There are two main reasons why your PPC landing pages need to be written properly:
- To maximise conversions
- Increase quality score
It might be blatantly obvious, but so many people get it wrong. They throw money at campaigns and then wonder why the phone doesn’t ring or why their email inbox isn’t bursting with incoming.
Well, good landing pages WILL convert visitors to enquiries to sales. And, good landing pages, reduce your spend. What could be simpler? More leads at less cost?
First things first. Call to actions. Make it easy for visitors. Get that phone number, contact form and email address high up the page. Above the page fold (i.e. the part of the web page you see without scrolling down) is where it should be. Secondly, have lots of content and MAKE SURE EVERY WORD YOU HAVE IN YOUR ADVERT IS ON YOUR LANDING PAGE. Sounds really, really obvious but people just don’t do it.
Then, sell your product/services/features. Use a question and answer set up.
The phone number is high up and then call-to-actions are repeated. And, the main features and questions people will ask to find help are laid out perfectly.
Another piece of good advice for landing pages is giving people trust. People love accreditations and testimonials. Studies show that landing pages with professional qualification and/or professional memberships and testimonials have a higher conversion rate. Whilst these are not technically part of quality score, they do help conversions.
There are of course other factors that help quality score including account history, keyword to ad relevance, click through rate (CTR), but having the right text on your landing page is a good start.