Understanding CTR — and how to improve it — can mean the difference between long-term return on investments (ROI) and running in the red.

What is CTR?

Whether your company’s target market fits the B2B or B2C mold, CTR is an important metric. You can calculate it in a few different ways, depending on the type of digital marketing campaign you are running, including the following:

• Paid search campaigns – Total number of people who are presented with your ad (impressions) / total number of people who clicked on the ad
• Email campaigns – Number of subscribers who open your email (open rate) / number of subscribers who click through an email link
• Social media campaigns – Number of impressions for a post / total number of clicks on the post

Today, though, we’re going to focus on click-throughs for Google Ads and Bing Ads.

What is a Good Click-Through Rate?

Defining CTR can be a little nebulous; however, most people generally put CTR in the following three categories:

• High CTR – Any CTR that is higher than the average CTR.
• Average CTR – A common or expected CTR for your industry or channel.
• Low CTR – A click-through rate that is lower than the expected CTR.

No matter what is considered “good” for your industry or channel, just remember that the higher the CTR, the better.

Click-Through Rates by Industry

What counts as a “good CTR” can vary vastly depending on your industry and the type of campaign you are running (again: things can get nebulous here). That said, across various industries and platforms:

• 1.91% is an average CTR for Search ads, according to HubSpot
• For Display ads, 0.35% is to be expected, according to HubSpot
• For email campaigns, Mailchimp says to expect a CTR of 2.91%
• 1.3% was the average social media CTR in the second quarter of 2020, says the Statista Research Department

Good Click-Through Rates for Google and Bing

Google and Microsoft Bing are the two most popular search engines by volume, making them popular platforms for search advertisers. So, just what do click-through rates look like for these platforms? Across all industries, the average for search is between:

• 1.91% and 5.06% for Google
• 2.83% for Bing

How to Get Higher Click-Through Rates on Google and Bing

High click-through rates mean more successful (and more profitable) online advertising campaigns. If you’re noticing lower-than-average click-through rates, the following methods may help your PPC efforts—and bottom line—improve.

1. Create a Stronger Call to Action (CTA)

As the name implies, a call to action asks users to take a certain action. It can be a button, an email subscription box, or something else. For Google and Bing ads, you can add your CTA anywhere, including within one of the available headlines (which we believe is most effective).

No matter what yours looks like, there are plenty of ways to make any CTA stronger, such as the following methods:

• For both Display and Search ads, include stronger action words while keeping everything short and sweet. For example, try “Save Money Now!” instead of “Learn more about ways to spend less money.”
• For Display ads, create a more attractive design for your CTA, with more eye-catching colors like green or red
• Reconsider the placement of your CTA, or consider making it sticky, if you are running Display ad campaigns. After all, an ad is no good if your audience can’t see it

2. Make Sure to Segment Your Target Audience Properly

If your ads are being seen by the wrong audience, your campaigns may as well be dead in the water. And no amount of money will save them.

The key to proper audience segmentation? It starts with identifying user intent.

What keywords are your audience members using on Google or Bing to find the services or products that they need, relative to where they reside in the buying cycle? And do these terms align with those that were used to build your campaigns.

If the answer is no, there’s your issue. Dig no further. This means that your ads are being presented to people who probably have no reason to engage your brand.

3. Create Themes from Ad Groups

The segmentation of your target audience begins and ends with keywords, but how do you best organize what could legitimately be hundreds of terms when it’s all said and done, especially when they all reflect varying levels of intent?

The answer is ad groups.

Both Google and Bing’s pay-per-click platforms allow users to create ad groups using themes centered around similar keywords. The benefit of creating themed ad groups is twofold:

1. It is easier to write ad copy around a subset of terms that fall under one topical umbrella than it is to write copy about a wide variety of keywords that don’t share much common ground.
2. It increases the likelihood that your ads are more relevant to your audience’s search intent. This relevancy can both decrease your campaign’s costs (no one is clicking on an irrelevant ad that promises a poor experience) and improve click-through rate (the people who do see the ads are more likely to click them) at the same time.

4. Improve Quality Score

See how you measure up to the competition with Quality Score when using Google Ads. On a scale of 1 to 10 (10 being the best), you can quickly assess the health of your campaign at an individual keyword level. According to Google, this score is calculated using the following metrics:

• Expected CTR – How well a particular paid ad is expected to perform
• Ad relevancy – How relevant your ad is to your chosen audience’s intent
• Landing page experience – The strength of the relationship your landing page has to both the corresponding keyword and ad

If your Quality Score is above average, then congratulations! You’re running an amazing campaign that will likely produce the enviable combination of low costs-per-click and above-average CTRs.

