Should You Be Using Landing Pages?
In short, yes! You may think your website covers everything your customer needs and it may look the absolute business, so why bother building extra pages? With landing pages you can deliver an even more targeted site offering to your search traffic; basically, matching your page content exactly to a users search term.
Think about an online shoe shop as an example; their site will understandably cover their entire collection, from Brogues to Sandals and everything in between. However, if a potential buyer is searching 'white tennis trainers', why show them anything else?
Tie your landing pages to your Adgroup theme and you won't go far wrong, as the content users land on will generally match their search!
What Should Your Landing Page Include?
Title & Subtitle
Your title and subtitle should give customers a quick, punchy idea as to what your page is all about. In most cases, it is the make or break of whether a user will stay on your page or immediately jump straight back off, so if you get it wrong, it means poor performance and wasted budget.
To keep your site visitors interested, make sure the title relates directly to their search. Again, avoid trying to 'entice' people to your landing page, only to try a 'bait and switch', continuity from search, to ad, to landing page is key to a successful Google advertising campaign.
A great way to make sure you're landing page hits the mark is to incorporate your keyword from your Google Ad (i.e what you specified users would search in order to find your ad), this ensures you are 100% on target every time. Likewise, a landing page subtitle can often be made up of the second line of your Google ad (providing you've put your ads together properly).
Service Description & Benefits
Obviously you need to let users know what it is you do and why they should pick you to do it for them. Normally, your website would do this and in great detail, that's fine, but the nature of a landing page is to deliver the optimal information, as quickly as possible. Keep your descriptions light and stick to the key elements.
If you have already made a list of your service benefits to help create your ad copy then you've got one less job to do here! We often use benefits in list form on landing pages to give customers a quick overview and grab their attention.
Trust Marks & Testimonials
If you want people to trust you, they're going to need proof. Add your industry trust marks and and logos for associations you're a part of to give your customers confidence in your business.
Even better, add in some testimonials from your previous clients; there's nothing people like better than knowing how much money you can make them, save them, or how you can make their life easier.
A Call to Action and Contact
We can't stress this enough; a call to action and means of contact should be front and centre on any landing page! If potential customers can't get in touch with you via your landing page, then all your hard work leads to precisely zero.
Make sure your landing page includes a contact form at the very least (this should also be your main conversion to track, giving you clear figures on how well your campaign is performing; no contact form fills = no good). We also recommend adding intermittent options for people to revert back to the contact form and 'convert' throughout the entirety of the page, don't expect site visitors to scroll all the way back to the form on their own; people are lazy.
In most cases, link text with anchors will be your best bet; add a link in each section of your landing page which automatically scrolls back to the form on click.
If possible, you should include other forms of contact, such as a telephone number or live chat. Some people are apprehensive about getting calls back from 'pushy salesmen', or they may be reluctant to request a callback (especially if they're looking at your landing page whilst at work; naughty!). Live chat can allow customers to connect with you 'silently' on their terms.
In some industries, a telephone number is a must. Think about 'emergency water pipe repair', would you want to fill a form in and sit there getting soaked waiting for a callback, or pick up the phone and get straight through to a plumber?
A Few Things to Consider
Don't Neglect the 'No's'
Depending upon your industry or market, there's a strong chance that many site visitors, even after searching and clicking through, wont fill in a contact form, give you a call, or start live chat; that's just the nature of the internet. Don't give up! With Google display remarketing, you have a second (and third and fourth and fifth) bite of the cherry when it comes to pushing those potential sales over the line. We're covering everything remarketing next time, keep your eyes peeled.
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