Creating landing pages is among the first steps when developing a search engine marketing campaign. Before that step, you need to develop a keyword list, which influences the copy and code on the landing page. Learn more about how to create a landing page using these best practice tips.

1. Landing
Page
Development
101
How
to
begin
the
landing
page
process
and
what’s
needed
to
be
successful.
Becky
Livingston
President
&
CEO
Penheel
MarkeBng
March2014

2. What
are
landing
pages?
It’s
NOT
just
any
landing
page
on
your
site.
It
IS
a
page:
1. That
includes
informaBon
specific
to
a
certain
set
of
criteria.
2. Where
someone
completes
a
form.
3. That
exists
solely
to
capture
visitor
informaBon
through
that
form.

3. Importance
of
Landing
Pages
• Allows
you
to
“speak”
to
a
specific
audience.
• Defines
the
content
rather
than
offers
generic
content.

4. Elements
• Logo
• Headline
• Offer
• DescripBve
Copy
• Product/Service
• Call-­‐to-­‐AcBon
• Form

5. Driving
Traf=ic
1. Paid
AdverBsing
–
Google,
Bing,
Facebook,
etc.
2. Search
Engine
OpBmizaBon
(SEO)
3. Email
4. Blog
Posts
5. Video
6. PresentaBons
/
Speaking
engagements
7. AdverBsing
on
referral
sites
8. TradiBonal
markeBng
–
radio,
television,
newspaper
9. Events

6. Getting
Started
• Leverage
a
template
to
create
the
landing
page.
• Write
SEO-­‐infused
copy
and
headlines.
• Use
a
compelling
image
that
correlates
to
the
content
on
the
page.
• Mirror
the
headline
from
the
ad
to
the
page.
• Keep
the
form
simple.
• Ensure
the
form
“Submit”
goes
to
a
valid
email
address
that
is
monitored
frequently.
• Use
a
call-­‐to-­‐acBon
that
makes
sense
for
the
audience.
• When
you
get
a
lead,
follow
up
within
a
reasonable
Bme,
i.e.,
24-­‐72
hours.
• Measure
the
page’s
results
using
website
analyBcs.

7. Who
is
Penheel
Marketing?
Social
media
and
digital
markeBng
consulBng
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
hhp://Penheel.com
Marke&ng
Analy&cs
Website
analyBcs,
online
adverBsing
analyBcs.
See
which
sources
are
generaBng
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
informaBon
in
your
contact
database.
Search
Engine
Op&miza&ons
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effecBve
keywords.
Lead
Management
Track
leads
with
a
complete
Bmeline-­‐view
of
their
interacBons
with
your
firm.
Blogging
Create
blog
content
quickly
while
geing
SEO
Bps
and
best
pracBces
pointers.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.