I see this all the time…
I’ll do a search. I’ll see an ad that’s relevant to my search. I’ll click that ad…
… and the landing page is about something else.
I’ll give you an example, I searched for “supply chain management.”
I saw an ad that said:
“Supply Chain Management System – #1 Cloud Inventory Solution
NetSuite Inventory Management & More. Request a Free Tour from NetSuite Today.”
OK, it’s looking a bit like a general ad that uses dynamic keyword insertion…
But this keyword has decent search volume, so let’s click it.
And it takes me to a landing page that says:
“NetSuite: Award Winning
Manufacturing Software”
OK, “supply chain management” and “manufacturing software” are definitely related… but they’re not the same thing.
And, yes, if you go down the page, you’ll find the phrase “supply chain management” buried in the middle of a long sentence.
It’s like a conversation that goes:
Me: “I’d like to know what you can do for my supply chain management.”
Them: “Did you say ‘manufacturing software’?
Me: “No, I said, ‘supply chain management.’”
Them: “Great. Let me tell you about our manufacturing software…”
They’re not entering into your conversation. Instead, they’re asking you to translate – or guess – how their conversation might relate to the problem you’re trying to solve.
I see this with SaaS companies all the time.
Rather than take the time to write a landing page that starts with the prospect’s goals and explain how the SaaS can help them achieve those goals… the company sends them to a landing page that’s tangentially-related and leaves the prospect to do all the work.
The result?
Badly-converting pages.
So take a look at your high-volume search terms and the landing pages they go to. Do those landing pages relate to those terms?
If not, it’s time to write some new pages.
All the best,
Steve Gibson
