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Building your perfect landing page

Lucas Deal June 10, 2014

When marketing your dealership online, a detailed website is a must. But in order for customers to truly appreciate your website, they have to experience all of it. They have to first land on a page that shows them everything you can do for them.

Building a landing page capable of doing that isn’t always easy, and was the focus of KPA Online’s “The Landing Page Survivor” webinar last week.

Also known as a lead capture page, a landing page is defined as the page online users reach after searching for your dealership, or clicking an advertisement for your operation.

Landing pages should be designed to offer a visitor the most relevant information as it relates to their search in a clear, effective manner.

By building the perfect landing page – the perfect springboard into the content on your website – KPA says you can maximize your customer’s online experience with your business.

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Kat Zuber, dealer advocate at Digigo and presenter of last week’s webinar, says an optimal landing page is one that’s constantly being evaluated, updated and improved.

Your business is ever changing. A landing page should constantly be enhanced to reflect those changes and keep new and existing customers in the loop,

Zuber says that’s done by following the four rules of landing pages: track, analyze, identify and test.

As the first aspect of the landing page rules, Zuber says track refers to the data you can collect from your site’s performance. This includes Google Analytics, Adwords, Google/Bing search engine results and other third-party applications. To keep your site relevant, you need to know who, what, when, where and why about your visitors.

Once you’ve tracked your site’s performance, Zuber says you have to analyze the data you have on hand. This means creating a profile for your readers and uncovering what they do on your site when they arrive.

It’s from there that you can begin to identify opportunities where your site can improve and grow, the third rules of landing pages, Zuber says. It’s easy to assume your homepage can double as your landing page, but that’s not always the case. In fact, most businesses have multiple landing pages, she says. For example, if most visitors are finding your site through web searches for used trucks (and landing in your used truck inventory), you have to accept your used truck inventory pages also require landing page information.

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This leads to the fourth rule of the landing pages, testing. Once you’ve collected your data, analyzed trends and identified areas in need of growth and/or improvement, Zuber says it’s time to test your theories. You have to see if what you discover is correct. This means updating your site to address the issues, then once again tracking your results and seeing if positive change occurs.

And whether successful or not, Zuber says the landing page rules aren’t for one-time usage. To truly maximize your online presence, you should be using the landing page rules on your highest traffic pages at all times.

Says Zuber, “Don’t expect users to always start on your home page; deep links from search engines and third-party websites can drop them many levels deep onto your website.”

For more information from “The Landing Page Survivor,” and information from  all previous KPA Online webinars, www.dealerwebinars.com.

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