You are almost there. You’ve developed your ad campaigns. You’ve optimized your ad-rotation. You are putting forth only those paid-ads which have generated the most clicks at the times those ads were clicked on most frequently in the past. And now, you are waiting on the huge impact these ads are bound to have on your web traffic.
Have you optimized your landing pages?
You are not alone if this item on your AdWords checklist was left unchecked. Landing pages are objectively separate from the paid-search ads themselves. But when it comes to conversions, landing pages are really crucial in converting your website visitors to actual…leads. And it’s an important challenge to undertake when you consider that, on average, 80% of web traffic goes to the top 10% of landing pages, according to Wordstream.
So what can you do to convert the traffic being generated by your quality ads into actual leads?
- Strong Call to Action – It’s just natural that viewers would be more likely to convert if your landing page had a strong ‘call to action’. Think about it. You’ve just engaged web browsers with a wonderful ‘ad’, and so they don’t eventually seek out other websites for the products & services that you have to offer, you want those same messages to resonate with these web-browsers once they’ve hit those landing pages. So don’t hesitate to implement these into your headlines so your website visitors are more likely to take action on your website.
- Special Offers – A really important component of converting web visitors to leads is providing unique offers in a way that will drive your visitors further down your conversion funnel, whatever that conversion may be. So, if you are providing something special to website viewers, especially if it’s related to your desired conversion –whether that be a purchase, a download, or a test run—website visitors are likely to convert. For example, offering a free bouquet of flowers for the first purchase a customer makes with an online floral company is a prime example of using special offers to bring prospects further down the conversion funnel.
- Compelling Graphics – Humans are visual. Period. And taking advantage of that is always helpful in marketing. So be sure to implement graphics into your landing pages. Just make sure those graphics are relevant to your call-to-action. Otherwise they can serve as major distractions to many website viewers. For example, if your paid-ad is for lipstick for your online cosmetics business, use graphics that will inspire your prospects to actually buy the product. Maybe it will be a photo of the rich color, or a woman generating attention at a party while wearing the lipstick. If it just shows the lipstick case, you may be less likely to convert web browsers because they may struggle to see the value of this product in your ad.
So here it is! Three great tips for getting started with your landing pages. We cannot stress enough that while landing pages seem very separate from paid-ads, they are components of your conversion funnel, and need to project the very same level of significance to your website visitors as the paid-ads originally did. Otherwise, viewers will lose interest and seek out products & services elsewhere.
If you are wondering where to begin, try using our free Adwords Grader tool to identify those areas of your AdWords account that could be enhanced. This test provides statistics regarding your account’s health, along with recommendations for improvement, all in minutes. It is completely safe and secure. So what are you waiting for?