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An important aspect of any pay per click advertising campaign is the landing page. You’ve written a compelling ad; it’s been found by the search engines; then suddenly – CLICK – and that potential customer has arrived on your landing page.

Let’s hope you’ve done a good job to convince him/her to fill out the form or dial your phone number.  Here are some tips to help make that happen.

Deliver the Message

•    Know your audience.  What do they need?  Build a page that helps potential customers solve their problem.

•    Write copy that demands your readers keep reading; then punch out your message in a clear and concise manner. And don’t forget to incorporate your keywords.

•    Use good quality images that support your message to make an emotional appeal to the reader.

•    Make a compelling offer.  Tie it to your business objectives.  State the value of the offer.  Make sure it is noticeable on the page.

•    Design a page that is both attractive and functional.  A good functional design means that the page is uncluttered and easy to read; your message is clearly understood; and it is easy for the reader to take action (i.e., find the phone number, fill out the form, download an article or brochure).

•    Add testimonials.  Testimonials are great ways to convince the reader of the value of your product or service.  Written, audio or video testimonials will reinforce your message and give it credibility.  Again, these need to be easy to read, listen to, or play.  If you add an audio or video testimonial keep the length between 1-2 minutes.

Send Them On Home

•    Make the submittal form simple and easy to use.  In some cases you may need to gather more than the basic contact information.  This is OK, but make the process as clean and straight forward as possible.

•    Consider adding a trackable phone number.  This is a very inexpensive way to gather more leads.  Many people prefer to pick up the phone rather than send an email.  This way you’ll be able to track their calls.

•    Don’t forget to say thank-you.  You need a thank-you page that is returned to the searcher once they’ve submitted the form.  Be sure to include your search engine conversion codes so you can track your submittals.

So there you have it:

•    Lots of information,
•    Only one page,
•    Many potential customers,
•    Lots of competition,
•    Not much time,
•    A tough economy and
•    You’re in charge.

All the information you need for a perfect landing is in your control.  If Captain Sullenberger can successfully land an airplane in the Hudson River, surely you can create a landing page that drives in qualified sales leads and sends them on home!

Some examples can be found on our work portion of our website.