A good advertising strategy is important for a campaign, but no matter how good of a strategy you have, it may not matter if the ads lead to a sub-par landing page. 

Landing pages are designed to accompany an advertising campaign. These pages are usually curated to work with a specific set of ad visuals and copy in order to drive conversions. Most literally, this is the page a user “lands” on when they click on one of your ads. This is the first impression of your brand beyond the ad, so there are certain features that a landing page must have in order to get the most out of your ad campaign. 

A Call to Action

All landing pages must have a clear call to action above the fold, or before the user begins scrolling through the page. Whether that be a button to “start now”, a form for the user to fill out, or a prompt to call a phone number. 

A call to action is important because ultimately, you want the user to complete an action once they arrive on your page. If a clear call to action is presented to the user upon landing on the page, it is more likely that the user will take your intended action. Calls to action are ultimately the way conversions will come in, which can directly allow you to measure the success of your campaign. This can allow you to gather leads, especially if you use a CRM that integrates with a form on your website or a tracking phone number. 

A Clear Product or Service Offering

When a user lands on your page from an ad, they want to be sure they are in the right place before submitting any information such as their name or phone number. Be sure the product or service offering is clear to the user above the fold. Keep this description clear, but brief. You want the user to understand what it is you are offering without overwhelming them with too much information.

Clear, Captivating Images

Because a landing page is short and sweet, you want to make sure all imagery on the site is purposeful and clear. You want to capture the user’s attention and keep them engaged throughout the experience. The image or video above the fold should relate to your product or service offering, ideally, the image should entice the user to take action on the page. In addition to the above-the-fold content, all other photos and videos on the page should serve a purpose to either showcase the product or service or to help the user to envision how they will feel when using the product or service.

Testimonials

Having testimonials on the landing page adds social proof and credibility to your brand. Whether it is a video endorsement from a celebrity or a written review from a local client, users like to have the reassurance that people have used your product or service before and to learn about their experience before making a purchase or signing up for a service.

A strong landing page must work well with your ad strategy, but once the user arrives on your page, a call to action, a clear product or service offering, clear and captivating imagery, and strong testimonials will help your page to lead to conversions. 

Digital Marketing Company in Atlanta

For assistance building a captivating landing page to accompany your ad strategy, give us a call at (404) 953-KOOL (5665) or send us an email at [email protected].