PPC Management: 10 Tips to a Better Landing Page
By: Cari Bacon | September 2, 2014 | View: 7236
By: Cari Bacon | September 2, 2014 | View: 7236
Let’s talk landing pages. Landing pages are the first impression potential clients and customers get of a business when they click through from paid media / PPC search engine results. Given it’s the introduction of your brand to new customers, and you only have one chance at a first impression, you better make your landing page one heck of an experience.
Sometimes small changes can make the biggest impact on your conversion rates. So to help you deliver the best first impression to your new customers and clients, we’re offering up 10 tips to help you develop better landing pages.
1. Who are your clients? – The better you understand your audience, and potential clients, the easier it will be to tailor your landing pages to their needs. Put yourself in their shoes.
2. Easy to read/pleasant to look at – What does your landing page look like to a new visitor? It is best to keep things simple and uncluttered. Make the content easy to read. Put your call to action above the fold. Make sure any images that are used are pleasant to look at and add to the copy. Also be sure that your landing page copy matches that of your marketing. Do not confuse visitors to your landing page. For instance, if your paid media headline is “Expert Carpet Cleaning Services in Dallas,” and the content on the page mentions nothing of carpet cleaning or Dallas, you’re going to lose the potential customer.
3. Great Headline – When your client clicks through to your landing page, you are there to solve their problem. They need YOU to make their life BETTER! Tell them how YOU are their saving grace right away without any questions.
Consider calls to action and aspiration in your headline. Here are a few examples we’ve seen that have caught our eye:
Whatever the solution is that you are proclaiming in your headline, be sure that it matches your product. Don’t promise something on which you in no way can deliver. (Editor’s note: Once, I bought a cape because an ad on Google told me that the cape would give me superpowers beyond my wildest dreams. Granted, I looked amazing in it, it in no way gave me superpowers. This was a hard lesson to learn when I confronted some evil-doers in a dark alley.)
4. Call to action – Make sure your CTA (Call to action) matches your headline or sub-headline. Do not confuse your visitors. If there is no match, the visitor might think that they have landed on the wrong page and not complete your CTA. Also, make sure the CTA is above the fold and is easy to see!
5. A form to capture information – You should incorporate a form to capture information from your visitors in your call to action. This can include asking for their name, email and any other information that can help you better understand your potential clients.
6. Only ask for necessary information – Clients do not want to give up information. The more necessary fields you have for the client to provide information for, the more work it is for the visitor, and the less likely they are to fill it all out. While it is true the more information you get from visitors the better your information will be about your visitors, do not overwhelm them.
7. Don’t use the word SUBMIT! – Refrain from using the stereotypical and overused word, “Submit” on your CTA form. It’s too vague and customers can find it a bit spammy. Instead, use a phrase that correlates closer to what the CTA is. Make them excited about giving you their information. They should feel like they’re getting something back from you. Try wording such as:
8. Trust Symbols – There are a lot of fakes on the Internet, and people are wary about giving their information to anyone, especially a website that they do not know. If your site has worked with well-known companies, uses security, is part of organizations like the BBB, put these logos on your landing page to add accreditation and trust to your company.
9. Be mobile friendly – Having a mobile friendly landing page can increase your sales and conversion rates. (Source: InternetRetailer) With the majority of people using their mobile devices to search the Internet, it would be in your best interest to make your landing page mobile friendly.
10. Social share buttons – If a visitor likes you and your product enough to give you their information, they may want to share about the killer deal they just got, or a helpful resource they just found to their friends. Be sure that your social share buttons easy to see and use.
These 10 Tips to Better Landing Pages are only the first step. Once you implement these changes, the next phase of testing what works and what doesn’t happens. We’ll get into A/B Testing later. In the meantime, try these tips and let us know how they work!