The old saying about first impressions certainly holds true for online marketing.
Many of our marketing efforts, from emails to PPC ads to social media posts, are designed to generate website traffic, but that’s just half the battle.
Once you get people to your website, you’ve got to win them over with a strong, positive first impression. You’ve got to dazzle and delight them. If you don’t, they probably won’t stick around, nor return to the website. Why would they?
Dazzle and delight aren’t necessarily easy to deliver, but these four steps can point you in the right direction:
1. Create relevant landing pages.
A common misconception is that anybody who visits your website will come in through the front door, accessing the home page. This isn’t necessarily the case, nor should it be.
Say someone clicks on an ad you’ve placed on Facebook, Twitter or the Google Display network. They’re going to want to see information on the product or service that snagged their interest.
You’ll always want to send people to a landing page with relevant, targeted, obvious information. Precisely honed landing pages are a great way to capture and maintain interest.
2. Deliver readable content.