Staying one step ahead of your competitors is the key element to boost a successful business. Optimizing your Internet presence, particularly to present the clearest “who we are and what we do”, is essential to ensure that your pay-per-click (PPC) rate is successful. Check your landing page against these ten simple pointers—how does it measure up?
1. A complete landing page.
When visitors click on an ad, they are actively looking for something. Make sure your landing page tells them that they’ve found it.
2. Clearly defined target.
What do you want or need your landing page to achieve? Sales, sign-ups, or both? If you know a direct competitor is out-performing you in this area, analyze their landing page and figure out why that may be.
3. Market research.
On the subject of your competitors, a good study of their web presence will enable you to see where you can improve. Are they doing well? What are they doing wrong? Is there anything they are doing to serve their client base that you haven’t even thought of? Go for a holistic approach.
4. If you regularly run new campaigns, make sure the page is fresh.
Tailor it to that, and be ruthless about cutting out of date or poorly performing material.
5. Make it user-friendly.
Don’t put any necessary links at the bottom of a huge swathe of text; put them near the top, and sprinkle hyperlinks throughout your copy.
6. Be consistent and clear.
If your landing page looks like the worst marketing efforts of the late 90s, your customers will go elsewhere. Beware of fussy fonts, font sizes, and clumsy graphics.
7. Why are you better than others?
Trumpet your achievements, especially if your company has helped others to develop and thrive.
8. Build trust
Who are your clients? Are they happy with the service you’ve provided? Testimonials and links are keys to build confidence in your business.
9. Don’t waste their time.
Make sure the page loads quickly and that your customer can find what they need within seconds. If they can’t, they will go elsewhere.
10. Keep checking it.
Update content, check for errors, and keep your landing page fresh.