When you create a pay-per-click (PPC) campaign, you need to make a decision about where you are going to send those clicking on your ad. This landing page is vital to the success of your PPC campaign. Without a good landing page, you can’t get your prospective clients to take the next step in their purchasing journey.
Designing the best landing page is about planning, implementation, and testing. Get these three stages right, and you will see a continuous stream of new leads through your landing pages and PPC campaigns. So, how can you use each of these steps? Here are some tips:
Planning Your Landing Page
Define Your Goal – Decide what the purpose of the landing page is going to be. Is it to sign up for a mailing list? Fill out a form? Download an ebook?
Understand Your Competition – Look at what your competition is doing. See who is doing it right and ask yourself, why are they successful?
Know Your Audience – What does your audience want? What are they looking for when they come across your PPC campaign and landing page?
Creating Your Landing Page
Short, Sweet and Not Busy – A landing page should contain all of the information necessary for the audience to understand the value proposition, but it shouldn’t overwhelm them. Never provide more information than is needed.
High-Quality Information – Inspire your readers with high-quality content that is useful to them. It will inspire confidence in your brand.
Be Wary of Exit Points – For great landing pages, know where visitors can navigate away from the page and then minimize these. Keep a careful check on hyperlinks out. Some experts even suggest removing the navigation bar at the top of the page, although others don’t.
Make it Easy – The goal is to have the visitor provide information, or otherwise convert. It is easier when there are fewer steps in the process, or less information is required. Check what you are asking and remove requests for anything that isn’t needed.
Disable Pop-Ups – Do you have a pop up on your website that will activate after so many seconds? Then disable it. Limit what should come between your visitor and their conversion. Let every click be examined and checked that it is necessary for the conversion process.
Perfect Call-to-Action – You want to make an impact? Then ensure you have a great call-to-action. A simple changing of the wording of a call-to-action can triple, or more, conversions.
Compelling Headlines – Eye-catching headlines and subheadings can sell the reasons why your visitor needs to convert quickly. The headline should be quick and highlight the offer, while the subheading should provide more explanation.
Copy – Ensure your copy is engaging. Use words like ‘you’ to make sure that the audience feels that the message and offer are personal to them. Also, use ‘because’ as it helps to increase conversions.
More Steps When Creating Your Landing Page
Don’t Talk About You – People are not often interested in your brand; they want to know what you can do for them.
Glancing View – Make your landing page easy to reach. Headings, subheadings, paragraphs, images and call-to-actions should all be clearly visible.
Match Landing Pages to Ad Text – Ensure that the landing page matches the promise you made in your PPC ad. Otherwise, visitors will leave feeling disappointed with your brand.
Use Color – Ensure that your landing page makes use of colors to enhance the right mood of your audience. If you get it right, they’ll happily convert.
Include Social Sharing – Everything is about sharing these days, so have social share buttons at prominent places on the landing page so others can share them with their followers and attract more friends to your website.
Share Testimonials – Word of mouth has always been a force to be reckoned with. Take advantage and include raving testimonials on your landing page. It builds trust with your audience and increases conversion. Enhance the testimonials with logos of trusted brands that are your current clients, or those who have provided you with a testimonial.
Be Mobile Friendly – The use of mobile technology means you have to ensure your landing page is optimized for mobile devices. If for nothing more than pleasing Google and having your page rank better with the search engine giant. It is also essential that your website fast. The quicker it loads on a desktop or mobile device, the better your rank on Google and quality score on PPC platforms will be.
Be Grateful – Always follow up any conversion with a thank you page.
Keep Testing – Never be happy with your landing page. Always look to create a better one by utilizing A/B testing techniques.
Use Conversion Tracking – Ensure that you have conversion tracking turned on. This way you know how effective your campaigns are and what you might be able to do to improve them in the future.
Do you need help with landing pages? Then contact Mann & Co. today to see how we can help you.