If you’re getting average or below-average marks, well, don’t worry. There are ways you can update your ads and landing pages to earn a higher score (and get higher clickthrough rates).

Besides taking steps to improve CTR, you can also update your landing page and revise your copy (both of which you can learn more about directly below).

5. Don’t Neglect Search Engine Optimization (SEO)

One of the best things you can do for your campaigns is to optimize your landing page for the right keywords. Crucially, make sure to use those keywords the correct number of times. In other words: don’t keyword stuff your web pages. (Leave the stuffing for Thanksgiving and Oreos.)

An optimized page using SEO best practices — quality, topical content, fast load times, clear messaging, etc. — leads to higher Quality Scores, which lead to better ad performance. Better performance from your ads results in more clicks from the right people, who, in turn, provide your company with more growth opportunities through higher conversion rates.

Bonus Tip: If you choose to have your landing page indexed, good SEO practices may even help your page become more authoritative and perform better on Bing and Google’s search engine results pages (SERPs), meaning you could earn some organic traffic as well as paid. A real win-win!

6. Revise Your Ad Copy

From headlines — Google and Bing both allow up to three per ad — to the body text, the copy of your PPC ad is critical to getting people interested in what you have to say. More interested people’s eyeballs on your ads mean higher clickthrough rates. Revising your ad copy can take many forms, including:

• Crafting compelling calls to action for use in the second or third headline fields and in the ad body
• Using your target keywords in the first headline field and in the ad body
• Leveraging unique characters (!, @, $, &, *, #) to highlight offers, promotions, specials, etc.
• Using everyday language rather than overly flowery language (state your message plainly)

Clearly, there are lots of ways to spruce up your copy. But which way is best? One method to see which copy works best is to use A/B tests. They can help you better determine what words and overall tone will work best with your chosen demographic.

7. Monitor Bidding Practices To Ensure Ad Position

Location really is everything, whether you’re running Search or Display Ads.

The right keywords act as a sturdy foundation, and the right ad copy provides the curb appeal. But the third part of the equation is making sure you’re bidding effectively with your PPC platform of choice to effectively promote your ads.

Google and Bing each have a vested interest in showing what they deem to be the best-performing ads highest on the page, even if it means placing your ad above that of a competitor who has shown a willingness to bid more money for a click.

This is where the work to improve your campaign quality really pays off, but be mindful that you’re not pricing yourself out of the market for that click by bidding low. Use the tools at your disposal within your Google or Bing Ads account to monitor what the competition is doing and then act accordingly.

8. Use Ad Extensions

The more robust an ad, the more likely Google and Bing are to show it as much as possible.

This is code for using as many of the built-in features that each platform provides. And no feature has as much of a positive effect on CTR than ad extensions.

Google and Bing both offer ad extensions, and they come in many forms, each with its own little way of promoting aspects of your business.

Some of the most commonly used ad extensions include:

• Sitelinks (opportunities for users to visit a multiple page of your site from one single ad)
• Location (local businesses can integrate Google Ads with Google Business Profile to show important address information)
• Callouts (non-clickable list of unique business descriptors — free delivery, open 24 hours, etc.)
• Snippets (lists of related attributes pertaining to a business — amenities, brands, models, etc.)
• Image (attach striking visuals to your ads to showcase projects, products, offices, etc.)

Using these extensions may improve your ad’s visibility and credibility, meaning potentially higher CTRs for you.

GetBetterClick-Through RatesToday

A second set of eyes is always welcome. We (respectfully) could be your second set of eyes on any troublesome campaigns you have on your hands. With our team of experts on your side, you can turn around your online campaigns and see the conversions you’ve been aiming for.

In order to better optimize your services and lead generation marketing campaigns, you’ll need all sorts of data, including data on your new leads, or people showing interest in your product, services, or brand. How you analyze those leads, though, can impact how you view and adjust your current campaigns and services.

This analysis can mean the difference between high conversion rates and letting high-quality leads go to waste!

Lead Generation in the Online World

Lead generation, or lead gen, in traditional marketing means converting consumer interest into a sale. In other words, traditional lead generation tactics focus on leading potential customers through the sales funnel/along the buyer’s journey.

In digital marketing, effective lead generation collects user contact information (the lead) online. Simply put, digital lead generation strategies are more about collecting user information and data points. Online lead nurturing therefore often involves an effort to drive traffic to an optimized landing page with a compelling CTA, or call to action. This CTA will encourage the target audience to willingly submit contact information.

