How To Create a PPC Landing Page
Are you driving visitors to your site or page but having trouble getting them to convert? If your PPC campaign is suffering from a low conversion rate, the first thing you should do is take a look at your landing pages. There are common mistakes often found with many landing pages; however, we have identified a simple set of rules you can follow to dramatically improve your SEM performance.
Only about 20% of your visitors will read anything after the headline, so make it catchy. Entice them to read past the headline and to complete whichever action you are targeting. With your headline, you need to remind visitors that they found exactly what they were looking for. By doing this you will also help improve your quality scores as your landing pages become more relevant to the your ads and your users' intent.
Assure your visitors that they didn't just stumble-upon a fly-by-night company. Display where your company has been published or featured. You will build credibility with your sources and provide reassurance to your visitors.
Visitors want to see who you worked with and what kind of results those clients experienced. Displaying testimonials will help you build instant trust. Also, with many B2B products/services, you can establish credibility in whichever verticals are present within the testimonials. For example, if you have a testimonial from a client within the hospitality industry, you have added value for any visitor within the hospitality space.
Call to Action:
Make sure it's easy for the visitor to complete your CTA. Make sure that the page isn't too busy and you're not distracting them from your main objective. We like to make it easy for our visitors to fill out our forms no matter where they are on the landing page. If you are using forms like us, try having the cursor pre-populate within the form when the visitor arrives.
Make sure that the content on your page flows while identifying your unique selling points. Make sure that the content is scannable and the reader can easily understand what the content is about in a short amount of time. When coming up with content ideas, think about the questions the reader might have and address them right away.
This ties into content, but considering its importance for many in the B2B industry, I have decided to address this separately. Try to accomplish two things when describing your value proposition.
1) Describe actual results and experiences (ie - After three months of engagement Client X experienced revenue gain of...)
2) Describe a general industry value (ie - content marketing was described as the future of online marketing by Forbes)