Search marketing isn’t just about what goes on in Google Adwords or Yahoo/Bing. Cognitive search marketing strategies embrace more: reliability in online/offline branding, social media, and content generation. But there’s one peripheral aspect of search marketing that is somehow tied to conversion rate and campaign success.

Design GREAT landing pages.

It perhaps seems like sending traffic to your homepage is a good idea. After all, it’s the vital core for your whole website. It’s like your company’s directory. A visitor can go anywhere from here! Problem is…

… if they can go anywhere they can poke around, get lost, chase butterflies, get distracted, float away, or get lost for ever!

If you started a search marketing campaign the purpose of having it is for conversion – whether a sale a download or completed form – you need to do all you can to keep visitors focused.

Think of it this way. Search marketing is like a radio or a television ad that sends visitors to your business. But if your business is a mess – if it is not welcoming or appealing, if visitors can’t find what they want or what you offer – you will lose sales. Keep it easy pleasant and a little sexy. You should be thinking the same way when you advertise online. Stay easy, pleasant and a little sexy. When I say sexy I mean design wise, new fresh and exciting to the eye. Not the “other” meaning, sorry.

CALL TO ACTION!!!

It doesn’t matter if your conversion is a sale, download or form completion, design is important. Have a single, big, clear call-to-action. Big SEXY Buttons draw the eye. Be descriptive. Use “old school” action phrases like “Try it Now!” “Get Started!” Or the classic “Buy Now!” They work.

If you SEM them, they will come!