Website traffic can be obtained through either organic or paid. You gain organic traffic with effective search engine optimization (SEO) strategies, where you craft relevant content for a target demographic using a chosen keyword. You gain paid traffic through pay-per-click (PPC) campaigns, such as paid social media marketing campaigns that place an attractive ad in front of a chosen demographic in the hopes of getting click-throughs to a landing page, which could generate leads.

How to Analyze Leads

There are two primary lenses with which you can analyze your leads: quantitative data and qualitative data. Both metrics are necessary to determine which leads could be potential customers (aka qualified leads).

Quantitative Data

Quantitative data is easily measurable, with hard facts and numbers. Types of quantitative data include:

• Number of website visitors (website traffic volume)
• How long someone spends on your landing page
• How many people engage with you (engagement rate) on social media platforms
• How many people bought your product or signed up for your service
• Number of job applications for an open position

Qualitative Data

Qualitative data is harder to define, as it is not backed by hard numbers the way quantitative data is. Types of qualitative data include:

• Surveys asking people for opinions on a service or product
• Online reviews about products or user experience (the text, not just the numerical “3 out of 5 stars”)

Why You Need Both Qualitative and Quantitative Data

The best approach is a well-rounded one; that’s why analyzing leads with both qualitative and quantitative data can give you a better perspective of your current lead generation efforts… and how successful those efforts may be.

For example, quantitative data (like website traffic and time spent on a page) can tell you if people are visiting your website and how long they are staying on the site. Analyzing these data points may reveal that lots of people are visiting your site, but they are not staying long at all. That means they are less likely to convert to successful leads.

So, these data points will tell you if there is a problem, but they will not tell you why the problem exists. Now you are unable to determine why someone is or is not interested in your website or why they are not staying long enough to convert.

That is where qualitative data can come in handy. Social media comments or online user reviews may reveal that the users are frustrated with their page experience: the website does not load fast enough, so they bounce. This information lets you know that you need to optimize site speed. Once you do that, you may then notice an increase in the amount of time users stay on your page, which in turn may generate more leads.

While it’s important to use tools that help you gather quantitative data, like Google Analytics and Google Search Console, it’s also important to make sure that you are gathering qualitative data points, too. You can do so by sending out surveys in email marketing campaigns and allowing comments on your company’s social media accounts (and responding to these comments, too).

Online Lead Gen Relies on Effective Data Analysis

Without quantitative data, you would have no idea if a problem exists in the first place. But without qualitative data, you would not understand what causes the problem in the first place… meaning you would not know how to address the problem effectively. With both types of data, however, you can better identify problems and their root causes (and solve them!) in an efficient manner.

For users, this is great.

People no longer need to worry about a few spelling mistakes or making sure every correct word is in their search. Instead, they can simply rely on engines like Google and Bing to understand what they are looking for without them explicitly saying so.

For marketers, this brings a new challenge. 

SEO and digital marketing strategies evolve quickly (After all, the industry itself is still in its infancy), and the domination of intent-based SERPs presents a new factor we must consider for both paid and organic search campaigns alike.

While we’re considering this new factor, we must always keep our one true goal top of mind: generating traffic and engagements — phone calls, form fills, chat requests — on behalf of our clients, who all depend upon lead generation to thrive.

Creating an effective PPC campaign is easiest when you have access to as much pertinent information as possible.

Fortunately, the bulk of the paid search campaign data we have access to is from the search engines themselves. Unfortunately, though, search engines are self-interested, meaning they are not necessarily incentivized to make decision-making easy for you. Rather, they are incentivized to improve user experience by tailoring their platforms toward intent. Greater satisfaction from intent-based searches leads to continued use of their own product, netting them more loyal followers in the long run.

THE BOTTOM LINE: Engines like Google want to increase user engagement, and user engagement rises with the use of intent-based algorithms. As a result, engines will reward the marketers who best appeal to user intent rather than keyword stuffing.

At the end of the day, you are the one pulling the levers, but Google determines which levers you can pull in the first place

Problem: On the Marketing Side, We’re Losing Both Visibility and Control

Losing Visibility Due to Search Query Report Changes

Google provides Search Query Reports (SQRs) to give us marketers insights into our ad campaigns. But with the rise of intent-based searching, search engines are reconsidering the data they want to make available.

