If you are a small brick and mortar firm or business or if you work in a virtual practice, you probably use pay-per-click campaigns to attract new clients to your services. If you have already started or if you want to start a PPC campaign, you need to make sure your landing page is going to be the most usable possible and maximize your conversion rate. Part of creating a profitable PPC campaign is watching the relationship between your PPC ads and your landing page. Here is a checklist you can use to ensure you’ve optimized your ppc ads and landing page.
1. Match Your Messages Between PPC Ads and Your Landing Page
The language you use on your PPC ads should resemble or just repeat the language you used in your landing page. The user clicked on the ad for a reason. By continuing to associate their experiences with the reason that initially interested them, you’ll be able to hold their attention for a longer period of time.
2. Write Content For Your User
Make your landing page relevant. Now that you’ve got a matching message, you need to ensure that the content on your landing page is not only exciting the user, but informing and enticing the user to follow through with a call to action. Do this by providing content that is relevant and persuasive to the user’s needs.
3. Content Fuels Your User’s Desires
Now that you’ve got their attention, maintained their interest, and started paying attention to their needs, it’s time to provide the value of your service to them in your content. You have to clearly state the value of your proposition to the user and this should easily be seen and understood as soon as the user gets on the page.
4. Placement of Content
Simple tip here. You need to have all of this important content above the fold on your landing page. This way the user will definitely see what needs to be seen for conversion.
5. Scannable Content
You’ve just got a few seconds to make your pitch. Your landing page not only has to include this high quality content optimized for your specific market, but it’s also got to be user freinds. It’s go to be scannable and quickly understood. Long sentences, thick paragraphs, and lots of bullets are going to intimidate the reader. Get your message clear with short sentences, broken up paragraphs, and the use of headings and subheadings.
6. Call to Action is Easily Identifiable
You want to make sure that your call to action is easily identifiable to the user. Meaning that when they see the page they automatically understand what they are being asked to do and how they can do it. The page should visually compel the user into acting on your call to action.
7. Get Rid of Distractions
You don’t want links to other articles or an overload of other non-relevant information taking over the purpose of your landing page. Make sure it’s pretty but basic.
8. Make Sure It Feels Good
Get feedback from yourself and as many people you can. When you look at the page, does it make you feel good? Do you feel warm and fuzzy inside or are you aching to go back to the results? Are the images working to compel the user? Are your competitor’s pages looking as good as yours? What can you do to be better? This is a subjective point but the more feedback you get, the more objective your judgement.
9. Test Your Landing Page
There is tons of landing page test management services out there. Instead of waiting to see if your PPC campaign and landing page are leading to a big ROI, you should test your page and make sure it’s easy to convert and captures the user’s desire.
Jeremy Smith works for the McMinn Law Firm in Austin, Texas. Jeremy is getting very interested in Internet marketing.