Landing in a field or landing on the runway…
Can you imagine being an airline pilot approaching Changi Airport and you ask for directions where to land but the air traffic controller comes back and tells you to land wherever you like?! Thank goodness airplanes are given a designated landing place!
The big question though is when you are running a paid advertising campaign. Similarly, you would want to land your visitors on your website to capture their information. Do you offer them a designated landing place? If you are like 98% of companies, chances are you will land them on your home page – which is a bit like landing an airplane in downtown Singapore!
Landing Pages For PPC
Many companies use Google Adwords advertising (PPC) to attract new customers, but few understand the real value of a GOOD landing page. What’s wrong about landing your visitors on the home page when it has all the information about your company? That is exactly what’s wrong about it! It is rarely wise to ‘land’ your prospective customers on your home page, unless your home page is purposely designed to lock-in those visitors and CONVERT them into customers.
Take a look at this page : www.magicwebs.com.sg/web-design-seo-singapore which is an example of a landing page designed to convert visitors from advertising campaigns.
Increase Results With Landing Pages
Visitors you attracted to your campaign need focused information from the landing page so they can feel good about giving you their contact information.
If you’re running multiple campaigns within Google Adwords then you need to have different landing pages for each campaign especially if each campaign is for a slightly different market space. With one generic landing page for multiple campaigns, your message will be unclear and it’s likely you will burn your advertising money faster without clear results. Another advantage of a designated landing page is that it will make it easier for you track visitor count.
Magic Webs can custom design and create landing pages for you and create active call to action statements to increase results. Contact us now to get a quote for custom landing pages.
Read on to get more high-value information on creating a designated landing page.
So What Makes A Hot Landing Page?
Before we answer this question, let’s focus on WHY we are creating a landing page in the first place. The reason is because we want visitors to make a QUICK decision to contact us, or to leave their contact information so we can contact them. To achieve this, we need to do a few things such as :
- Build trust
- Educate visitors on the basics of the service/product we are offering and who we are as a vendor
- Show we are an ideal choice for them
- Clearly sell the value of what we are offering
- Give them easy ways to contact us or to take the next steps by providing crystal clear and screaming loud call to action statements
If we consider these items very well, then we can start to build unique elements within the landing page that will CONVERT visitors into customers.
Taking trust for example, trust always has to be in place for a sale to happen. If trust is low then the sale will be slow. Increasing trust can be done in many ways. Here are some examples of statements and tokens of trust :
- In business since 1987
- Thirty in-house team members
- With offices in Singapore, New York and London
- Over 30 million customers served
If you have ever done any sales, you know that sometimes people just need a slight nudge to take action NOW. Simple nudges can be added to a website landing page such as:
- Using direct action words such as : Contact Us Now, Call Us Now or Get Results Today!
- Using active language in the web copy instead of passive language
- Placing the phone number in a highly visible area on the page and using clear visible text font
- Adding a SIMPLE contact form and no asking for too much information
- Asking people to take action or buy at least twice
To finish off: The biggest thing to remember is that a landing page is normally only designed to generate a lead. If you are selling products then a landing page can be designed to sell that product direct from a website, but if you are selling services, then very few people will buy direct from a website unless the price for the services is cheap. Hot leads are super valuable to any business – without them the sales freeze up.
So the next time you run a Google Adwords campaign or other advertising campaign, or the next time you ask your advertising agency to run one for you, and you are landing people on your home page, get your calculator and work out what 60% of the expense was. This is the amount that you have thrown in the bin in terms of lost opportunity because of not having compelling designated landing pages! Good landing pages will at least triple your results, and therefore are worth every dollar you invest in them.
We can custom design and create web landing pages for you. Contact us now for a custom landing page and we will get back to you fast.
David Anttony
