers.

The way your landing page is developed depends entirely on your business objectives, your target market, and your offer itself. The landing page should focus on the one thing you want the visitor to do - keep it focused.

The presentation and the content, or copy, of your landing page have a huge impact on the ability of the landing page to close the offer. We begin with a look at content for your landing page. There are a number of points to make note of when preparing content for a landing page:

1. Your landing page should be a continuation of your ad - repeat and expand on the offer presented in your ad. The ad is designed to generate interest and the landing page is designed to close the sale.
2. Your landing page should empasize the benefits of your offer - this is what justifies the purchase.
3. Your landing page should “speak” to your target market. Use their language and buzz words. Use the appropriate tone for this particular target market.
4. Your landing page should have a dynamite headline. Grab their attention!
5. Your landing page should be written for scanability. Internet users don’t read, they scan.
6. Your landing page content should minimize risk. If you have a money back guarantee, emphasize it! Anything that helps to close the deal should be prominently displayed.
7. Your landing page should ask for the sale - maybe multiple times and places. You don’t get what you don’t ask for.

For more about landing pages, you should consider my book, 101 Ways to Promote Your Tourism Business Web Site. Chapter seven is dedicated to this topic!

-Written by Susan Sweeney