When a paid advertising campaign is underperforming, one of the first questions you need to ask is “Where is the campaign driving to?” If the answer is to a page that does not match the ad messaging, does not deliver a clear value proposition and does not have a clear call to action, then you’ve identified a major contributing factor.

Why create a landing page?

It’s an easy mistake to make. Many marketers assume that once they’ve succeeded in getting people to their site, their job is done. But more often than not, the homepage of your site isn’t what is going to convert. The content may not clearly align with the ad they clicked on to get there. There may be too much content, especially for visitors with a short attention span. Or the user may find themselves with too many places to click, rather than directing them to take the one action you want them to take.

That’s where landing pages come in. They improve conversion rates by aligning directly to the advertising messaging and campaign goals, giving the visitor the logical next step after the took the initial action on your ad.

Optimize your landing page

Here are the top tips for creating a landing page that is primed for conversion.

Keep the messaging simple and align it to the advertising content.

The landing page should continue the conversation the advertising started, giving the consumer more context for what drew them there in the first place, and pushing them to an action that allows you to connect with them directly.

Limit the calls to action.

Your page should have one call to action – no more – so there is a singular path for the user to follow. Competing CTAs or links off the page will only hurt the performance of the page. Like the messaging – keep it simple.

Make sure the page is on brand.

Even with fewer visuals and messaging, your landing page needs to match your brand’s look and feel, along with the voice and tone. Although the landing page may serve a different purpose than your homepage, potential customers have the expectation all your brand assets will align.

Optimize the page for mobile.

With over 60 percent of searches occurring on mobile devices, you should expect the majority of your visitors will be viewing the mobile version of your page. Key content and CTAs should be less than a scroll away for these users.

Optimize page load times.You’ve paid for someone to click through to your page. The last thing you want them to do is leave before the page finishes loading. Keep tabs on page speed to assure it is quickly loading.

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