When a visitor arrives on your website, that page becomesa landing page. For many people they automatically assume this to be their homepage. In fact, they often choose this as where to send visitors with their payper click campaigns. This is a mistake that costs them money because of theclick and a chance to convert a visitor into a client because of the page.
When developing a pay per clickcampaign or even optimizing interior pages of your site for SEO, consider eachof them as a door in which prospects arrive at your site. If they enter anddon’t find what they like, they back out. If they don’t find what they’reexpecting, they also step out, as if they’ve feel like they’ve gone to thewrong address.
If you wish to have a successfulmarketing campaign then put some effort into developing successful landingpages. SEO and pay per click are designed to generate traffic to your site. Itis landing pages, however, which convert this traffic into visitors.
Here are some proven methods to helpyou create effective landing pages.
Create specific pages for a campaign
When many people set up theircampaigns on AdWords, they have the ad link to their home page. The centralflaw in sending visitors to your home page is that your page is often designedfor multiple audiences. The home page should summarize your business. A landingpage should address one specific market and what their needs are.
When someone clicks on an ad itsbecause they have a specific need or objective. The landing page should addressthat need. For example a plumber running ads for sewer repair or bathroomrepairs shouldn’t have these ads go the same page. They are two differentmarkets. Yes, you may offer a number of services or products, but introducethem to your prospects after they’ve become a lead.
An additional benefit of this isthat it could also help lower your costs per click. Google creates a QualityScore for each phrase in a pay per click campaign. The better the QualityScore, the more likely your ad will appear above your competition, even if theyare willing to bid more on a phrase. One of the criteria for QS is the landingpage. If the words being targeted in a campaign aren’t found on the landingpage, your score will likely be lower.
Have An Engaging Headline
Think about how newspaper headlinesdraw you into reading a story. This is what the heading on a page should do, aswell. The headline on your page is the first thing people will read and thewords here should reflect the ad that drove people to the page. If youmentioned an offer in the ad, then it should be referenced in the headline. Andhave a verb so that they perform so action. Download this or receive a freeestimate or contact us today. This will let them know exactly that they’re todo. The more effort you put into your headline, the better your response willbe.
Have A Call To Action
Don’t just assume the visitorsyou’ve directed to your site will know what to do or that they’ll necessarilyact. A call to action instructs visitors what to do and what they’ll receive asa result of doing this act. Click here is a call to action, but not a veryeffective one because it’s so overused. And it doesn’t have to be text. Agraphic is often a more effective call to action as it stands out more.Whatever the call to action is, keep it above the fold. This is a newspaperterm that means it must be on the top half of your screen. In case your visitordoesn’t scroll down the screen they’ll still see the offer.
Keep The Form to The Basics
Most often the objective of yourlanding page is to capture a lead. To get that all important contactinformation you’ll need a form on the page. The problem is that many businessesthink that they need a complete biography of the visitor. They ask for anemail, a phone number, a mailing address, and the name of their first pet.Maybe not the pet’s name, but often it feels like that. Studies show that themore information you request, the more likely they’ll not fill out the form.Think about what you really need and keep to that. In most cases it’s a name,phone number, and an email. Keep the form short so that you capture the leadand don’t scare them off.
Take off the Navigation Bar
Hubspot has done more than mostcompanies to study how to create effective landing pages and one thing theystress is to remove the navigation tab. The idea is that you want the visitorto focus on a specific action, such as downloading an eBook. For some thisisn’t an option due to how their site is configured. Yet, for many sites itisn’t even a good idea anyway. For example I think B2B sites should keepnavigation bars because companies searching for products or services often domore research than a consumer.
If you have an offer on your site,however, then removing the navigation can often be effective. Your goal is toget the visitor to focus on one activity, filling out the form to receive youroffer. Then when they’ve submitted the form, redirect them to a thank you pagethat does have the navigation bar. You’ve captured their lead information sonow let them browse your site.
Assume you can do better
Unless you’re getting a 100%response to your landing page, always assume you can do better. This meanstesting elements of your landing page, from the headline to the graphics to theelements of your form. Don’t do too much at once or you won’t be able todiscern what worked and what didn’t. Give the test sometime as well.Continuously tweaking the page every few days won’t give you enough data towork with.
If you’re looking for advice on howto create an effective landing page, then contact me today. I’ll be glad toexamine your current marketing strategy to help you generate more leads onlineand have a higher return on investment.