When it comes to PPC marketing, sending visitors to a landing page is often far more effective than taking them to the home page of your site. This is because the home page needs to be general. It must cater to every single potential client and it needs to encompass all of your services or products. A landing page can be unique. When someone searches for “Orlando lawn care,” you have a much better chance of getting their business if you have them land on a page for lawn care services offered by the Orlando branch of your company rather than the home page that boasts six different locations and a myriad of services. A highly functioning landing page can make a world of difference in your conversion rates so it pays to make sure yours is top notch.
Ask yourself the following 7 questions to see if your landing page is up to scratch.
- Does my landing page have an obvious unique value proposition (UVP)?
Make sure visitors know what you do for them and why you’re the best. Think end benefits, here. Your UVP should be 1-3 sentences and is ideally the first thing a visitor sees when the page loads. This should be centered on the client, not you, so no “We do this” UVPs. Consider this example for a fitness website: “Get fit in 30 days.” It’s succinct, visitor-focused, and explains what your service will do for them.
- Does it have a noticeable call to action?
Every landing page should persuade the visitor to convert, whether that be signing up for emails, registering for a service, etc. This should never be something the visitor has to search for. In fact, it should be one of the first things they see, inspiring them to sign up as they read more about your company.
- Is the headline on the page a direct continuation of the link that sent them there?
Continuing with the fitness page example, if the PPC ad that sends the visitor to your landing page says, “Need to lose weight fast?” your landing page should have a headline that says something like “Lose weight fast” or “Get fit in 30 days.” It should not be “How to lose weight” or “We’ll help you lose weight.” The person that clicked the PPC ad wanted a way to lose weight fast and neither of those headlines delivers that.
- Is your site fast enough?
The average visitor is not looking to invest time on your site. It takes just a few seconds of extra loading time for the visitor to decide it’s not worth it and click away. With PPC advertising, you pay for the click either way so don’t waste your money by having a site that people won’t wait for.
- Do you have any incentive included in your call to action?
With PPC ads, the majority of your clicks will come from first timers. First timers are more likely to need something in return for signing up. This doesn’t necessarily mean giving something away for free. Even saying “Sign up today for FREE to get full access to our extensive database of fitness and health articles,” will be more enticing than “Sign up now.”
- Does your landing page have any trust elements?
Why should a visitor trust you? How do they know you’re not a scam? Including page elements like testimonials and social media links can greatly increase the trust between you and the potential client. Give them opportunities to see real people praising you.
- Does your site follow basic design principles?
This one seems obvious, but it never hurts to take a step back and look at your page with fresh eyes. Visitors don’t want to look at jarring, garish colors. The visitors should not squint their eyes to see the dark text on the dark background. They especially don’t want to weave through a wall of text to find relevant information. Keep it simple. Keep it straight forward.
Landing pages are optimized to be as visitor-friendly and as conversion-ready as possible. These are the kind of pages that will regularly turn visitors into clients and current clients into long-term, trusted customers.