61 percent of online marketers say that generating website traffic is their biggest challenge. But landing pages can can improve lead conversions by 86 percent if they’re done right.
Landing pages play a critical role in helping you generate leads and converting them to prospective customers. They can also help you collect contact and demographic information about your prospective buyers helping you learn more about them and how they buy. Landing pages can be one of the most valuable parts of digital marketing,
If you’re not using landing pages, you’re wasting a lot of what you’re spending on Paid Search (PPC). If you are using landing pages, but they aren’t generating the volume of leads you think they should, then you’re likely making a few mistakes. So let’s take a look at few ways you can fix them:
Focus on relevancy
A landing page that’s created using the irrelevant messages defeats the core purpose of having a landing page in the first place. For instance, if you run a ceramics company and you run a PPC campaign around teapots, but your landing page connected to the campaign shows general messaging about your company—or worse, the user sees messages about large vases. This disconnect disrupts the user’s sales journey between what attracted them to your campaign and what they see when you’re trying to close them. They clicked on your ad for ceramic teapots, so show them a landing page all about your ceramic teapots. The easiest way to ensure consistency is to make the headline on your landing page match the PPC ad headline.
Optimize for Keywords
Landing pages need to be optimized like any other page on your site. The more optimized your page is, the higher your Quality Score which helps your ad rank higher in Paid Search campaigns. Here are a few ways to optimize your landing pages with keywords:
Research the best keywords to make sure you’re attacking high-volume keywords or you’re pursuing long-tail keywords that convert at a higher rate.
Use keywords in your domain—either in the top level, first word of your domain or as part of your subdomain.
Add keywords to your landing page images by changing the image filename and adding keywords to the alt tags and descriptions.
Index your landing pages along with the other pages in your site.
Provide a strong call to action
The job of a PPC landing page is to guide the user as they make a swift decision to convert to a buyer or sign up for your emails. Don’t clutter your landing pages with a lot of distractions such as irrelevant keywords, an overwhelming amount or too little text, or vague calls-to-action. Be direct and get to the point. The best landing pages have:
A headline that’s relevant to the PPC ad that brought the user to the page
Bullet point text that outlines the features and benefits of the product or service advertised
Keyword optimized text
A clear, strong call to action in the form of a Contact Form and/or phone number
With these tips in mind, you can improve the conversion ratio of your entire paid search campaign without spending any additional budget. If you’d like help from an expert, OAK Interactive has been helping clients of all sizes optimize their paid search campaigns and get the most out of their spend.