Whether it’s for a new marketing strategy or an ad campaign, your landing page is vital in accomplishing your conversion goals. While designing one singular web page may not seem like a big deal, it can provide significant ROI for your business. According to Hubspot, the average landing page conversion rate is 9.7%, and that percentage takes into account all industries and businesses. No matter your industry or company size, the 10% conversion rate mark is considered good, so spending time curating your landing page can help you reach or exceed that goal.
What is a landing page?
The goal of a landing page is to gather information from contacts or potential customers in exchange for something of value, such as an offer code, an exclusive insight, or more information about a specific topic or service. Landing pages differ from other web pages, like a homepage, because they don’t stay in the permanent navigation of a website. In addition, homepages and landing pages are designed with two different goals: a homepage helps set the stage for the rest of your website, while a landing page allows website users to accomplish a specific action or goal.
Landing pages are commonly used in paid ad campaigns because you can tailor them to complement a specific search. For example, if you are trying to promote a specific service or product, you can run a PPC (pay-per-click) ad campaign that points visitors to a landing page dedicated to that particular service or product.
How to Create an Effective Landing Page
The team at TargetMarket is comprised of experts in all facets of the digital marketing space. Here are some of our recommendations for your paid advertising page:
- Set your goal: The idea behind a landing page is for the user to take direct action.
- Less is more: Make your conversion front and center. The most common conversion type used on landing pages is a form fill. Make sure the form is clear, concise, and one of the first things a visitor will see on the page.
- Opt for less text: Don’t write too many words describing your business or the other services you provide. There should only be 3-4 sentences max explaining what your business is offering or requesting.
- Use space wisely: If more information is necessary, place it below the form.
- Make sure your page is branded: The landing page should be well-branded and consistent so the user doesn’t feel like they’ve been redirected somewhere they don’t want to be.
- Test out the page: If there’s time, we recommend AB testing different CTA, button styles, and more to see what people are responding to.
- Let people know how to contact you: While a form fill or other conversion is the primary goal, including other contact information makes it even easier to reach potential customers.
Looking for More Ways to Stand Out?
While the primary goals of your page should be clarity and functionality, you can catch the eyes of potential customers by adding a bit of spice to your page. We highlighted the importance of identifiable branding on your landing page, but playing around with design trends like responsive elements and micro-interactions can be both impressive and engaging.
Do you have questions about your website, pages, or any other aspect of paid advertising? Our team at TargetMarket is here to act as an extension of your business with strategies that deliver measurable results. Working with us means developing a mutual understanding of your business and the goals you are trying to reach. Contact our team today to see how we can help you bridge the gap between marketing success and your business.