When it comes to landing pages for pay per click advertising, you’ve got to make sure yours shines like a diamond. It doesn’t have to be perfect, but it does need to do its job. The job of the landing page is to convert visitors to paying customers, opt-in subscribers, or qualified leads. Whether you are selling a product, taking sign ups for your newsletter, or asking for an e-mail address, the landing page is an integral part of the overall advertising strategy. Make sure you aren’t making these mistakes on your landing page:
- Ad Campaign Relevance – Your landing page needs to have the offer the people are looking for after clicking your ad. Nothing is more frustrating to a consumer than clicking on an ad that promises a free doohicky and being told that the doomaflachee will cost $5. Make the landing page match your ad content.
- Calls To Action – Having a strong call to action on the right position of your landing page is a science. Too many advertisers make the mistake of putting their call to action all the way at the bottom of the page. You need a call to action at the top of the page. Not everyone is going to read your 20,000 word landing page. Yes, you should have a call to action at the bottom of the page, but you should also have one at the top of the page clearly visible and easy to spot. And you should one midway down your landing page as well. Really give some thought to your calls to action.
- Clarity Of Message – If your visitors can’t understand your landing page then they aren’t going to do what you want them to do. A confused visitor is a bounced visitor. Make your message clear and make it simple. Have a clear cut vision for your landing page and make sure your visitor knows what you want her to do.
- Security – People are rightfully concerned about financial security. Make sure you give a clear policy statement regarding privacy and make sure you encrypt any and all financial or personal information you receive from your visitors. Spell it out or you will lose sales.
- Landing Page Design – This is not as important as the other elements listed, but design is important. An ugly landing page can make money, but why design an ugly landing page if you don’t have to? Make your landing page design stand out and give it some character.
If you want visitors to your pay per click landing page to respond positively to what you have to offer, don’t commit these cardinal sins. Make sure you meet or exceed visitor expectations and make your message clear and strong.