When you’re running digital ads to generate new leads, the ad landing page is just as important as the ad itself, and that’s why we’ve put together these tips for creating an effective ad landing page for you.
The ad landing page is the destination when someone clicks on your digital ad. It’s a critical piece of your overall digital ad campaign because you’ve already paid for the click, and now you need to make it pay off.
It pays off when that person gives you their contact information and becomes a new lead.
There are four critical things you must do when creating an effective ad landing page …
1. Focus on Why They Should Care
Your landing page needs to answer your visitor’s question: “What’s in it for me?” You do this by focusing on the benefits they’ll receive by giving you their contact information.
Everything on the page should support showing them why they should care. Benefits should drive your choice of headline. Your images should support the idea of the benefits your new lead will receive. And benefits should be the focus of your page’s body copy, too.
Often, you’ll want to touch on and empathize with a specific pain point that you can solve for them. And then be specific about how what you’re offering in exchange for their contact information can be the solution they’re looking for.
You show them the transformation they’re likely to receive so that they get excited about giving you their contact information.
2. Keep it Simple
A confused mind does nothing, so you need to keep your ad landing page as simple as possible and give the visitor only one thing to do. The one thing is to enter their contact information.
Their only other option is to exit the page. There’s no other navigation or action items.
Simplicity also plays a factor in the design and formatting of your page. Consider the use of white (or empty) space to keep the visitor focused on what you want them to read and then do. Use short paragraphs and/or bullets to make the copy easy to read.
If your visitor can’t understand your message in the time it takes them to blink (about 5 seconds), your landing page isn’t simple enough.
3. Present a Strong Offer
Your offer when it comes to an ad landing page is what you’re giving your visitor in exchange for their contact information. Your offer needs to be relevant and compelling enough that they want to give you their information in order to receive the thing.
This “thing” could be a free report, a guide, a demo, a template, a checklist, or any other information they would find valuable.
But in addition to offering them this valuable thing they want, your offer also needs to move them along the customer journey to eventually buying your product or service.
For example, if you’re a business and employment law firm, a strong offer might be a free guide that explains the Top 3 Employment Law Risks of your state. It’s relevant and something the visitor wants, AND it moves them closer to hiring you to help them mitigate those risks.
4. Have a Strong Call to Action (CTA)
The CTA is perhaps the most important element on your ad landing page. As the name suggests, it’s what directs your visitor to take the action you want them to take. In this case, submitting their information and thereby becoming a lead.
It’s most effective when your CTA is a button on the page that clearly lets the visitor know that this is their next step.
You can make the button stand out by using a vibrant color that contrasts with the rest of the page. And you can make it compelling by using action verbs in the button copy.
For example, “Yes! Send Me the Guide!” or “Get a Demo” or “Download Now.”
Your CTA should be placed in an obvious spot that your visitor’s eyes would naturally go to. And there should be plenty of space around it to make it easy to click … or tap if your page is being viewed on a mobile device.
There’s a Lot that Goes into an Effective Ad Landing Page
There’s an art and science to creating an effective ad landing page. And while we think these are the four most important elements, we acknowledge that this isn’t all there is to it.
After all, it’s nearly impossible to condense years of experience into a single blog post AND address your specific needs.
So, we encourage you to connect with our team and request a meeting where you can tell us about your goals and we can explore how we may be able to help.
