Landing Pages - Their Importance in PPC

When you have your website built and are ready to market your goods or services to the wider community, you will probably engage a professional marketing company to help you. More than likely, you will begin your marketing campaign with pay per click. This will bring you instant customers, however, there are some rules which must be obeyed. The first of which is make sure that your keywords are very relevant to what you are selling.

Never Mislead Visitors.

Never mislead potential customers, for instance, if you are selling mass produced knitwear, do not suggest that you are selling handmade knitwear as this will just frustrate visitors and cost you money with no return.

Be precise and concise with your descriptions. Write good copy in your adverts and on your web pages. Make sure your landing pages are interesting and easy to navigate from. Always make it easy to buy from your site, if customers can’t find where the checkout is, they will not complete the sale.

Different Landing Pages Are Needed.

You should have a different landing page for each of your adverts, with each page being relevant to the goods or services being offered. The purpose of the landing page is to encourage the visitor to take action, so you need to make it attractive, interesting and very easy. It does not matter what the action you want is, it may be that you just want to collect contact details, you just have to convince the visitor to do what you want.

This is why you need to write interesting copy, to engage and excite the visitor and make them feel that they have a rapport with you and that you are the sort of company they would like to do business with. Make it easy to navigate to the main site and make sure that your landing page is forgiving if they make a mistake.

Build Your Landing Pages Carefully.

Construct your landing pages carefully and make them easy on the eyes. Never use garish colours, however, do not be afraid to make use of colour to improve the appearance of the page. Use contrast to enhance text against the background, the best combination is black text on a light or white background but you can use another combination without making it too hard on the eyes or difficult to read.

Present your information in a well written and concise format. Make sure that spelling and punctuation is correct and that your copy encourages that call to action. If you fail in any or all of these guiding principles, your landing page will not work and visitors will leave without making an enquiry or purchase. If visitor leave before answering your call to action, you will lose money as each click costs you money and you need to make a return on every penny spent.

Above all, your landing pages should convey professionalism and credibility. You want visitors to be impressed and feel comfortable with you, so you must do your utmost to attain this and you will reap the reward of many sales and returning customers. Landing pages are important, they are your introduction and as we all know, first impressions do count, so get this right and you will increase business.

Graham Baylis
Internet Marketing and Promotion Specialists
www.S-O-Marketing.co.uk
"Making sure your needle is found in the Internet Haystack"