5 Key Parts of Effective PPC Landing Pages
Landing pages are an essential element of your paid search campaign. The right one will help you convert more visitors and increase your Quality Score, leading to a better return on your investment.
Once you secure a user’s click, it’s up to you engage them enough to make that all-important purchase happen. Here are 5 elements essential to every irresistible landing page.
A Powerful Headline Built for your Target Customer
Your visitors will see the headline first when they land on the page, and you need to make sure it actually relates to the ad that led the user to it (if in theme rather than identical terms).
Consider what will make newcomers to your site want to stay. The headline has to be as engaging as possible to keep them hooked and lead to a conversion.
Be sure it gets right to the point of what makes your brand special. Don’t try to stun them with witty wordplay for witty wordplay’s sake. Just identify their pain point and offer the perfect solution.
Making your Brand Easy to Trust
When a customer reaches your landing page for the first time, they may know nothing about your business. Unless you’re a household name, newcomers will likely have no reason to put their trust in you.
Use powerful trust signals that form a connection to your visitors. Include statistics that support your reliability (such as customer satisfaction figures), awards (nominated and received), accreditations, reviews from reliable sources, and your site’s security information.
Consider the trust signals you look for when arriving at a new site, and put yourself in your first-timers’ shoes.
Powerful Images and Video
Images can transform a dry text-heavy landing page into something altogether more dynamic and attractive.
They break up blocks of words at a basic level, and give visitors’ eyes something else to focus on beyond text. Furthermore, they give you a chance to showcase relevant products or services in action.
Videos are even more engaging, but must be kept brief. No newcomer is likely to watch a ten minute piece in its entirety. You may want to offer a quick montage showing your production process, your offices, your team brainstorming, and other snippets that form an overall picture of your brand instead.
Simple-but-Undeniable Call to Actions
The call to action (CTA) has to stand out from the rest of your landing page to attract the user’s eye: the clearer it is, the more likely it is to net a conversion. Put the CTA itself in a prominent position, so it jumps out at users when they land.
Make sure your CTA button is a color that contrasts with the background, rather than one which sinks into the scenery. Use language that suits your buyer personas, and is dynamic enough to secure their clickthrough.
70% of small businesses’ websites lack a call to action. Don’t let yours be one of them.
Fast Load Speeds
Load speed affects both your Quality Score and your users’ likelihood to click away out of frustration. Nobody wants to wait for a page to gradually form, especially when there are so many alternatives vying for your custom.
Focus on reducing clutter and the number of requests your site makes. Defer your JavaScript loads, to make sure other content loads before these larger files do.
Nett Solutions PPC can help you boost conversions with amazing landing pages, tailored to your brand and target customers. Give our Orange County digital marketing experts a call now to learn more!
