Chances are, if you’re a business owner in Sacramento, you have a landing page for your PPC (pay-per-click) marketing campaign. You probably worked pretty hard on it and think it looks pretty nifty! But then you go to check out the analytics and see the conversion rate. Your smile slips away, and you’re left scratching your head. 

Why does it seem like your landing page hasn’t helped your campaign at all? 

Here’s the bad news: if it seems like your landing page isn’t doing so hot, you probably aren’t imagining things. But here’s the good news: we can help you fix it! Here at Salem Surround, we specialize in all things digital marketing. We know exactly how to optimize your landing page with a few simple tweaks that can turn those clicks into much-needed conversions. Keep reading to how you can transform your Sacramento business’s PPC landing page into a success story!

What is a landing page?

Have you ever clicked a product link and been redirected to a page that encouraged you to “Shop here!” or “Claim your discount now”? Then you already know what a landing page is! These standalone web pages exist specifically for marketing campaigns, usually with a single goal or focus (known as a call to action or CTA) in mind. Landing pages also have a median conversion rate of 6.6%, which can translate to respectable sales and leads. While just one moving piece in the marketing machine, they can help you reach your target audience and turn curious visitors into customers!

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What makes a landing page effective?

High-converting PPC landing pages share a few common traits. No, that doesn’t mean that you have to copy what your competitors are doing and lose your brand’s individuality in the process. In fact, you want to highlight it in your landing page. (More on that soon!) However, there are a few key components that you need to include. Some refer to them as “building blocks.” We like to call them “non-negotiables.” The five must-have elements for an optimized PPC landing page are:

• A compelling headline 

• A sleek, visually appealing design 

• Concise copy

• Social proof

• A clear call to action 

  1. A Compelling Headline

Your landing page headline could be the difference between a visitor staying on your page or clicking away without taking action. No pressure! A good headline is concise and punchy–it gets straight to the point without being overly flowery. And don’t forget about message match! Your landing page copy and design should match the ad that got your visitors’ attention in the first place. Keep a consistent tone and look! 

Don’t try to get too witty or different. Ideally, your landing page should showcase your business’s unique selling proposition (USP) in both the main and supporting headlines. Your proposition is that special something that sets your business apart from all your competitors in Sacramento. However, you don’t actually have to provide a service or product that nobody else in your area does. You just need to frame it in a way that highlights why your offer is different. In other words, what makes it special?

When writing your headline, do:

• Be clear and punchy.

• Offer a specific benefit. 

• Message match, message match, message match! (Did we mention message match?)

• Keep it between 6-12 words.

And don’t:

• Be flowery or verbose.

• Be too vague.

• Forget to include benefits.

  2. A Sleek, Visually Appealing Design

People are highly visual creatures, so your landing page needs to make an instant impression! Here’s how:

Choose a hero image that packs a punch. 

The hero image is the visual that will greet your visitors the second they click onto your landing page, so choose wisely! Make sure your hero image is relevant to your product or service. For example, if you run an ice cream shop in Sacramento, you’d probably want to display some kind of ice cream treat! Take your time in choosing the right image and try to think like a consumer. What kind of images grab your attention?

Create a straightforward, uncluttered layout.

Too much of a good thing is a bad thing, and that logic also applies to landing pages. You don’t want to “wow” potential customers with your coding skills. You just want to convince them to stay on your landing page long enough to convert! Keep the adage “Less is more” in mind. A slow loading time can slash your conversion rate to the tune of 7%, so don’t bog down your page speed with too many visuals and calls to action! 

Try to keep the most important parts of your offer above the fold.

That is, the content visible on your landing page without a user having to scroll or swipe down. Nowadays, people’s attention spans are short and their patience even shorter, so remember that when you design your landing page! (Hint: Try to keep things like customer testimonials, suggested content, or any calls to action above the fold.)

3. Concise Copy

A well-written headline is only one half of the high-converting landing page success equation. Your supporting copy should be equally compelling! Don’t try to dazzle visitors with your command of the English language (though good grammar and proper formatting are important). Be concise and get to the point. Highlight both the benefits and the features of your offer. Features describe the physical attributes of the product itself. Benefits describe why those features matter to your customer. Ultimately, keep in mind that you’re trying to communicate the value of your offer to your visitors.

4. Social Proof

Raise your hand if you always read through the Amazon reviews before you click “Add to Cart.” That’s a real-life example of social proof–or, in psychological terms, making decisions based on what other people are doing. In the context of your landing page, social proof could be anything from a customer quote to a case study to an Amazon review. Make sure any social proof you use rings true and authentic. In other words, don’t rope your family and friends into leaving reviews just so you can use them in your landing page! Be as specific as possible and use real customer names when possible.

5. A Clear Call to Action

Calls to action and high-converting landing pages go hand in hand. Your call to action needs to be concise, compelling, and clear. Don’t just slap a “Buy now” button at the bottom of your landing page and hope for the best. Be strategic about your CTA’s placement and design! Use eye-catching (but not eye-bleeding) colors and bold-but-easy-to-read fonts (no calligraphy, please!). Also, keep any forms short and sweet. Try to use words or phrases that motivate your visitors to take action. Like:

• Act now
• Click here
• Discover
• Get your [insert product or service here]
• Hurry
• Order now
• See more
• Visit us at [link here]

And so forth and so on! 

What Do High-Converting PPC Landing Pages Look Like?

Sure, we can tell you how your landing page should look, but we don’t want to let you go without also showing you a few examples of high-converting landing pages!

Why You Should Choose Salem Surround for All Your Digital Marketing Needs

Form optimization might feel like rocket science, but it’s not as complicated as you think, especially when you have our team of experts in your corner! Here at Salem Surround, we can help with every aspect of digital marketing, from landing page optimization to Google Ads, and more. Whether you’re a brand-new business or a legend in the Sacramento community, we can get eyes on your brand…and keep the people coming back for more! So don’t delay. Contact us today, and let’s start writing your success story together!

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