Pay-per-click (PPC) advertising can be a highly effective way to drive traffic to your website and generate leads for your business. However, even the most well-crafted PPC campaign will only be as effective as the landing page it directs users to.
Your landing page is like a dazzling storefront display that can captivate potential customers and entice them to step inside your business. You need to ensure that your landing page is carefully designed to showcase your unique offerings and convince visitors to take the next step. Whether you're a seasoned marketer or new to the world of digital advertising, you can always optimise your landing page to elevate your online presence and help you tower over your competitors.
Make sure your landing page matches your ad
One of the most important aspects of a successful PPC campaign is ensuring that your landing page is relevant to the ad that the user clicked on. If your landing page doesn’t resonate with the ad, users are likely to get confused or frustrated and abandon your site without a second thought.
Simplify your landing page: less is often more
A landing page that is cluttered with too many elements can be overwhelming to users and can make it difficult for them to find the information they’re looking for. Keep your landing pages simple and easy to navigate, honing in on the most important information. By highlighting your unique selling points (USPs) and ensuring they are prominently displayed, you can make it effortless for your visitors to find what they’re looking for.
Optimise for all devices, particularly mobile
In today’s world, mobile has become the go-to method for accessing the internet, making it more important than ever to optimise your landing pages for all devices. This means using a responsive design that adjusts to different screen sizes, mobile friendly fonts/ images and ensuring that your landing page loads quickly on mobile devices.
Use clear and compelling headlines
Think of your headline as a signpost that directs your visitors towards the benefits of your service, employing strong language that motivates them to take action. By perfecting your headline, you can invite your audience to explore further as well as motivating users to take action.
Include a clear call to action
Your landing page should be a roadmap that guides your visitors towards their next steps. Whether it’s filling out a form, scheduling a consultation or downloading a brochure, make sure your call to action is easy to find on your landing page. Use language that encourages users to take action, such as “get started today” or “find your perfect fit”.
Test and improve
Optimising your landing page is not a one-and-done task, but rather an ongoing process that requires continuous testing and improvement. Think of it as a journey towards creating a landing page that effectively converts visitors into customers. Use A/B testing to try different versions of your landing pages to determine what works and what does not. Over time, you’ll be able to create landing pages that are highly effective at converting users into customers.
The time it takes for your landing page to load can be a make-or-break for a potential customer’s experience. With attention spans growing shorter by the day, if a potential customer has to wait longer than 3 seconds, the chances are they will give up and find another website that loads quicker. Studies have shown that a page speed of just two seconds results in a 9.6% bounce rate, while a page speed of seven seconds leads to a staggering 32.3%bounce rate. If you’re concerned about your landing page’s load time, you can use tools like the one provided here to check its speed. To improve the load time, consider investigating potential culprits like high-resolution images that may be weighing down your page’s performance.
The user experience
How your customer experiences your landing page is essential to the chances of them sticking around. Are there any layout issues when the website is viewed on different devices (such as mobile and tablets)? Does the content read well or are there any spelling mistakes? Take care to review your content thoroughly as any errors can detract from a user’s experience and reduce their confidence in your brand.
Improving your PPC landing page can be a highly effective way to boost the ROI of your PPC campaigns. By focusing on these strategies and regularly evaluating the performance of your landing page, you can ensure that you’re maximising your conversion rates. For some landing page inspiration, check out these templates.