A landing page is like your business’s digital storefront—it’s the first place potential customers go to learn about your business. But what makes a good landing page?
Why a Landing Page Is Important
Landing pages are a great tool to help you get the most out of your paid search advertising campaign. Unlike your homepage and other static content, landing pages are more flexible, allowing you to tailor them to your target audience and make them more personal. By customizing landing pages to speak directly to your specific market and their values, you can capture the attention of potential customers and inspire them to take action.
The Elements of a Good Landing Page
There are certain characteristics of an effective landing page that ensures you discover which content yields the most engagement so you can target specific audiences and increase conversion rates:
Unique Selling Proposition (USP)
A USP is the reason that customers choose to do business with you instead of your competitors. This helps you create copy for your landing pages that relates to different buyer personas and target audiences. Use your USP to craft concise headlines, with supporting ones that offer additional information to motivate potential customers into taking the desired action.
Strategic Imagery
Visuals are just as important as copy. While temptingly convenient, royalty-free stock photos limit engagement. A page that resonates with its target audience uses images that match their core values and communicates your message.
Call to Action (CTA) Buttons and Copy
Your CTA is the key to getting people to engage with your offer, but too many buttons can be overwhelming. Start brainstorming a few different ideas and pick the one that is the most creative, concise, and engaging. CTA button text should also be relevant and actionable; “Click Here” is too generic and won’t incentivize the viewer to act. Think about what motivates your target audience. For example, if you’re offering a discount, use language like “Save Now” or “Unlock Savings” to grab their attention.
Landing Page Templates
If you need some help with design, find templates with a range of customizable features, like fonts, colors, imagery, and animations, that you can adjust according to your goals.
A/B Testing
To make sure your landing page is up to par, create multiple layouts and test them, adjusting the copy and images as you go. You can trial different landing page links on your social media ads, target them to audiences based on their demographics and interests, and monitor the analytics to understand which design performs best with the highest conversion rate.
When you find a suitable digital marketing agency that matches your vision, values, and budget, you can make a good landing page that generates revenue—not just leads.
How to Improve the Landing Page Experience
Creating effective landing pages can be tricky, but by following these simple tips, you can improve the landing page experience for viewers, capture their attention, and get them to take action.
Set Goals
It’s important to make sure your landing page’s design matches your goals, such as:
- Lead generation
- Sales
- Building brand awareness
- Signups or registrations
If lead generation is your main objective, you should design a page with a form that captures target audience data, such as email addresses and phone numbers, and how the viewer can benefit from providing you with their contact details. If your goal is to increase sales, make sure the design focuses on enticing potential customers to the product or service you’re trying to sell using clear descriptions, images, your USP, and a clear CTA.
Make Your CTA Obvious
When creating a CTA, it’s important to think about your goals. What action do you want visitors to take? What type of response are you hoping to get? For example, instead of simply asking people to “Read More,” encourage them to “Click Now to Save 20%.” If you’re a SaaS company, your CTA could invite people to “Request a Demo of Your Software.” The key to CTAs is to make sure they are eye-catching and easy to understand.
Use Simple Copy That Aligns With PPC Ads
An effective landing page should include messaging that aligns with your pay-per-click advertising (PPC ads) to ensure users know they’ve landed in the right place. Make sure your copy includes specific phrases from your ad. Your copy should also be conversational, speaking directly to the user, to create a personal connection between them and your landing page. Writing simple, concise copy that clearly and accurately reflects the ad increases conversion rates.
Make Your Page Mobile Friendly
We live in a multi-device world, so it’s essential that your landing page looks great and functions properly on any device. Make sure that all the links and forms are working correctly, and review the page on different devices. If you’re using a CTA banner, double check that it displays properly on mobile devices to ensure nothing gets cut off.
Helping You Make a Good Landing Page for Paid Search Ads
At Web Sprout, we offer complete paid lead generation solutions, from setting up and auditing your campaign to managing and improving it to generate better results. Whether you have an existing landing page that’s not converting, want to create a new one, or need to improve your website’s CTAs, we can offer suggestions or give you a referral. Contact us today to learn more about our PPC advertising services that generate revenue—not just leads.
