If you’re running an AdWords campaign then chances are you’re going to want to point your adverts to a landing page of some sort rather than your main website. This is particularly true for keywords which are targeting users higher up the conversion funnel and still at the consideration phase of their journey. In this guide we’re going to run through some of the key ingredients you’ll need to build a successful landing page.
The headline on your landing page is one of the most important elements and the one that persuades visitors to stay on your page and find out more. It needs to provide your unique selling point in an easy and simplified format. Concise headlines are what you should be aiming for but if you do need to provide extra information then you can also use a smaller sub-heading to provide additional detail.
Getting across your key message and unique selling point is the goal of the headline and by keeping this short and precise you’ll help pique the interest of your visitors and make them want to find out more.
Hero image or video
There’s no substitution for a good quality image except perhaps an even better quality video. This is your chance to show off your product or service and show people why they need it. For best results always use original imagery or video and avoid staged or stock photos.
Paying a professional photographer or videographer can help deliver great images that you can use for your landing pages and also on other promotional materials. Images really are a powerful way to capture attention and support your key marketing message so make sure you’re using them to their full potential.
What are the benefits of using your products or services? Break these down into bullet points to make them easy to read and take in. Benefits are not the same as features so don’t just list the features of your product. Think long and hard to come up with what features your product or service has that will appeal to your customers. Google does a great job of this with their Pixel phone with benefits such as:
Unlimited storage for all your photos and videos. Say goodbye to those “storage is full” notifications.
The battery lasts all day and charges quickly. Get up to 7 hours battery life in just 15 minutes.
The above are great examples of how to use benefits to highlight your product or service features and show people why they should care about them. After-all who wants a phone that runs out of juice before the end of the day?
Your content needs to entice and engage your audience and one of the best ways of doing this is to use emotion to help connect with them. Also, a simple change in the language and tone can have dramatic improvements when used on a landing page. Make the page all about your visitor and use words like “you” to make it more personal to them.
Don’t forget to feature keywords that you are targeting on your AdWords campaigns. Your adverts need to back up the message from your adverts and help drive visitors further down the conversion funnel.
Call to action
The call to action needs to really stand out on your landing page. It should be simple for visitors to see what action to take and also what will happen next. A great example of this is the host section of Airbnb which makes it easy to understand the service and has a prominent call to action throughout the landing page.
Depending on the goals of the page the call to action can vary, so for an ecommerce website, this may be adding a product to your shopping cart while for a consultancy service it may be a form fill to book an appointment. Making these calls to action stand out will help guide visitors and help them to convert.
In order to turn visitors into customers, you need to convince them that you are trustworthy, adding trust elements to your landing page can help you to do this. Some examples of trust elements include client testimonials, established brand logos, social elements and case studies. All of these will help to add weight to your landing page and convince your visitors that you are trustworthy.
Once you have your new landing page created don’t forget to split test it to check the performance against your current landing pages. You need to continuously test your landing pages and track the results to make sure that they are having the effect you’d expect. While the ingredients above work for most landing pages they aren’t guaranteed to work for every website or industry.
Test what works for your business and don’t be afraid to try new things. It’s amazing how something as simple as removing a field in a form can help improve conversion rates and improve the performance of your campaign. The lessons you learn with your landing pages can then be applied to other pages on your website to help improve your overall return on investment.