Whenever we run an online ad campaign for a client or for ourselves, the landing page is our first concern. Making sure the landing page matches up with the audience’s expectations when they click on an ad is key. So why is your landing page so important, and how can you get it right?
A good landing page means conversion
Your landing page should target a particular audience, such as visitors who click on a pay-per-click ad promoting a specific element of your business. Visitors clicking on an ad, for example, have clicked because they want to find out more about the ad specifically. If you’re redirecting them to your website’s general home page, it’s highly unlikely their interest will convert into business, as they’ll then have to search your website for the information they wished to discover through one simple click.
What makes a good landing page?
- A compelling and relevant headline
Ensure the headline of your landing page relates to the headline of your ad – it can even be exactly the same. Visitors who have come through the ad need to know immediately that they are in the right place or their attention will quickly wane. Make sure the headline is persuasive enough to encourage the reader to scroll down.
- Easy-to-follow content
Keeping content concise on a landing page is important. Visitors want to find out more, hence the click, yet don’t want to be overloaded with information. Offer them the key points and keep it customer-focussed. A ‘request a callback’ button or contact form offers the customer the opportunity to take the next step and find out the fine detail.
- Make it eye-catching with strong imagery
Whilst the text on your landing page is key, if it’s completely unaccompanied, the visitor will quickly log off. Bright and appealing imagery that reflects the ad will keep visitors engaged. A recent landing page we created on the Digital Glue website was for a fundraising event in aid of Birmingham St. Mary’s Hospice. Visitors to the page are welcomed with imagery reflective of both our brand and Birmingham St. Mary’s Hospice. We think it’s a great example of how a landing page should look.
- Keep it clean
This relates to point 3 – a simple and clean layout is the way to keep a visitor on a page. If they can navigate around the page easily, they are more likely to engage. We recently created this page for a client to promote a specific product; the layout clearly separates the text into easy-to-digest blocks, with accompanying visuals.
- Make your call-to-action stand out
Your audience have already taken the action to click onto your page, so don’t let them stop there. Do you want them to request a call for more information, or enter their email address to add to your database? Whatever action you wish your customer to take, make sure it is central to your landing page. We created a landing page offering restaurants a free brand and marketing review, with the aim of getting our target audience to get in touch with us. The call-to-action (request a callback) is clearly positioned at the top of the page, and again at the bottom of the page, giving visitors to the page two opportunities at different points of their visit.
Following these pointers when creating a landing page provides your audience with what they want; clear messaging and easy site navigation. A good landing page is one of the most effective routes to conversion. If you need help and advice on creating a landing page guaranteed to get you business, get in touch with our web development team.