Visibility within SQRs is dwindling. A recent SQR pull of an account with 40,000 clicks had 14,000 clicks and terms not provided. Moreover, it still showed terms searched and clicked, but Google removed keywords that had low search volumes. Here’s an example of the changes in SQRs:

• SQRs before: You bid on the keyword “digital media” on phrase match and get three clicks. As it is phrase match, these three clicks may have been “digital media agency,” “digital media tracking,” and “digital media performance,” all of which are visible within an SQR report.
• SQRs now: Same keyword with the same three clicks. The SQR may show one of these clicks as a “digital media agency,” but what about the other two clicks? They still happened, they will be included in every report, and you paid for them—but you aren’t able to see a search query.

From a PPC management perspective, it means that you will need to be even more hyper vigilant with regards to knocking down negative terms and trying to keep your queries as relevant as possible.

Losing Control Over Match Types

It’s been nearly four years since Google announced the meshing of phrase and broad-modified match types.

Here’s what Google had to say at the time of the change:

“In the coming weeks, broad match modifier and phrase match keywords will also begin matching words within the search query that share the same meaning as the keyword.”

Nearly half a decade later, and this particular change is no less frustrating — and, perhaps, no less infuriating for some — than it was the day it rolled out.

But, as digital marketers, we are creatures that are nearly numb to change at this point. After all, we have to be — for to failure to adapt is akin to failing our clients.

Overall, these changes are structured to reward Google’s platform, not necessarily your business, by expanding your targeted keyword reach without necessarily retaining the hyper-targeted strategy that was originally implemented.

If you want to maintain control by hyper-targeting on specific keywords, broad match and phrase match keywords are not as effective as they once were. You can’t perform optimization on your ad copy for a single keyword when that keyword is likely to match to a wide range of queries. If you continue using broad match and phrase match keywords without using a very large negative keyword list, you’ll ultimately lose out on control of what you are showing for, which translates to fewer engagements and/or higher costs

Since We Are Losing Visibility and Control, Up Is Down and Down Is Up

Traditionally, Single Keyword Ad Groups (SKAGs) have been one of the fastest ways to elevate your click-through-rates, quality scores, and profitability. They have more potential for higher Quality Scores and not only give you more control over where your ads might show up, but they also allow you to achieve higher performance from your Google Adwords account.

Successful SKAGs include:

• A tight Google ad group with very little variation.
• All keywords here are exact match keywords.
• Alignment of your ad listing and landing page keywords, which helps you achieve higher quality scores as the exact match keyword is dispersed throughout the entire user experience

However, managing SKAGs is certainly not in favor now the way in which is was even 3-4 years ago. Due to decreasing levels of control within our own campaigns, the technique has become more of a challenge. The purpose of the SKAG was to target a single keyword, but with match types no longer being followed, you can easily find “closely related” search terms that have matched, thereby making the SKAG structure a little more cumbersome.

So, what is there to do? What is the solution?

Solution: Larger Keyword Ad Groups Focused on Lower-Funnel Terms

Having larger keyword ad groups that cover every possible query that closely aligns with lower-funnel intent is a straightforward way to ensure you will be competing for ad placement at the right time of your potential customer’s journey. You can make massive groups of keywords—our record at Digital Strike is 400k so far—that specifically target the service being advertised in all the various means that someone will use when searching for a service.

Pros of This Solution

• Covers every single low-volume search query so that you are always making bid adjustments on the searches in which you want to appear
• Your ad will be more likely to appear when a user searches for your exact keyword at the right time in their journey and not at the beginning or end.

Cons of This Solution

• Covers so many specific searches that your ad can lose rank and credibility from the search engines
• It can be difficult to maintain high-quality scores when you are spreading landing pages and ads across many different exact matches

Solution in Action: What We’ve Seen Happen at Digital Strike

In theory, spreading ads and landing pages across many different exact matches may seem like they’d harm your rank and reduce your quality scores thus decreasing your visibility; however, this strategy in practice yielded a significant skyrocket in visibility to the target audience and an increase in quality of engagements.

When we experimented with this solution, we saw less than 10% lost impressions to rank across 240k keywords with many quality scores that are 1/10 and 3/10 consistently, to our surprise. Thus, we got more visibility, control, and efficiency for the lower funnel, ready-to-take-action terms we wanted.

Verdict: Use Larger Ad Groups to Empower Your Automated Bidding

Building a winning paid search strategy that works for your business is about understanding the changes that Google makes and perfectly balancing experimentation and risk-taking.

