As competition intensifies in the digital marketing sphere, it’s not enough to just have a website anymore. If you’re in business, you probably need to make a certain amount of sales or generate a certain amount of leads. All this while sticking to a budget and having limited hours in a day! So, why not work smarter not harder? Designing an effective landing page can do some of the work for you!
We assume since you’re here reading this you already have heard of landing pages. Yet, you might not be entirely sure why you should get one and how they help. So, let’s get back to the basics and go over what we mean by a landing page.
What are landing pages and how do they work?
A landing page is a page on your website (or sometimes on a sub-domain) that is specifically designed to convert traffic to leads. It is often a standalone page that isn’t visible to organic visitors.
Landing pages are typically designed for a specific campaign. They’re particularly effective for Google Ads campaign or other PPC (pay-per-click) campaigns. When your ad appears in Google search, it’ll take visitors to the landing page instead of your regular website. The aim is to make the conversion process as easy as possible, which is what makes landing pages such a powerful marketing tool.
So why go to all this effort of building a specific landing page when you’ve probably spent a whole lot of money on a shiny new website? Well, here’s the deal: it could make or break your campaign.
Why landing pages matter
Have you ever clicked on an advert for something you want, only to land on a website that has nothing to do with it? Or maybe it was so complicated you couldn’t even bother to look around? It’s irritating, and most users will simply bounce.
Google reported nearly a third of smartphone users immediately switch to a different website if a site doesn’t clearly satisfy their needs. More specifically, they reported 64% of users switch because they can’t find what they need straight away. Or, they must take too many steps to get what they want.
This is why you must be directing people to landing pages with easy-to-understand content. A good landing page offers all the essential information laid out in an appealing but concise way, with an obvious and effective CTA (call to action).
So, how do you make sure your landing page converts? Let’s delve deeper into that.
How to design a landing page that converts
As we said, how your landing page is built can make or break a campaign. To convert, a landing page has to be built with consumer psychology and behaviour in mind. What’s the journey of someone who is looking for your products or services on Google? What do they need to know and see to be convinced? Asking yourself these questions is a good starting point.
After you’ve done that, here are our top five essential elements for landing page design:
1. One specific purpose
Choose one product, service or goal to achieve with this page and stick to it. There’s no use showing off every feather in your cap, it will only confuse potential customers. Keep it simple!
2. Compelling header and subheader
Engage people right from the get-go with a punchy header and subheader at the top of your landing page.
3. Interesting and informative copy
Keep your text short and sweet but include enough information to get them over the line. This is when you need to get creative with your copy. If you need help with a little flair, contact us about our copywriting services.
4. Attention-grabbing imagery
Make sure your layout is visually appealing, complemented by high-quality imagery. The imagery should be optimised for web use while maintaining a good resolution. You want your images to be relatable yet aspirational – create a story and connect with your customers emotionally.
5. A Call To Action They Can’t Ignore
This is possibly the single most important aspect of your landing page. Ensure your CTA stands out. Use contrasting but relevant colours and action-orientated copy for the CTA button, e.g. “Call Now”. Provide the CTA more than once throughout the page so the viewers don’t have to scroll up or down to find it.
Got these basics covered? That’s great! These five tips are a good jumping-off point, but there are many more elements to include to make the most of your landing pages. Additional ideas to work on include social proof (testimonials, reviews), a clear value proposition, pain-point triggers, effective subscription methods, and more.
So, how do you know if it’s working?
Of course, one your landing page and campaign are live, it’s important to measure how they perform. To make it easy, Google has implemented a landing pages section on the Google Ads platform. It allows you to examine which of your URLs are mobile-friendly, which drive the most sales and which ones need fixing. If you want to learn more about this, head to the AdWords support page.
What’s more, Google Analytics can communicate with Google Ads. It offers invaluable information on what your visitors do between the click and the conversion.
Need some help with your landing page?
Building an effective and competitive PPC campaign is easier said than done. With our five basic tips in mind, you’ll be in a good place to start.
If you find this a bit much to wrap your head around, we don’t blame you. Did you know our Google Ads management service includes free landing pages? As PPC campaign experts we are big believers in the power of landing pages. That’s why we create a free custom landing page for each of our clients. We research your business, your unique selling points and your audience to inform us of how to construct the landing page.
Get started now with a free Google Ads audit.