Landing pages are critical to online businesses as they can be powerful tools when it comes to the conversion and selling phase. Basically, a landing page exists for the reason of capturing a potential customer’s information through a simple web form. Conversion can take on a variety of forms. It can be a subscription to a blog or a newsletter, a completion of a form for an e-book or white paper download, or, most importantly, it can be providing transaction details to purchase a product you are offering. No matter what it is you want to accomplish via your landing page, you need to make sure that it does what you intend it to.
Why You Should Direct Your Google Ad to your Landing Page
If you run an online business site today, chances are you are making use of Google Adwords to drive traffic to your site. With the use of the right keywords, you create your campaign and then direct it to a landing page pertinent to your Google ad. Typically, traffic is sent from the Pay-Per-Click (PPC) campaign to a landing site that is optimized to match with the keywords that the searcher used. In essence, the landing page should be able to provide what your advertisement promises and what the potential customer is seeking.
Directing a Google ad to a specific landing page does a number of enormous benefits to your marketing budget in three correlated ways.
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A higher Quality Score.
This pertains to an evaluation of the relevance of your ad, keywords, and landing page to a prospective customer. For the pay-per-click marketer, this is the key to an effective paid search engine marketing campaign.
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Better rankings for your advertisement.
When your Google ad gets a better Quality Score, it typically results to an increase in your ad ranking, which then results to more visitors finding your site.
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Better conversion figures.
With an increased number of visits to your landing page from targeted customers, your conversion rates rise as a result. Overall, this signifies a better ROI.
A GOOD LANDING PAGE WILL TYPICALLY HAVE A FEW BUT PERTINENT EMPTY FIELDS TO FILL OUT, RELEVANT IMAGES, A SUBMIT BUTTON, AND CONCISE VERBIAGE THAT INFORMS USERS WHAT TO DO IN ORDER FOR THEM TO GET WHAT THEY WANT.
How to Make an Ideal Landing Page
As indicated, a landing page plays a crucial role in converting a visitor to a shopper. Having prospective customers clicking on your Google ad that leads to your landing page is just one part of the process, but it is definitely the first step to a potentially successful transaction. Therefore, your landing page must not only be aesthetically appealing, it must also hold value for potential buyers – something that will convince them to stay long enough to provide you their details.
First off, the landing page has to be easy to navigate and effectively guides a visitor throughout the entire process. A good landing page will typically have a few but pertinent empty fields to fill out, relevant images, a Submit button, and concise verbiage that informs users what to do in order for them to get what they want. Expediting the whole process saves the user’s time and gives him less time to change his mind.
Making a Clear and Effective Call to Action
When you create content for a landing page, your foremost objective is to inspire – and compel – your readers to act on your offer. While a headline is important, your call to action is much more significant as it acts as the make-or-break element of your landing page. Simply put, the point is to give them what they are looking for. Below are guidelines to remember when crafting content for a call-to-action page.
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Lay the foundation.
A call to action should be preceded by a customer’s awareness of a need. Users who click an ad usually have a need they want answered. To keep their interest, make it clear that you have what they are looking for. Elucidate the benefits they will get when they heed your call to action. Be sure to answer the question: What will the user accomplish from completing the call to action?
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Sweeten the deal.
When you encourage people to take notice of your proposition, you have to occasionally offer a little extra that will help convince them to carry out a call to action. Free gifts, discounts or a chance to win in competitions are among the most effective ways to entice users to bequeath their precious details to you.
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Make use of active, urgent language.
Like previously mentioned, for a landing page to be successful, it has to be written using clear, powerful and active words, with terms that suggest immediate action such as the following five.
- Call
- Purchase
- Subscribe
- Register
- Donate
Making your Point
After making a persuasive call to action, you need to provide this particular call to action on different pages of your website. The landing page is an important page for your call to action and it is an efficient move to direct users to a part of your site that contains this definitive encouragement.
If you want to achieve a better effect, place some form of call to action on each page of your site. It does not need to be the same for every page as you can entice users through minor actions that eventually lead to your main purpose.
RATHER THAN JUST DIRECTING YOUR POTENTIAL CUSTOMERS TO YOUR HOMEPAGE FROM YOUR GOOD AD, YOU CAN ENDURE BETTER RESULTS BY POINTING THEM TO A LANDING PAGE THAT ENTICES THEM TO DO BUSINESS WITH YOU.
It is clear what the benefits are of having a landing page that works. It can spell additional sales for you or it can be a good opportunity that goes down the drain. So, rather than just directing your potential customers to your homepage from your Google ad, you can ensure better results by pointing them to a landing page that entices them to do business with you.
With that, it is vital that you spend the time and the resources to measure your landing page and make sure that it aids you in achieving your ultimate goal, which is to increase your sales. With an optimized landing page that highlights a convincing call to action in answer to a customer need, you can look forward to better conversion rates and improved revenues.
