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Regardless of how consumers enter your Web site, there is one smart way to ensure that your brand leaves a positive impression: create unique landing pages for different audiences. Landing pages are designed specifically to work with a search engine strategy. When a consumer clicks on a search results listing tied to a specific keyword, he or she is taken to a landing page with content linked to the search term.

“A great landing page can really help you stay relevant to users and also help you keep track of how they interact with your brand once they get there,” says Colin Hutt, president of Primum Marketing Communications in Milwaukee. Landing pages are especially beneficial when a business embarks on multiple campaigns around a single brand, he adds.

To improve your landing pages as part of building a brand, consider these tips:

• Be clear. Providing information in a straightforward way leads to sales. Describe your guarantee and return policies in unambiguous language.
  
  
• Do an “eyesight” check. To see how visitors are viewing your site, test different browsers by visiting BrowserCam.com.
  
  
• Use the same headline from your paid search ad on your landing page. Adding additional information tends to dilute your message and turn away customers.
  
  
• Try two different landing pages to see if your conversion rate changes. Sometimes one simple improvement can double or triple your results.