Smart PPC management is the key to success, which is why we don’t just throw darts and hope one sticks. We rely upon proven strategies that we’ve developed over the years to drive conversion rates up while keeping the costs down.

Therefore, when we did our research and implemented larger ad groups focused on lower-funnel terms, we’ve seen an increase in conversion rates and with it an increase in business growth opportunities.

We’ll continue monitoring this solution into the future (that is, until Google makes their next update!).

Need help implementing a paid search solution for your business? The team at Digital Strike has helped hundreds of businesses— of every size and in almost every vertical— increase their visibility with their target market and business opportunity in the form of impressions, traffic, and engagements (calls and form submissions).

Contact Digital Strike for help optimizing your next paid search marketing campaign.

The fundamental difference between a website, landing page, and homepage is that you design them with completely different purposes in mind:

• The website is the base of operations for your online presence
• The homepage of your site sets the stage
• A landing page allows visitors to accomplish a specific goal

These are all broad definitions, so let’s get more into what makes for a compelling website, effective homepage, and typical landing page.

It’s a Bird. It’s a Plane. No—It’s a Website!

It all starts here. The website.

A website is the place where your brand primarily lives online. It’s where you post your content (blogs, service pages, testimonials, landing pages, homepages, contact info, and more) as various web pages, all under a single domain name.

What Makes for a Good Website?

The markers of a good website are that it accomplishes the following:

• Authentically represents your brand and services.
• Offers a stellar user experience with, among other goodies, an appealing web design, easy website navigation, quick loading times, easy-to-follow page designs, and high-quality content that users want to consume.
• Undergoes routine optimization for search engines so that your site experiences plenty of organic traffic.

Two of the most important types of pages you can have on your site are your homepage and landing pages. Let’s dig into each a little more.

What the Heck is a Homepage?

A website homepage is typically the first page users will see on your site. So make sure it leaves a good first impression.

Let’s use an example… our own!

It didn’t always look this good, but right now we’re pretty darn proud of it.

As you can see, we give an overview of the solutions and services we offer with a couple of calls-to-action (CTAs) sprinkled throughout the page. We have a “sticky header,” which means our header stays at the top even when you scroll down—and our phone number stays prominently displayed. We also have a navigation menu that lets you explore the rest of our site depending on what you want to know.

Look how pretty it is.

What Makes for a Good Homepage?

Seeing a homepage is great, but what exactly makes one good? Here is what a good homepage should accomplish.

1. Occupy your root domain (e.g., www.digitalstrike.com) and be the central hub of your website.

It’s where the link in your company logo links, and it’s where site visitors can easily find navigation to the rest of your site. It should always leave a phenomenal first impression.

2. Give a comprehensive overview of what your business does.

When looking at your homepage, a visitor should definitively know what your company does and feel compelled to venture within the site for more detailed information.

3. Link to every other crucial permanent page of your website.

People who land on your homepage should be able to easily access all valuable web pages, including all service pages, your blog, the contact page, your storefront (if you have one) and more.

4. Tell visitors how to connect with you in different ways.

Your homepage does not need to call someone to conduct a specific action, but it should allow for some type of action, including telling users how to connect with you. That means:

• Making sure your phone number is prominently displayed.
• Including buttons to your social media pages.
• Including a Contact Us form/email submission form.
• Adding your email contact information in a smart location.

5. Get users to engage with your brand.

You want all site visitors to engage your brand in some way as quickly and as efficiently as possible before their enthusiasm fades. Anything less is a wasted visit, which means wasted opportunity for new business with your target audience.

What’s a Landing Page?

A landing page is a fundamental component of online ad campaigns.

Here is how it works.

You create an ad with a strong CTA that incentivizes users to click through the ad to land on—you guessed it—your landing page. The landing page is a specially designed, standalone web page for a specific campaign, engineered to encourage users to take a desired action. That desired action can be anything, from signing up for an email list to making a purchase.

Let’s take a look at a few examples below.

Landing Page Example #1

Here is an example of a landing page we designed for a client.

We specifically designed it for a campaign to promote the company’s fire damage restoration services. The call-to-action is to schedule a free estimate, and as you can see below, the phone number is prominently displayed three times. And there’s a form you can fill out.

It gives you just enough information that makes you want to call this company and see how they can restore your home.

Note that it has a singular call-to-action (get the free estimate).

Landing Page Example #2

Landing pages aren’t always as short and sweet as our previous example. Sometimes, you need to have more information available because your business is intricate.

