The last thing a potential customer wants is to click an ad for a product or service, only to be sent to a generic page that requires them to navigate their way to the advertised promotion.
Don't do it. Stop those ads right now and get a landing page.
Why get a landing page?
You've set up a Google Adwords campaign and potential leads are clicking to your website. You know your products are great, or your newsletter is really interesting, or your services actually work, but no one wants to take the next step and call/hire/buy something from you. It could be because you're not as good as you think you are, or it could be because of a poorly designed landing page.
Having a properly designed landing page is the best way to increase your website conversions. Send your Pay-Per-Click customers directly to the page or information they were looking for and watch your conversion rate soar.
What goes on a landing page?
Here are six key features that all good landing pages have in common that help make them the sales-converting-machines they should be!
Landing pages need a headline that compliments the Ad copy. Having matching terminology on the landing page and within the ad can also help with your Ad quality score in Google which can in turn reduce your cost per click.
Page headings also need to be attention-grabbing, and encourage the visitor to read more - after all its the first thing on the page that they will read.
Grammar & text
This shouldn't really be limited to landing pages, however having bad punctuation or spelling on your landing page, Ad copy or throughout your website doesn't do much to build credibility, professionalism or trust in your business, which can negatively affect your conversions if asking for personal or billing information. Even when you're not asking for payment, it just looks unprofessional. Always proof read everything!
More on 'trust'...
Making sure your landing page has a number of trust indicators is also fairly important in getting people to complete that MDA (Most-Desired-Action). Examples of trust indicators include testimonials, media releases, security certification (e.g. Verisign) or guaratees.
Include a Call-To-Action
If you don't tell your visitors what to do when they land on the page, they won't know either! Give each landing page a Call To Action (CTA) to guide visitors to the next step - be it fill out a form, purchase a product, signup to a newsletter or download a demo.
Some key things to note about effective CTA's are:
- Sweaten the deal by offering an incentive - for example a discount or free gift
- Don't confuse the visitor with too many CTA's.
- Use 'urgent' language to encourage quick action, for example: Sale ends November 30th, Buy now and win
- High and prominent placement. Don't clutter the CTA with other content.
- It might seem obvious, but use a constrasting colour for your CTA - even if it might not match your website.
- Size matters - but you don't have to go overboard.
Images & video
Utilising images or video of your product or service in use, demonstrations or video testimonials can positively impact on a landing page's success. It helps with trust, while encourage visitors to go to the next step and find out more.
Above the fold
Don't make people scroll for the information they expect to see straight away. The most important information, including the Call To Action, should always be above the fold.
Get an effective landing page designed today
We're not only here to get traffic to your site, we're going to tell you how to best convert that traffic to sales, leads or whatever else your MDA (most-desired-action) is for your ads. We will help design and develop a suitable landing page for each ad in your PPC campaign and we'll make it editable and reusable.
If you want more information about Landing Page Design or pay-per-click advertising services you can call us on 1300 733 088 or submit an enquiry.