Many marketers use of Web site landing pages to convert visitors who click from search engines, marketing e-mails or banner ads; therefore the term “post-click marketing.” Landing pages - a one-page format tied to a specific offer such as a white paper or Webinar - have a lot going for them.

Landing pages are quick and inexpensive to produce. They can provide campaign cohesion by aligning the ad and Web page creative, increase your ROI on paid search campaigns, and turn anonymous Web site visitors into valid prospects. What’s not to love?

But problems with landing pages can turn visitors off and lower your conversion rates. Some of the common problems include:

• Loading up on content. Complex messages or offers may not be easy to explain in a single, concise landing page. So you’re tempted to overload landing pages with a lot of content. Visitors are forced to sift through it all to find what is relevant. We know what that does to conversion rates.
• Being all things to all people. If you have a simple, compelling offer that is equally applicable to everyone who hits your landing page, that’s great. A single page will probably work well for you. However, if multiple audience types will click on your ad, a single landing page that tries to be all things to all audiences will have a lower impact on each audience because their specific interests are not addressed. Strength of message is diluted. Again, conversion rates plummet.
• Looking cheap. Because landing pages are quick and inexpensive to create, they sometimes end up looking cheap. And your brand takes a hit. You know the saying: you can only make a first impression once.  All of your landing pages should have a clean and professional look that reflects positively on your company’s brand image.

Avoiding Landing Page Problems
It’s a challenge to provide just the right amount of targeted, informative content for your audiences that will motivate them to act upon your offer and give you something of value in return - their contact information.

Sometimes the best approach to meeting this challenge is not a single landing page, but a landing path. A landing path might be two or more pages you lead the visitor through. On the first page, you allow the visitor to choose a path based on their interests or profile. On ensuing pages, you provide content directly related to their choice. Your offer might be present on all pages, but it won’t be the only content prospects see.

Landing Page vs. Landing Path
Here are some guidelines to help decide if you should use a single landing page or a landing path consisting of more than one page. Choosing the right approach will help you eliminate most landing page issues, but it won’t solve the “looking cheap” issue. You need to address that whether you choose landing pages or landing paths.

Use landing pages when:

• All audience types have the same information needs
• A simple offer needs little explanation
• You have established brand credibility with your audience

Use landing paths when:

• Various audience types have different information needs
• A complex offer needs explanation or “selling”
• Your audience or market may be unfamiliar with your company