Get Your Visitors to Take Action on Your Landing Page Every Time
Landing pages allow businesses to give singular offers for visitors. The very best landing pages have a strong offer, with all the elements on the page working together to explain a brand’s value clearly. When used with pay-per-click ads, they work with the ad to get visitors to take a desired action like making a purchase. Users who arrive at a landing page after clicking an ad are more likely to click on your call-to-action button than if they came through organic results. In this blog, we will be discussing how to create the perfect landing page for your PPC ads, and some of the mistakes that PPC marketers make.
What is a landing page?
A landing page is a standalone web page that a visitor lands on after clicking the link in an email or ad. It is created as part of a marketing or advertising campaign, with the goal being to get the visitor to complete an action. Unlike regular web pages that have multiple goals, a landing page is designed to have a singular goal, known as a call to action. With brands having a varied catalogue, multiple landing pages are designed to promote each category of product and service. For example, one landing page should talk about floor tiles, while another one should focus on kitchen backsplash tiles.
The call to action should reflect your goal. So, your call to action should be to sign up for a webinar, fill out a form, seek more information/details, or make a purchase. The singular goal of landing pages increases conversions rates, making them an affordable way to market.
How to Create the Perfect Landing Page for Your PPC Ad
Good landing pages focus on traffic that comes from a specific place, like after clicking on a PPC ad for example. With their single purpose of generating leads for your business, you can support your business and improve your paid search campaigns. Here are the steps you should follow to create a landing page for PPC ads:
1. Learn to code or use a landing page creator
If you are a do-it-yourself kind of person you could learn coding, but that would require some investment of time and effort. Alternatively, you could go the easy route and use a landing page builder instead. Unbounce, Wix, and York are some great options.
2. Write effective copy
Ensure that when you write copy for your landing page, it makes use of the keywords you use in your PPC ad. Start with an impactful headline and supporting tagline. Include benefits and a lead capture form. Your copy should also match with the language and tone of your ad. This is called “message matching” or “ad matching.” For instance, if you are using the phrase “high–quality wood veneer” in your ad copy, ensure that you use it again in your copy.
3. Keep it short and to the point
In line with the saying, “Less is more,” you should keep your landing page short and simple. The most important content on the page should appear “above the fold.” This term comes from the newspaper industry and refers to the content that appears on the upper half of the front page of a newspaper. The above the fold content on a landing page is the content that appears to a visitor before they need to scroll down to see more. Clutter will damage your pay per click campaign.
4. Add a few sharing links
While some customers may arrive on your landing page after clicking on your PPC ad, you can get more customers by including share links. By enabling sharing, you will encourage visitors to share your content with people they know. You may not have otherwise been able to reach these other individuals and the best part is, you can now do so for free! Add both social media and email buttons so that the page can be shared in just a click.
5. Avoid external links
Most landing page experts agree that you shouldn’t add external links on your landing pages. Because in doing so, you distract visitors and prospects from clicking on your CTA. This then reduces your conversion rates. It can be tempting to include a link to your website or a product page, but this will end up taking visitors away from your page. The only other link you should include is for undecided prospects, so that they can learn more about your brand or your offerings.
6. Have a clear call-to-action
It is important to know what you want people to do on your landing page. Your call-to-action (CTA) should be in line with this goal. Because you don’t want to have two conflicting CTAs. For example, don’t have one CTA that says “Get Your Free Quote” and another that says “Learn More About Us.” These are two different actions, and visitors may get confused about whether they should ask for a quote or learn more about your business. Instead, use a singular, focused call-to-action.
7. Test your landing page
No matter how perfect you think your landing page is, there is always room for improvement. You can test how many people are clicking on your social media buttons and whether it is distracting them from your CTA, for example. Try A/B testing which compares two different versions of the same landing page. In this test, try different variations of headings and CTAs to understand which versions are bringing in more clicks and conversions.
Landing pages are an important part of your pay per click ads. They allow you to target your audience and give them something of value. If you have added a lead capture form, then they are also great ways to capture information about who they are. In combination with pay per click advertising, creating a landing page for your PPC ad is very valuable.
CMGurus is a digital marketing agency for construction companies. We have a team of PPC experts who handle pay-per-click management for construction brands. Our design and content experts also know how to design and write content for landing pages that deliver high conversions. Contact us for a quotation on PPC ads and landing pages.