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Things to Consider when Creating a Landing Page for your Campaign

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If you are investing in PPC, banner ads or any other promotional campaign for your product or service, you need to make sure that you are doing everything right because one wrong step can cost you real money.

Unfortunately, many are not doing it right. Remember NSAMCWADLP principle? “Never Start A Marketing Campaign Without A Dedicated Landing Page.” I can show you several examples even in the most competitive niches, like real estate, where people have PPC setup without a dedicated landing page.

LP

If you are investing in PPC, banner ads or any other promotional campaign for your product or service, you need to make sure that you are doing everything right because one wrong step can cost you real money.

Unfortunately, many are not doing it right. Remember NSAMCWADLP principle? “Never Start A Marketing Campaign Without A Dedicated Landing Page.” I can show you several examples even in the most competitive niches, like real estate, where people have PPC setup without a dedicated landing page.

SERP

 

The selected ad’s title is targeted to the keyword I am searching for, but when I click on it what I see is this:

Leilani

I am not saying the landing page is bad, but there are quite a few options available that can distract people from the goal and end up offering them more options instead of converting them into leads. As a result, you will lose money that you invested in a PPC campaign.

In this post, I am going to discuss how to create or what to consider when creating a landing page that works really well from the conversion standpoint.

What is Landing Page?

Many people ask this question, so let’s start with the clear definition of what a landing page is. According to Unbounce:

A landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.

I think the definition is pretty much clear. Since we are talking about landing pages within the context of marketing and advertising, it is safe to say that businesses investing in PPC, or any kind of similar ad, should have their objective in mind and then create a dedicated landing page accordingly. It should be distinct from the main website.

Let’s say you offer real estate services on your website. You are investing in PPC and the objective is to promote and get leads for “Valuation and Offer Estimate”. The idea is to create a standalone page for that service that allows people to get all the necessary information and convert into leads.

LP1

If you notice the example above, the page does not contain website navigation or any other part of the normal website. When the user lands on the website, he or she will get all the necessary information. If convinced, he or she will convert as there is no other option available.

Types of Landing Pages:

Obviously, there are different types of landing pages depending on the product or service you are targeting and what your goal is at the end of the day. If you want leads and phone numbers, the landing page will be different, but if you are offering a product online that you want people to buy, you will more likely use “Jump Pages.”

Lead generation landing page

The idea is to create a standalone page that contains all the required information and almost zero distraction so that the user, if convinced, converts into a lead, which can be followed up by a sales rep via phone or email.

The example of this type of page is provided above.

Jump Pages

Jump Pages are usually great when you are promoting a product and the target is to get more and more people to buy that product from you. The idea is pretty much the same. Create a standalone page with all the required information that allows people to convert, but instead of a form here you need a clear and visible call to action that allows people to click and move to the checkout page.

LP2

If you look closely, the page does not contain the website’s main navigation but only the things that allow people to be convinced and convert, which include product information, authority, testimonials and more. Once you are convinced there is only one clear call to action that is available without scrolling down the page. This will take you to pricing page.

If you have different goals like email collection, blog subscribers and more, you can create a page accordingly.

Important Note: The reason why you should create a standalone page is because with 50 links on your homepage, your attention ratio is 2% – compared to 100% with a single CTA. – The Landing Page Course

What to consider when creating a landing page?

Now we know what a landing page is and the many common types of landing pages there are. In the rest of the post I am going to discuss few things you should consider when creating a landing page for your marketing and advertising campaign.

Obviously, I am not going to discuss the same points that I have discussed in the 1st part of the post i.e. creating a standalone page and a few others.

Relevance to the Ad’s Message

If your landing page is not highly relevant to the ad’s message, you are giving people a chance to bounce and choose someone else over you. The idea is to use the similar message on your banner ads or PPC ads that they are going to see on the landing page.

LP3

I love this example! The user who is going to click on the ad, lands on the page that pretty much complements the ad not only in terms of headline, but also in terms of overall experience.

When creating landing pages, make sure that it shows relevance to your ad message or else people might leave and you will lose your revenue at the end of the day!

Appealing to the target audience

Let’s say, you have a service or product that you have to target to a particular audience or geographic location. Make sure you design and create content on your landing page that give them an easy experience.

Consider the difference in English writing when it comes to the U.S. and U.K. so make sure what audience you are targeting and write your content accordingly. If you are using graphics, make sure that your audience can relate to them.

LP4

If you are in the U.S. and targeting the U.K. audience, be very careful about the words. For example, the British use “bag” whereas Americans use “purse.” The British use “trousers” and Americans use the word “pants” for the same object.

 Use the right page length

This is a difficult one. There is no one solution fit all here and you need to test this as per your audience. There are experts who suggest that you need to fit all the information and CTA within the one screen (800 x 600), but this can be risky; What if users find that page confusing and leave?
Possibilities are endless, so it’s important for you to test and see what is working for you and go from there.

 A/B Test on continuous basis

This is the most important part when it comes to landing page. Remember in the online world, audiences act differently at different times of the year, so you need to continuously test your landing pages from time to time.

An audience that responds to a page in the start of the year positively might not respond similarly at the end of the year. If you’re running a long-term campaign, it is important to create multiple variations of the page and test them frequently.

Having a landing page is important for your campaign and, as discussed at the start, you should not, I repeat, you should not start a campaign without a dedicated landing page. When creating landing pages for your campaign, make sure you are using all ideas mentioned above for the greater ROI.

Moosa Hemani on LinkedinMoosa Hemani on Twitter
Moosa Hemani
Moosa Hemani is a search marketing consultant. He shares his thoughts and experiences on his blog setalks.com. Follow him on twitter (@mmhemani) to get in touch with him.
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