How to Create a Landing Page that Converts
Your PPC ads aren’t creating conversions for you. Hold up, you might be thinking – you’re spending good money advertising on Google and Facebook – is that all for nothing? Well, of course not. It’s just that your ads aren’t the thing that’s actually converting your customers – it’s your landing page.
When you get started with pay-per-click advertising, it’s easy to get deep into things like keywords and audiences, daily budgets and the copy and visuals of your ads, but this isn’t where your efforts should end.
After all, your PPC ad is like the bait, while your landing page is the hook: this is where you can get your lead’s contact details or get them to buy from you. That’s why you need to make sure you don’t lose their attention once they get on your website – and here’s where landing page design comes in.
The design of your landing page
Us humans are visual creatures, so making sure your landing page is simple and eye-catching is important. It has to get the message across in mere seconds and make the next steps in your sales funnel clear to your leads – otherwise, they’re likely to click off your page.
First, it’s important to grab your leads’ attention. People often debate on whether or not the idea of “the fold” is still relevant in web design. This basically means everything you can see on your screen before scrolling down. The conventional wisdom is that you should make the space above the fold attention-grabbing in order to get people to scroll down and stay on the page – and there’s no reason to disregard this piece of advice.
Vibrant colours and large, high-quality images grab people’s attention and can help you communicate your brand identity and what your business can offer very quickly.
You should eliminate any unnecessary links from your landing page and make sure your call to action button is big enough and placed somewhere it can’t be missed – near the top of the page is usually the best option.
Making sure this button stands out by making it a strong colour that’s in contrast with the background means the next steps to take from here are obvious. The text on the button should be bold and in a colour that stands out against its background.
If you want to include a contact form as your call to action on your landing page, make sure it’s as simple as possible. Ask just for the essentials, as too many fields to fill could lead people to abandon the process altogether. Again, making sure your contact form stands out thanks to a contrasting colour and bold text will make sure it can’t be missed.
Copywriting tips for landing pages
Your ad copy is what will help persuade people once they’ve landed on your page. As with your landing page’s visual elements, your copy should be easily scannable and get the key points across effectively. The key points here are to make sure your text is short and scannable, with no extra fat.
The fact of the matter is that most people won’t read through all the copy on your landing page – so write your copy with these skim-readers in mind. Have a think about what the absolute necessities your leads should know about are, as too much information will only confuse your readers. Make sure to use similar language as your PPC ads to show consistency and ensure your leads know they’ve come to the right place.
How you format your copy is also hugely important if often overlooked. To make your text scannable, use large headlines, short bullet points, subheaders and short paragraphs (no more than 5 lines). Continuing on from our previous point of using the idea of the fold, make sure you include copy about the most important aspects of your offering right in the eye line of your leads, as they’ll know instinctively to scroll down if they need more information before converting.
Trust-building elements to add to your landing page
We all take it with a grain of salt when a company is gushing on about how great they are without any guarantees – we trust the word of our peers much more. So if you have the ability to do so, use trust signals such as reviews, testimonials, social media likes and badges to communicate how your business is loved by its customers.
The best copy you can have on your landing page comes from your customers. Reviews and testimonials show your leads how real people have found their experience with you. Meanwhile, trust badges can be something like the logos of companies you’ve worked with, groups or professional bodies you belong to or awards you’ve won. They show off your expertise within your field.
A/B test everything
If there’s one thing we hope you take from this blog post, it’s that you should A/B test everything – this is called conversion rate optimisation. Often small changes that might seem insignificant to you, such as changing an image of your product against a white background to a picture of someone using it can lead to a huge increase in conversions. If you’d like to learn more about A/B testing, check out our recent blog post on the subject.
How we can help
Here at Bundle Digital, we’ve made it our business to optimise all aspects of our customers’ PPC campaigns, from your ad targeting to your landing page copy for paid search and paid social campaigns that work hard for you. To find out more, get in touch with us for a non-committal chat!