Landing pages are perhaps the most vital element of any PPC campaign because they are the first point of interaction between the prospective buyer and the business. As soon as the users click the ad copy, they reach the landing page. Further, these pages also have the potential to convert a visitor into a customer. Beyond just selling, landing pages also gives your business a branding advantage. So these pages need to be impressive enough to make the campaign a success in every way.
Whether it is design, content or navigational elements, the PPC landing page must excel in all aspects. When it comes to designing your landing pages, there is no magic formula and neither can you expect a one-size-fits-all to bring the desired results. However, there are some tips that you can follow to create a PPC landing page that is capable of generating leads for your campaign. Let us list them for you.
Keep the forms short and simple
Asking the prospect for too much information can be a major turn off. Having a form that contains too many fields to fill is not a good idea for your landing page. People do not want to waste too much time on filling irrelevant information and they may also not be keen about giving away too much. Therefore, you should make sure that the forms on your landing page are short and simple. Assess the information that you really need from a prospect and keep your forms limited only to those fields if you want your PPC landing page to generate leads.
Create content for target customers
Content is the backbone of your PPC landing page because it is the single most vital factor when it comes to driving action from the users. When you write content for the page, keep the target audience in mind rather than writing it for the general public. Even before you ideate the campaign, you should research the audience and build a buyer persona. Only then should you start working on the ad copy and landing page content. The idea is to make sure that the tone of voice and language is perfectly aligned with the intent and expectations of the target audience.
Keep your messaging consistent
The next important aspect of creating a lead-generating landing page is by having a consistent messaging throughout the entire PPC campaign. Essentially, the message should be loud and clear everywhere, whether it is about the keywords you choose for the campaign, its ad copy or the landing page. Though this sounds simple, maintaining consistency in messaging is trickier than you think. For this reason, you should choose only a reputed ppc management company to handle your campaign from end to end. They understand the significance of relevant and consistent messaging for a campaign’s success and know exactly how to reflect it in your landing pages and elsewhere.
Have relevant calls to action
Besides content, the calls to action are significant when it comes to generating leads with your PPC landing page. So you need to pay extra attention to their relevance because only the relevant ones placed at the right places on the page will entice the visitor to take an action. The CTAs should be contextual, depending on the type of action you expect the visitor to take. The common CTAs used on PPC landing pages include those for filling up a registration form (with personal details), subscribing to a newsletter (with email id), asking for contact or callback (with phone number) or buying a product or service (with bank details).
Placement of other elements matters too
Of course, relevant CTAs positioned appropriately on the landing page can make all the difference to its ability to generate leads. But you should pay equal attention to the placement of other elements as well. These include the headlines, subheadlines, images, videos, text and brief about your offerings. Every element should be placed in a way that they come together to narrate a story that engages the user and drives an action. Testimonials can serve as a vital element for your landing page because they pass a trust signal to the potential buyers. Since they are likely to believe the word of real customers, you have better chances of capturing leads with prominently places testimonials on the landing page.
Do place your contact information on the page
Besides the aforementioned elements, your PPC landing page should have the contact information of your business. Just like testimonials of real clients build trust of the visitors, sharing your contact information also consolidates its credibility. Your contact details assure the visitors that they are dealing with a real seller who has a physical address and phone number and email id where they can be contacted. Moreover, these details act as a subtle introduction for your brand and enable the potential leads to contact you at present and in the future as well.
Don’t forget to highlight the benefits of your offering
Having people landing on your page is just half the work done because your real motive is to sell your products or services. You also need to understand what actually makes the visitors convert into leads. Ideally, they can be enticed to take the desired action only if you are able to convince them about the benefits that you offer. Rather than explaining what you do, your landing page should describe what will change for the customers once they buy a product or service you sell. PPC landing pages need to be very specific when it comes to conveying the value of your offering to the prospective buyers. What you really need to do is to focus on highlighting your value proposition in terms of the strengths and benefits of your offering.
Showcase limited offers
When it comes to building winning PPC campaigns, it is all about creating an urgency to buy. The smartest way to do this is by showcasing limited offers on the landing page. The offer should be enticing enough to make the visitor convert but remember to keep it limited in terms of time and/or quantity. Create a deadline, which may be real or fictitious, for the customers to make sure that they simply want to buy your product or services before the offer ends. This makes them take a buying decision more quickly and increases the chances of generating leads for PPC landing page.
Optimize for mobile
Another aspect of creating a lead-generating PPC landing page is ensuring that it is optimized for mobile devices. A majority of visitors are likely to access the page via mobile devices, which means that responsiveness is not a choice. If the page does not load seamlessly or the user is unable to fill the form on the mobile, you will lose them for good. Be sure to have a responsive design in the first place and optimize it to run flawlessly on all devices. Create mobile-friendly forms as well because they are the basis of a good visitor experience, which can bring conversions for your PPC campaign.
Besides following these tips while designing your landing page, you should also test it to ensure that it performs without any glitches. A clean and clear interface gives the page a winning advantage as it is attractive to the eye and ensures fast loading for the page as well. Make multiple versions of the landing page and invest in A/B testing to understand what really works. Going an extra mile while creating your landing pages can make a great difference to the success of your PPC campaign.