Landing pages are an essential component of an effective digital advertising strategy because they serve as a bridge between your different types of ads and the action you want a consumer to take. Following these best practices can maximize the results of your digital campaigns and help you achieve your business goals.
A landing page is designed to serve as the second step in the buying process. Its job is to convert people who have clicked on an ad into leads who have an interest in your brand, products or services.
It’s important to follow best practices when creating a display ad, which include designing a landing page with a single goal in mind. That goal might be to have your online visitors submit a form, make a purchase, subscribe to an email list or place a phone call.
Also known as the headline, the value proposition header is a short message that communicates the advantage of your product or service. It highlights what’s in it for consumers after they complete a desired action.
A value proposition header should resonate with your audience’s needs and entices them to explore further. Capture their attention by identifying your consumers’ problems and providing a solution in the form of a headline.
Aligning the landing page content with the ad copy is vital to the success of your campaign for the following reasons:
People are self-interested. They’re primarily concerned with how you can help them address their needs. So, focus on the advantages and benefits of your product or service to get to the heart of their interests.
Here are a few questions to consider when highlighting benefits on a landing page:
The goal of a landing page is to keep users focused on completing a specific task. Eliminating distractions from your landing page will guide your audience to take the desired action.
That includes editing excess information and removing additional links from the page. Consider deleting the navigation menu and limiting your use of animation and sound. Keeping users on your landing page allows you to better track your return on investment because you’re able to identify conversions generated from that digital campaign.
A strong landing page is a necessity for a successful digital ad strategy. It provides relevant information to your audience, establishes brand credibility and supports lead generation.
The digital marketing experts and web developers at TouchStone Digital create landing pages that will resonate with your target audience so you can achieve your marketing and business goals.