How to Make Your Landing Page Sell
The Hawaii vacations area of A1 Vacation Rentals.com recently dropped from Google’s fifth search result to 55th.
The site, which promotes regional resorts, had been sending visitors who clicked on the results to its home page. After the dip, A1 began directing visitors to land on a site devoted to the region where the user wanted to travel. So now people looking for a Colorado ski vacation wind up on a Colorado resort’s page.
That was a smart move, but there are still problems with the landing pages, said a panel running a clinic on ad copy and landing pages at the Search Engine Strategies conference in New York last month. The regional landing pages list resorts in alphabetical order in line after line of gray copy. There are no graphics, few links and sparse descriptions.
