By Katherine Andes
Normally, when you run a Pay Per Click (PPC) campaign for a specific product or sale, you should have the ad click through to a special web page written to promote that sales event.
That’s called a sales landing page.
The advantage is that you can really craft it to make the sale.
You can also track the click-throughs to see how effective your campaign is with respect to ROI (return on investment).
Most of the time PPCs should not click-through to your home page.
However, there are exceptions.
If your company specializes in selling primarily one set of products like say easy chairs or furniture cushions or mattresses, etc., then you can design your home page more for direct selling. And it can work very well.
The page should immediately grab the visitor identifying his “pain” and how your product or service can solve it.
Objections should be anticipated and defused.
Proof of your claims should be incorporated, like testimonials or research.
A well-structured and written landing page (home or sales) will help turn your visitors into strong leads and paying customers.
EASY FURNITURE WEB TIP #40: Although it goes against conventional wisdom, home pages can be developed as strong sales landing pages for PPCs if your company specializes in one product or service.
Katherine Andes is a consultant who specializes in web content development, including search engine optimization, and landing pages — especially in the home improvement market. You can phone her at 559.589.0379 or email at kathy@andesandassociates.com.