One mistake we see many business owners and entrepreneurs make when setting up their online ads, is they don’t link them to a landing page. They go through the effort of setting up an ad, targeting an audience, and spending the money, but when a user clicks on the ad it takes them to a general page, such as the site’s home page (or worse - we’ve seen ads linking to 404 pages), instead of a page that is optimized for getting users to do whatever it is you want them to do.
Simply put, a landing page is a single page that communicates a single goal: converting on a Call to Action (CTA). What that conversion looks like can vary greatly; “Call Now”, “Book a Consultation”, “Download this Guide”, “Sign up for This Email List”, are all examples of CTA’s that you may use, depending on what it is you’re trying to accomplish, but your landing page should make it clear to your viewers exactly what it is they should be doing.
A landing page should quickly make it clear to the viewer the following:
This doesn’t mean you need to include your picture and bio on every landing page, but your branding should be clear and consistent and identify you as a professional and an authority.
You need to make it abundantly clear what problem you can solve and how solving it can help your viewer.
As mentioned above, your landing page should have a clear CTA. You need to make it impossible for the page viewer to not understand what action they’re supposed to take.
Many tests show a substantial increase in conversions when landing pages hide the navigation bar or any other potential distractions. Force your viewer to focus on your offer, and don’t give them an easy out.
Whether an image of the cover of your downloadable e-book, a photo of your product, or an on-brand illustration, your landing page should be well-branded and include images to improve the aesthetic of the page and general user experience.
No different than the rest of the content on your website, you should make sure that your landing pages utilize relevant keywords to increase Search Engine Optimization.
Try out differences in landing pages, such as form positioning and images to find out what works best for your target audience.
It should go without saying but just in case - track your analytics. Understand how much traffic you’re getting, where it’s coming from, and how changes affect conversions rates.
Use a tool like Heap to track how users interact with your landing pages.
Many website builders allow you to easily build landing pages, and there are plenty of great software tools such as Thrive Landing Pages that can help you as well.
Not every ad necessarily has to lead to a landing page, but every ad should have a purpose and take the viewer to a relevant place on your website. For example, you could advertise a blog post on branding and within your blog post there’s a Call to Action which allows users to download a guide with more branding information.
Your ad wasn’t linked to an actual landing page, but it did link to a page that provided the relevant and promised information, and it also included a CTA. Just as with testing different landing pages, test these ideas as well to find out if ads that lead to other content such as blog posts that include CTA’s help your conversions at all.
We use a mixture of ads that lead to landing pages and ads that lead to blog posts and content, but we make sure that with each ad we have a specific goal in place and that our reasoning for making the decision we do is linked to our overall strategy.
Now get to work and start creating landing pages for your ad campaigns!