The quality of your website’s landing pages plays a major role in how Google determines the placement of your ads, how often your ads are displayed, and the cost for you to advertise your products and services online.
Google uses your website and the content within each landing page to determine relevancy (determined mostly by the presence of keywords on the page) to customers’ search queries. Online shoppers want to find what they are looking for as quickly and effortlessly as possible. And Google rewards business owners who deliver.
How landing pages affect the results?
Let’s suppose you own a high end furniture store and a potential customer in your area is searching for a new dining room table. When your company’s ad appears in the search results and the customer clicks the ad, Google expects that customer to land on a page within your website specifically designed to highlight what you offer in the dining room table department.
Ironically, many business owners, trying to save money on website design, will cut back on the number of specific landing pages. However, if Google assigns a low score to your website due to a lack of search query relevance, your ad could show up well below that of your competition or even worse, not show in the search results at all. That ends up costing you by way of less traffic and lost customers. In fact, research confirms that companies with over 40 landing pages generate 12x more leads. (Source)
If having 40 landing pages seems a bit excessive for your business, consider the data from a study conducted in early 2017, which shows that even a small increase in the number landing pages can have a huge impact on the number of leads generated. “While most companies don't see an increase in leads when increasing their total number of landing pages from 1-5 to 6-10, companies do see a 55% increase in leads when increasing their number of landing pages from 10 to 15.” (Source)
If you would like to look for ways to optimize your company’s website, Lead Dog Digital has the tools and expertise to help drive traffic and potential customers to you.