From the course: Digital Marketing Foundations

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How to build landing pages that convert

How to build landing pages that convert

From the course: Digital Marketing Foundations

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How to build landing pages that convert

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- Every page on your site has a goal, and it could be to distribute information, capture an email address, or sell a product. Now, you have between two and six seconds to convince a visitor to stay once they've arrived on your site. What happens is these visitors will take a glance, and then bounce right away if they're not interested. So with every campaign you're running, you want to be driving traffic to a very specific landing page. Having a specific destination allows you to reinforce the messaging that inspired the visitor to click. If I click an ad for discount eyeglass frames shipped to my door, I don't want to land on a page to book an appointment for an eye exam. You want to provide an attention-grabbing visual or headline, and frame that information in a way that helps the visitor navigate towards your goal. Because you control the landing page, you get to create messaging that affirms that the visitor…

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