5 Min Read
Generating a constant stream of website enquiries can be a difficult task, which is why dedicated campaign landing pages should be a core part of your lead generation efforts. There are a number of different elements that need to be well executed in order to create a campaign landing page that will boost the number of website enquiries.
Campaign pages alone won’t do much to boost website enquiries if no one is landing on the page. The winning strategy is to use dedicated landing pages as part of your PPC campaign, this way you can ensure that you are targeting the right users at the right time by using an AdWords campaign to promote the page for the relevant keywords.
Having a well-built landing page also ensures that your PPC campaigns are driving results because campaign pages are often the most common drop-off point in the user journey. By using a dedicated campaign landing page as part of your PPC strategy, you can generate leads using paid search in a way that will be effective and yield high-quality website enquiries.
The beauty of creating campaign landing pages is that you can have as many as you want (ok, there is such a thing as too many so try not to go overboard) and each one should have a singular goal. Unlike a generic page on your website, you campaign landing pages should have no distractions in the form of multiple call-to-actions, buttons, and links. It should have a clear and simple end goal – in this case: enquiries. The design of the page, copy, and call-to-action need to all work cohesively to reinforce the goal of the page.
Unlike your blogs, outreach, and even your social media content, your landing page copy isn’t here to add value for a user or encourage repeat visits, it’s here to convert. Your copy should be concise and emotive – remember people make decisions emotionally, not logically.
“Content is king” is a phrase you’ll often hear used in marketing, and with good reason. Well-crafted copy not only adds to the overall look of the page but is ultimately what will prompt a user to take action. An often missed detail when it comes to landing page content is that it should tie in with your ad copy. You want to make it clear right from the start what your offer is, so the user won’t feel mislead once they land on the page. How often have you clicked a display ad or a banner, only to be taken to a landing page that doesn’t quite match up? Mismatched copy doesn’t inspire action, and you’ll find that most users exit the page as quickly as they landed on it.
Take a look at the example above. There are a number of missed opportunities when it comes to content. The goal of your landing page is to drive enquiries, and instead of taking up the entire space above the fold with a large image, you should utilise this space by adding some enticing copy and moving the form further up the page. What you should take away from this example is that your campaign landing page needs to be fit for purpose. It’s good to have a clean design and remove any distractions, but you still need your landing page copy to persuade users to make an enquiry.
I can’t emphasise enough how important it is to continually keep reinforcing the same messaging on your campaign landing pages. To persuade users to trigger a certain action your call-to-action (CTA) needs to be written and presented in a compelling manner, all the while reinforcing the same messaging as the initial ad that led the user to the page, and the page copy itself.
It goes without saying that your entire website design should be fast, responsive and optimised for mobile, but if you can’t quite commit to a full overhaul, you should make the optimisation of campaign landing pages your first priority. Slow-loading pages and graphics that don’t display properly are just two of the many reasons that cause mobile users to drop off before taking action, something you can easily avoid with a mobile first design. If you’ve got the resources, you should consider making a separate campaign landing page altogether for mobile devices, to ensure a good user experience that will translate into a higher number of enquiries.
Optimising your campaign landing page for mobile devices isn’t just limited to the design elements. The average mobile session duration is 72 seconds so you’ll need to trim your copy to fit that timeframe. If you take a look at the example above from Human, you can see that the copy is is clear and concise, and the CTAs are specifically designed for a mobile platform. To generate enquiries, you could easily replace the two buttons with a click-to-call button and one linking to an email or an enquiry form.
Campaign landing pages offer you the perfect opportunity to add trusts factors and remove perceived fear factors that might be obstacles to triggering a user action.
The most important trust factors your campaign landing page needs to include in order to boost enquiries are safety certificates, customer testimonials and a few lines about how the provided information will be used – along with a link to your privacy policy.
Perceived risk is the doubt a customer has when purchasing something – usually a high ticket item – and in this context that risk is usually how their information will be used. By adding the trust factors mentioned above, you can minimise users’ perceived risk factors, resulting in a higher number of enquiries.
One of the biggest mistakes you can make is forgetting all about your landing pages once they’re live, then wondering why the number of website enquiries they’re generating isn’t as high as you would like. You should always treat landing pages as works in progress, continuously optimising them, and even introducing A/B testing if your budget allows.
To find out how we can help your business, take a look at our range of PPC services or get in touch with us today.
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