Joe Poniatowski

I recently wrote an article on Helium, trying for a Marketplace sale. The topic was on the benefit of static landing pages for marketing web sites. I have my doubts about getting the sale, as my article is only rated 5th out of 7 right now, but you never know. In any case, here’s an excerpt:

While dynamic pages offer a number of desirable features for web site owners like design consistency and up-to-date information, in order to optimize the effectiveness of your internet marketing website you’ll want a static landing page. Static landing pages offer several advantages over dynamic pages where attracting and retaining visitors is concerned. This is of course essential to converting web site visits to sales.

First, assuming you advertise your product or service on other web sites, when users arrive at your site after clicking one of your ads, most of them will leave within a few seconds if they don’t immediately see the information that prompted them to click on it in the first place. They do not want to fill in any forms, navigate your site looking for the information, or wait while the page is generated dynamically. Having the relevant information presented in a concise, statically loaded page will capture their attention and keep them from wandering away. For best results, this page should be customized for the advertisement or ad campaign that brought the visitor in. Thus, if you have different ads for a variety of products or services, each should link to a different landing page, optimized to deliver information relevant to that product or service, with a clear indication on what the user should do next. Many on-line marketers are realizing higher Click Through Rates this way.

Second, when content is dynamically generated, it may not always present the information your visitors are looking for. Pages are generated based on data, and if the data is unavailable (if for example, a service is not responding or a database is down), the page may not contain any information useful to your visitor. It may give error messages, or it may not render at all. Nothing will turn off first time visitors faster than a web site that appears to be broken. They’ll leave and likely never return.