13 September 2023

Optimised Landing Pages: Are you overlooking their value?

Your ad caught a customer’s attention. They want to find out more. Great!
But the landing page has to keep their attention. A lot of people miss the mark on that one.

What is a landing page?

A landing page has a specific purpose: to help with a campaign’s conversion. Once clicking on an ad’s CTA (call-to-action), the user will be redirected to a landing page. This page is then used to collect personal information about an interested lead.

How can you optimise a landing page?

Optimising a landing page takes a lot of testing – but, ultimately, it should fulfil its purpose. To convert prospects into leads.

As soon as a visitor lands on your website, you can start learning about their conversion path. This path starts when a visitor visits your site, and ends (hopefully) with them filling out a form and becoming a lead. The design should be simple, no-nonsense and its purpose should be clear. You should see the design of a landing page as a window into your business – showcasing the best of your services, sharing why people should choose you, and have a clear contact opportunity.

Have a clear action

When creating a landing page you should have a clear journey you expect your customers to take. Whether it’s to book a meeting, call you, or buy a product, this should be clear from the initial page they are taken to.
Tip: If possible, try testing different CTAs (calls to action). Swap ‘Contact Us’ for ‘Let’s Get Started’ or ‘Tell Us More About You’.

Focus on the positives

As explained, landing pages are the shop window of your business, and usually the first thing people will see when they’re browsing. So let’s be positive! Showcase the best of what you do, and don’t mention what you don’t do.
Tip: Instead of ‘We don’t do [X] service’ try ‘We’re specialists in [X] and work closely with our clients to provide the best service in this area’.

Less is more

Shorter landing pages often gain higher traction. They have clear and concise messaging that showcases the best of a business in as few words as possible.
Tip: Read back over every single word and make sure every word has meaning.

Oftentimes, it’s the landing pages that get all the love in the lead generation process. But the thank-you page, where the visitor is led to once they submit a form on the landing page and convert into a lead, shouldn’t be overlooked. Think about the journey you’d like your customer to take from the landing page right through to work with you.

Our work with SETAG Yachts

Through Paid Media, Yawn has supported SETAG Yachts in growing their online presence. Testing ads and placing the correct ad extensions to create the optimum customer experience has proven to continue to bring SETAG to the top of search results. We’ve optimised ad copy and landing pages to support the customer’s entire journey, and to generate leads, for SETAG.