I’m going to dive right in, it’s landing pages, and if you are wondering what they are, here’s a great definition from unbounce.com:
“A landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor ‘lands’ when they have clicked on a Google AdWords ad or similar.”
So, if you know about a key need your customers have, and you create an amazing page that answers that need, you’ll get ranked better in Google. That in turn gets you more traffic, and that traffic will sign up a lot more, and that makes you money. Neat little secret, right?
Your landing page should focus on one need and one call-to-action.
Let’s start with the need, we’re trying to get specific here, so you need to think about what your customers ask you for. For example, in our business customers don’t generally ask us to list out all of our services and tell them all the features and all the prices. Instead, they ask us specifics such as:
- How can you help improve our website?
- What’s the investment cost of a Google AdWords campaign?
Each landing page should talk to that core need, nothing more and nothing less. You are answering the questions that your customers have asked and they will thank you for that.
Moving to calls-to-action, these are essentially the things you want customers to do to engage with the page – for example a ‘Contact Us’ button, a quote form and so on. These are often overlooked, or made way too subtle for customers to see. Make them clear, confident and simple. This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns, and delivering more success against keywords you are targeting in your search engine optimisation work.
As an example, here is our landing page targeting customers looking for web design in Stevenage.
My top tips for success:
- Think about the questions your customers ask you
- Note the words they use when asking
- Start writing the copy around these two points
- Add a maximum of 2 calls to action (ideally 1) to ask customers to engage
And on that last point, if you would like to discuss more about how these could help your business, please get in touch below!