This particular client specializes in micromachining laser services and systems, which, as you can imagine, can be complex in nature. The concept of micromachining lasers is not easily whittled down to a one-scroll landing page.

But, as you can see, we were able to temper this complexity by including a series of bright call-to-action buttons that guide the visitor’s eye to the form at the bottom. It’s a relatively long page, but it still funnels the visitor toward a single call-to-action.

This landing page is a little longer, but it does everything it needs to do.

What Makes for an Effective Landing Page?

Let’s talk about what a high-converting landing page should accomplish.

1. Feature design elements to receive traffic from one or several specific sources.

A landing page is designed to welcome traffic from a click on an ad on Google (or another search engine) or a link inside an email marketing campaign. The info on the page should expand on what’s found in the ad/email and be easy to navigate both on desktop and on mobile.

2. Prompt visitors to accomplish a goal with a strong CTA.

A landing page funnels visitors in the direction of accomplishing a central goal, such as signing up for a newsletter, requesting a free quote, registering for a webinar, and more.

3. Stay focused on a single topic or offer.

A landing page should never say or do too much. Anything above and beyond a single topic distracts the visitor from the main goal.

4. Omit or downplay navigation options.

Unlike your homepage, a landing page should not include a navigation bar. That would allow visitors to click out of the page, lessening any chance for meaningful action and leading to lower conversion rates.

5. Not necessarily be a permanent part of your site.

Your homepage is the face of your website, a mainstay feature. A landing page is more of a temporary microsite, meant only for use in conjunction with specific marketing campaigns.

Landing Page vs Homepage: How and When to Use Each One

When do you use a landing page or a homepage? It all depends on what you’re trying to achieve.

Let’s look at some of the most common scenarios and when you might have to choose between your homepage and a landing page.

Listing necessary information about your business.

Landing page or homepage: Homepage.

Why: When you’re listing core business details like your address, phone number, and office hours, you don’t need an action-oriented landing page. People will likely interact with you offline if they’re searching for this kind of information by calling you or visiting your office or store.

Note: Don’t necessarily shy away from including an opt-in opportunity on your homepage, in addition to your general business info. Doing so can help with lead generation.

When you’re running Facebook ads (or any other paid social campaign).

Landing page or homepage: Landing page.

Why: Just informing people your business exists is not an effective angle for your paid search campaigns. Facebook users don’t go to Facebook to look at your ads, so it usually takes a little extra nudge to get them to click through your ad and connect with you.

The best kind of nudge is to offer something special, like a freebie, a signup bonus, or a limited-time discount.

Note: While you can use your homepage for special offers, you’ll have a lot more space to make an impact on a landing page. Your homepage likely contains too many areas that can distract the visitor and entice them to click away before they commit to the specific action you want them to perform. Plus, when you use a landing page specifically designed for a social campaign, you can track your success much more easily.

Running a paid search campaign (e.g., Google Ads).

Landing page or homepage: Landing page…usually.

Why: The same factors that make landing pages good fits for paid social campaigns also make them the best choice for PPC campaigns. Visitors from paid search campaigns are acquired by using keywords that relate to specific elements contained within your business offers, and so a landing page gives you the chance to write content that is a reflection of these keywords.

For example, let’s say you’re running a campaign for a construction company that wants to promote its siding services. Instead of making the primary focus of the homepage all about siding (and ignoring all of the other services they offer), you can create a dedicated landing page to showcase siding services and then funnel the visitors from the campaign to this specific page. This action can significantly increase the company’s chances of acquiring potential customers.

Note: One possible exception is if you’re running a paid local search campaign that uses extremely broad keywords like “construction companies near me.” In this case, the homepage could be used since you’re just advertising that you exist and not promoting a specific service.

Launching a new product or service.

Landing page or homepage: Landing page.

Why: Whether it’s a new product, a live event, a big sale, or whatever you’re promoting, a landing page is the best choice.

Note: A great landing page is where visitors can channel their excitement over something new into immediate action, providing immediate results for you. These results include an RSVP to your event, a pre-order process for your new product, or a mobile-friendly CTA button that visitors can use to call you directly from their devices.

When You Need Help Optimizing Websites, Landing Pages, and Homepages…

Now you know the basics of a landing page vs homepage vs website. But optimizing each piece of this digital marketing puzzle can be difficult. That’s where the help of a team of digital marketing strategists can make a difference. Contact the experts at Digital Strike – Targeted Marketing. We may not know how to tackle lions, tigers, and bears (oh my!), but we can certainly help you tackle your landing pages, homepages, and websites.