{"id":2861,"date":"2017-09-21T16:18:00","date_gmt":"2023-10-18T16:18:23","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2861"},"modified":"2023-10-18T17:35:47","modified_gmt":"2023-10-18T17:35:47","slug":"smb-owners-guide-to-landing-pages","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/smb-owners-guide-to-landing-pages\/","title":{"rendered":"The SMB Owner\u2019s Guide To Creating, Managing and Winning With Landing Pages"},"content":{"rendered":"\n

Look at the average web site for a large business and it can sometimes feel like there\u2019s an army of people behind the scenes adding new sections, new videos, new images and other assets.<\/p>\n

Now look at the average web site for a small business. You\u2019re probably looking at a fairly bare-bones portal with a homepage, an \u201cAbout Us\u201d a \u201cContact Us\u201d and perhaps a few links to social media accounts.<\/p>\n

Before we go any further, let\u2019s get one thing straight: there is nothing wrong with a simple web site. If it\u2019s easy for customers to navigate, responsive to the screen sizes of mobile devices and loads quickly, you\u2019ve covered 90 per cent of what such sites are supposed to do.<\/p>\n

Like any aspect of running a small or medium-sized business, though, things don\u2019t stay the same for long. Just as you add new products and services, additional staff or multiple locations, web sites need to evolve to reflect everything the firm has to offer. This is where a good landing page strategy can make a small business site look just as sophisticated as one operated by a larger entity.<\/p>\n

As the name suggests, landing pages are intended to be something that customers arrive on from somewhere else — not necessarily by visiting your home page but through a link on social media, through an e-mail newsletter or some other channel. Tools like Marketing Cloud<\/a> can help coordinate how this works and maximize the results, but first let\u2019s explore how you should think about landing pages and what a best-in-class approach looks like.<\/p>\n

When It\u2019s Time To Launch A Landing Page<\/h3>\n

While an SMB web site should always have \u201cevergreen content,\u201d such as basic contact details and what the firm\u2019s mission and value is to its market, landing pages offer a way to be more dynamic and timely to pursue a specific objective. These could include:<\/p>\n

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  1. \n

    New Product And Service Introductions: <\/b>Even if a small business already has a page that lists its products and services, the latest offering may have required considerable upfront investment to develop and, as such, may deserve more explanation and focus.<\/p>\n<\/li>\n

  2. \n

    Coordination Of Related Content: I<\/b>f a company sees through its analytics that visitors are hopping around the site to find the same pieces of information, landing pages can provide a bit of special assistance by putting all the details in one place.<\/p>\n<\/li>\n

  3. \n

    Special Promotions: <\/b>When you\u2019re offering a discount, a bundle or a limited-time trial, you need something that may have a shorter shelf life than the rest of the content on your site.<\/p>\n<\/li>\n

  4. \n

    Lead Generation:<\/b> Landing pages are the ideal place to create forms that capture details about people who may be willing to give their information in exchange for a white paper, research study, webinar or other marketing asset.<\/p>\n<\/li>\n<\/ol>\n

    What Landing Pages Can\u2019t Leave Out<\/h3>\n

    Once you\u2019ve established your goal, it may be fairly straightforward to outline the content on a particular landing page. It\u2019s important to remember, however, that landing pages are like living, breathing marketing campaigns rather than foundational or cornerstone content for the site. It\u2019s all too easy to forget:<\/p>\n