So you think you’re ready for PPC management? Fantastic. But before you throw the kitchen sink at it, make sure you are prepared to succeed.
If your company is showing signs of growth, one of the first things to evaluate is the quality of your landing page. While PPC advertising can do wonders for your business by boosting your online visibility, driving qualified traffic to your website, and reducing wasted advertising spending, bidding on keywords and placing text ads in the search engines are not the only steps. Before you go on the hunt for the perfect PPC management firm, make sure you are sending people to a landing page that gives them what they want and makes it easy for them to take action.
Here are 5 quick tips on improving your landing page now.
1) Place your CTA above the fold
The goal of your PPC campaign is to drive people to your landing page, and once they arrive, to spur them onto action. Placing your CTA below the fold is one of the quickest ways to stifle conversions. Make your CTA stand out with eye-catching buttons, smart sales copy, and proper placement- and don’t forget to test different layouts to see which converts best.
2) Add customer and client testimonials
Testimonials are easy to produce and incredibly valuable. They give your visitors confidence in your sales pitch and boost their motivation to buy. Don’t leave them out. Ask your prized clients and customers to share a few words about their experience with your company and as long as you’ve done your job well, you’ll be surprised at how happy they are to oblige.
3) Avoid collecting data you don’t really need
If you don’t need a visitor’s full name and street address in order to get them through your order path, don’t request it. This is a surefire way to lose visitors and potential conversions. If you really need more than one or two pieces of data, try collecting it in steps to avoid overwhelming the user and consider including a payoff at the end, like a free white paper.
4) Capture user interest with a compelling headline
Did you know 80% of website visitors will read your headline but only 25% of those visitors will go on to read your body copy? This means your headline must be a good one. Ask yourself these questions: Is my headline specific to my offer? Does my headline explain how my product or service will benefit the visitor? Does my headline offer the visitor something unique? Make sure you can say “˜Yes’ to all these questions and you’re on your way to a compelling headline.
5) Use subhead(line)s to break your copy into chunks
Visitors don’t arrive at your landing page looking to read a novel. They are looking for something specific and you don’t have much time to deliver it. Once you accept that your visitors are going to scan your page, you can customize your copy for optimal digestion. Break your copy into readable chunks and use subheads to direct your reader’s attention. Identify key points and address them in short, succinct paragraphs, then top off each paragraph with a “˜mini-headline’ to help your visitors stay focused.
I hope these tips help improve your landing pages, boost conversions, and get more out of PPC.
About The Guest Author: Amanda Moshier is the staff writer and editor at Wpromote, Inc., the #1 search marketing firm in the US as ranked by Inc. 500.