June 5, 2018 ByCheryl Dykstra
Pay Per Click (PPC) campaigns require a lot of work and
coordination in order for them to perform properly – bringing your business more
traffic and new leads.
Part of this work includes the landing pages that you are
sending the traffic to.
If you want to convert the traffic landing on these pages,
you’ll need to optimize them. You could have the best ads and be targeting the
correct keywords, but if you are sending traffic to a landing page that isn’t optimized
for conversions you’re not going to be very successful in capturing those new
Here are the top 5 things your landing pages need to ensure
PPC campaign success:
1. Engaging Headlines
Your headline should speak to the audience about why they’ve
come to the page.
This includes having the keywords that would have brought
them there. For example, if your main keyword is ‘medical supplies’, then your
landing page headline needs to mention buying medical supplies. Not only will
this help with your quality score, but also the sight of the keyword they
searched for will help visitors know they’ve come to the right place.
Your headline also needs to be powerful, so the visitor is
immediately drawn in. Make it engaging and highly relevant to your keyword.
Your sub-heading needs to reinforce the main headline and
describe a couple key benefits. Highlight your unique selling position and why
it’s in their best interest to take action immediately.
2. Thoughtful Images
Your images are a very important part of the landing page.
If you are selling a product then you want to include very
detailed pictures that highlight specific features. If you are selling a
service you want images that highlight the benefits of the service.
Having too many images can create too much noise and won’t
captivate the visitor, because there is simply too much to look at. Having
your landing page professionally designed gives you the best chances to stand
apart for the better.
3. A Clear Offer and
Strong Call to Action
What is your landing page offering? Is it a sale? Are you
offering a free trial? Whatever your offer is, be sure that it is 100% clear.
Make sure that if it’s a limited time offer or includes free shipping that you
A visitor should be able to see what you’re offering and
identify your call to action within seconds. No searching around. It needs to
jump out and grab their attention, and more importantly, engage them enough to
buy or contact you.
4. Visible Contact
If someone on your landing page has a simple question to
ask, how would they get ahold of you?
It is important to have a way for visitors to contact you,
whether it is a highly visible phone number, contact form or live chat. Live
chat can help you convert a lot of traffic that is on the verge of converting
and just needs quick clarification before moving forward – but all forms of
contact information is acceptable.
After Google’s mobile-friendly algorithm update, it shouldn’t
come as a surprise that your landing pages should be properly optimized for
Mobile traffic numbers are still increasing every day, so
make sure that your entire website, including landing pages, is
mobile-friendly. If your visitors can’t easily navigate your landing page to claim
your offer, they will become frustrated and leave to find another option. Don’t
lose conversions due to a landing page that isn’t responsive.
Landing page design and conversion tactics often require
tweaking to find what works best for your audience. Constantly testing to find
improvements with your offer, headline, imagery, and more can help with your
PPC campaign success and conversions.
For help with your
landing pages and/or PPC campaigns, give Sales & Marketing Technologies a
call today at (407) 682-2222 for a free strategy session.