landing pageWith the rollout of Google Hummingbird, we know that sites that feature active and meaningful content marketing are being ranked higher in organic searches. To that end, landing pages can be used as powerful tools for brands to generate great content.

Landing pages can be easily created if your site is built on a content management system (CMS) because they give you the ability to add and update content on a website. Your CMS is where you add blogs, and where you would create new site pages or even landing pages. Don’t get landing-page crazy and add a million pages to your site. Google needs to see that traffic is coming to the key pages within the site on an ongoing basis to increase your ranking.

A landing page should be viewed as a campaign- or message-specific page that is best used when you want to track the success of a traditional marketing effort. A landing page can be just that — a place where traffic lands when acting upon a call to action. For example, your brand sends out a postcard or publishes a full-page ad and it says: visit to receive $20 off your next purchase. You can now track the traffic from that one traditional marketing piece.

Here are four ways to create powerful landing pages:

1. Create specific landing pages for each target audience.

The best way to use a landing page to generate leads is to address a specific issue that your target audience is facing or provide a solution.

For instance, if you sell commercial and residential lawn equipment, invest in creating landing pages that resonate with each specific audience. If homeowners click on an ad or a link and are directed to your homepage, you’re only making it more difficult for them to purchase your product. But if you create a dedicated landing page that provides solutions to help them get their yards looking good this spring, it’s a lot easier for them to take the next step and purchase your products.

2. Create an online version of your print campaign to track traffic.

Your landing page is essentially direct marketing as applied online. If you’re creating a print campaign to send out to a target audience, why not use the layout (with slight modifications) to convert customers online? Many of the same principles that apply for effective print campaigns apply to landing pages — use action words, showcase the value, use bullet points, and be clear and concise about your call-to-action.

3. Use landing pages to compare promotions for your company.

Separate landing pages for online deals and promotions help you identify which ones actually resonate with your audience. This works great for helping you determine price-point or add-ons that might help you sell your product or service. For example, you can set up one landing page for a “buy one, get one free” offer and one landing page for “50 percent discount” to see which one your audience gravitates toward.

4. Test the different landing page designs for your campaigns.

Layout and design are two critical elements for effective landing pages. A great way to make the most of your landing page strategy is to test various designs and layouts to see which convert the best. Not only will this help you maximize the efforts of your current campaign, it will also help you create a template for effective landing pages moving forward.