Do you have more than one type of customer? Sometimes you may have a product launch or service that is specific to a particular client. For example, if you’re an accountant and 1/2 of your clients are ice cream shops and 1/2 are dance studios, your messaging may be different for these two audiences.
This is where a specific webpage – landing page – may serve that one type better than a ‘services’ page. Creating landing pages for each type of target customer is helpful as a local digital marketing strategy for small businesses because it allows for a more targeted approach to marketing messages.
Let’s say we want to target more dance studios as our clients. Here’s how a landing page would help:
- Increases Relevance: When a potential dance studio owner clicks on an ad or link that leads them to a landing page that speaks directly to their needs, it increases the relevance of the message. This studio owner is more likely to engage with the content and take action if they’re reading a page that talks to them (and not a screwdriver counting software CEO). (I think I’ll never let go of this dumb example!) 🪛
- Improves Conversion Rates: A landing page is tailored to a specific target customer, you are more likely to convert them into a customer. The messaging and content on the page will resonate with the customer and give them the information they need to take an action. What if you could talk about rental space as income when the owner is not teaching classes? What if you call out that you specialize in dance studios and understand how to mark expenses and track revenue?
- Reduces Bounce Rates: When a customer clicks on an ad or link and is directed to your general website page, they may not find what they are looking for and leave the site. This is known as a bounce. By creating a landing page that speaks directly to their needs, a dance studio owner is less likely to bounce and more likely to engage with the content. Your messaging on this page is addressing pain points or pains in the ass for that owner, in regards to accounting.
- Improves SEO: By creating targeted landing pages, you can optimize each page for specific keywords and phrases related to your target customers. This improves the overall SEO of your website and increases the chances of your website ranking higher in search engine results pages. Using the words they search in Google like “dance studio accounting or bookkeeping” or “dance studio tax prep” will help Google serve your page to those studio owners.
You’d do the same for your ice cream shop owners. Especially if these are the two best types of customers you have.
Creating landing pages for each type of target customer is a great way to improve the effectiveness of your digital marketing efforts. By personalizing your messaging and content, you can increase the chances of converting website visitors into a sale and potentially a long-time customer (and referrer).
TIP: I would absolutely use ChatGPT, copy.ai, or Jasper.ai to help you structure some of your copy on each landing page. Don’t use it word-for-word; the AI is not human enough. It will not be on-brand for you, so use AI to help kickstart your landing page copy and then edit it to your actual voice and brand.