What Is a Bridge Page And How To Build One?

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Bridge pages are a great way to increase your search rankings!  These pages are developed to funnel users from one static landing page to another, with a few unique benefits. Here I will answer the question "what is a bridge page?", outline why you should be using them, and how to build one for your business.

What is a bridge page?

Bridge pages are a method of increasing your search rankings.  

What Is a Bridge Page And How To Build One

There are 4 primary benefits to a bridge page:

  • Bridge pages can increase your rankings, because a search engine will rank your destination page higher when friends link back to that specific page. If the destination page has highly relevant content and other ranking factors, then it leads the search engine to believe that this page is very useful and important.
  • Bridge pages can pass link juice from one page to another. This can be particularly useful in situations where you want to pass link juice from one landing page to another. You could also use this to pass link juice from one section of your site to another.
  • Bridge pages can increase the time on site of users. This is because a user that visits a bridge page has been specifically directed there and may be more interested in your product or service than a typical visitor to your site.
  • Bridge pages are also an effective way to increase conversion rates. Users must complete an action, i.e., clicking through, in order to visit your destination page.

In short, if you're searching for a particular product or service, the bridge page will appear at the top of your searches.  When you click on it, you'll be taken to the landing page for the specific product or service you searched for.  The bridge page is critical in that it provides credibility and trust when it comes to products and services that require verification.

Why do you need a bridge page for affiliate marketing?

Bridge pages are a MUST for any affiliate marketer.  These are the same types of pages that most affiliate marketers use on their sites but they are standalone pages.  If you're an affiliate marketer, the biggest question you should be asking yourself is "What am I going to do if my affiliate program terminates and I can't find another one to replace it?"

If you're creating a bridge page, then you know that people are searching for your product or service on Google.  The bridge page acts as a way to funnel these users back to your landing page.  Most affiliate marketers report that they have a better conversion rate when using bridge pages.

The other big benefit to using bridge pages is that it can protect you IF your affiliate program terminates.  If you have distributed link juice throughout the content on your website using anchor texts, the majority of that link juice won't pass through to your next landing page. 

However, if you have spent the time creating a bridge page and linking all of your content there, then the majority of that link juice will pass through to your next landing page.

Bridge page vs landing page

A bridge page is in many ways similar to your primary landing page for your affiliate program.  They are almost interchangeable, but there are some important differences.  The most important difference is that a bridge page focuses on the destination page for your action, whereas your primary landing page focuses on the various benefits of the product or service being sold.  

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The other important difference is that you don't need an individual domain name for a bridge page.

In terms of how they get indexed, they're treated very similarly. They both are subject to the concept of how many links point to web pages.  The more links pointing to a page, the more likely it will be indexed by Google.  

They're also both subject to Google Quality Updates. I suggest using the same quality content on your bridge page that you use on your landing page, so that they are indexed in the same way and are both treated equally by Google.

In simpler words, bridge pages usually focus on displaying a CTA whereas your landing page will help you list off all the reasons why a viewer should complete an action.

What do you need on a bridge page?

When it comes to the type of content you should include on a bridge page, there are two schools of thought, and it all comes down to what type of offer you are promoting, what the other landing pages have on it, and what your main goal is.

Here are all the reasons why you need a bridge page:

Capturing emails

Most people want to be emailed when they visit a bridge page.  This will most likely be your primary goal for a bridge page.  You should focus on generating more leads into your marketing funnel.  The way to do this is by offering those visitors an email address that can be used when they visit the next step in your funnel.

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A simple capture form may be the best option for those who believe that the potential consumers traveling toward the offer will not purchase on the first look, or if the page they are being forwarded to does not capture emails.

These types of pages are perfect for collecting an email and then leading people to the offer in question because they have minimal information, such as zero to no copy other than a potential compelling headline.

You can use this strategy to increase your commissions if the offer you're advertising doesn't collect email addresses on exit or anywhere else on the offer page, so long as you don't have to pay for it.

Warm up copy

There are a few offers that just allow you to push your potential clients straight onto a checkout page, and these types of offers can be more difficult to convert with, as people don't want to go through a video or need some kind of information before having a checkout page slammed in their face.

As a result, you can include pre-sales content such as "warm up copy" on your bridge pages, which explains what the product on offer is all about, how it can benefit them, and whether or not you have a special discount for them to take advantage of.

When people stop reading the sales copy or decide this is not a product for them, it is designed to send them to the next page only if they are truly interested in the product.

It's useful since you can target folks who have clicked the "checkout" button to see whether or not they have purchased the product. If they have, you can send them directly to the checkout page of the product and this way avoid sending them to a potentially unknown shopping cart.

A strategic mixture

A combination of sales copy and email capture is a great option if you are unclear about how well an offer page will convert or if you just want to be able to send emails to potential customers.

Depending on the length of the sales content, this strategy calls for at least three distinct email capture locations, usually at the top, middle, and bottom of the page.

If you are more confident in the quality of the content, then you could display a single email capture area at the bottom of the landing page.

This is great for those affiliates who want to capture emails and push potential customers who may be on the fence about purchasing a product to go ahead and purchase it.

Can I create my own bridge pages?

The quickest way to make a bridge page is to take your primary landing page, add some links pointing to other parts of your website, and create a unique headline. Another quick way to make a bridge page is to take the secondary landing pages on your site and link them to your current primary landing page.

If you have an offer on a single page, then this can be done in two different ways.  You can either combine all of the content from the offers you have on that page onto one page, or you could link each offer off separately. The latter is what I would advise, as this will help you to rank the pages separately, and will also help you to continue building links within your content.

For what it's worth, you can sometimes convert better with an offer that is on a single page since your entire sales copy can be focused on the prospect.  You may also see better results if your offers are naturally related to one another and you have a need for them all to appear on the same page.

It's pretty simple to create your own bridge pages if you already have a primary landing page, as you will just need to link off one or two other landing pages and create a unique message for the people who arrive on your bridge page.  You should also be sure to have all of the required items on your page, including the email capture form.

If you are using WordPress, there are some plugins that you can use to link off pages with a single line of code.  You could also use widgets to list off the pages.  I have used both methods and they have worked very well for me.

Take a closer look at the step by step process of building a bridge page:

1. Design your bridge page

The first step is designing your page. You can use the same or a similar design for your bridge page as you would for your other pages.  Personally, I like to pick a new color scheme, as well as a new header image that matches my landing page.  

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I also make sure to keep my design consistent.  You want your bridge page to be unique, yet still look good.

2. Write your copy

Next, write some copy for your page. You want to make sure that the calls to action are very explicit in order for them to convert better. Remember, the people who will be viewing your page now are more likely to buy because they know what to expect.

I also put up a second, smaller sign for my readers. This sign is mostly for my affiliates, but I place it on my website to remind people that I have an affiliate program. I also use this sign for a lot of my other pages as well.

3. Add your email capture form

After pouring over your new landing page and completing your offer, add an email capture form right underneath the headline and call to action. You can use the same form as you would for your primary page, but this time it will redirect once the user has entered their desired email address.

I like to use email capture forms that are designed to be responsive, since I know that a lot of people will be accessing my website on mobile devices. It's also important to make sure the form works well on all different sized devices.

I usually like to place my form right underneath the headline and a signup table, as this is where I would put it on my primary landing page. By placing it just below this area, I can continue using it on most of my other landing pages as well.

Conclusion

If you are new to affiliate marketing, it may seem like a lot of work, but keep in mind that the results can be incredibly rewarding if you put some time into it.  Try out different strategies and see what works best for you.  I have found the best results come from keeping it simple and just trying one thing at a time.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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