The 73% of companies that run online advertising, or any type of advertising, do not use landing pages!
This blows me away! For a company to pay for advertising on a specific message and not drive users to a specific landing page is absurd. There are several reasons that I want to share as to why not having landing pages is a ginormous mistake. I then want to share some key bullet points for you to think about when you do start building landing pages.
Why Have A Landing Page For Advertising?
Have you ever looked a an ad online or on TV and then go to research it. Only to see on the website that you have an overwhelming choice of information and direction to choose from? It is maddening.
Here is a company that paid between $100 or $5000 to place and ad on TV, Billboard, or online and they don’t have a strong CTA (call to action) or there is a lot of clutter content that distracts the prospect from just getting information only on the draw of that product.
Keep Your Information Focused.
It is really simple. If you are advertising for a specific product or service – KISS it (Keep it simple stupid).
When you are looking for a bike and you click on an ad, you want to land on the bike page, not the home page of Amazon or Walmart. It really is that simple.
Here are some simple strategies you can use when writing a strong landing page for your advertising.
- Write killer headlines. On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read all the content on the page.
- Include images and videos when you can. I personally transcribe 100% of my videos and publish both together! It is a simple strategy but very effective.
- List the benefits of owning what you sell. Use no more than 5 bullet points, or write out a simplified process.
- Keep the most important information above the fold.
- Create a strong call to action. This could be ‘Free Shipping on products over $100” or a free download. (Go ahead and download this chapter of my book that talks about CHAPTER 14)
- Think through the Weapons Of Influence and choose 2 to add to your website. I use social proof and authority for most of my marketing.
- Minimize distractions. Don’t have pop ups or a large menu at the top of the page. Keep your logo and maybe 1-2 links to your website. Don’t overwhelm users.
- Push on pain points. Users have a need and are on your site looking for a solution. Remind them what that need is and explain why you have the solution!
Here are a few thoughts to remember as you evaluate the landing page you are creating.
- Create landing pages that are tailored to each product, ad campaign, ad group, or keyword.
- Experiment by using A/B testing to find the best-performing version of your landing pages and advertisements.
- Quickly test and launch new versions of your website, little to no additional or heavy coding required. Simply duplicate pages and modify the text or pictures you already have.