The landing page on your business’ website is just as important as any advertisement you’re planning to run. Businesses and marketers spend so much time creating advertisements to get people through to their website that if the landing page isn’t up to par then all that hard work was a just waste of time.
An effective landing page should tell your business’ story. It should have all the vital information that visitors need to learn about your services or products. It should also direct or influence visitors to specific actions. For example, a bike shop should have a website that clearly paints the picture to the visitor that high quality bikes are sold on the website. If a person clicks on your ad for bikes and is taken to a site that sells roller skates, they’ll leave because the site doesn’t have what they were looking for. Not exactly the end result anyone wants.
Not only will people immediately leave your site if it’s not what they we’re looking for, which would also increase your bounce rate, but you could unknowingly be subjected to other consequences as well.
The Consequences of a Poor Landing Page
First, advertising platforms compare the relevance of the ad to the search being performed. This same process happens with display ads; matching the ad to the context on the page or user experience from the past. When your ad is served and a click through occurs on your ad, if the reaction of the user is a bounce then your relevance score will decrease.
Second, your relevance score is taken into consideration when evaluating your ad, and when your score is low this results in poor positioning and less servings of your ad. The mismatch of message to landing page will also cause a lack of trust and negative perception of the brand. Lastly, you’re performing fraud advertisement when misleading viewers.
The Ideal Landing Page
When the ad is relevant to the search being performed, or the content on the page, the more likely the user will click through. Then, when the ad mirrors the landing page there is a higher chance the searcher will become a converter. This IS the result you want.
Why waste your advertising budgets and time on advertising a message that isn’t going to end in a conversion? Make it easy on yourself and set up your advertisements correctly the first time with these tips below to match the message to the landing page:
Tips to Match Ads to your Landing Page
- Use your brand logo or brand colors in the ad.
- Use strong terms that are utilized often throughout your website.
- Have a headline that is the same or similar to the title on the landing page.
- Write copy that is captivating but still explains the service, product, or deal a person will see when they click through to your site. Or, the copy should be a summary of what the page will say.
- Use images that are the same or similar to images on the landing page.
Throughout building your advertisements just remember, a click on an advertisement is only part of the process, the end result we all want is the conversion, no matter if it’s a sign up, download, purchase, etc. Creating a successful landing page can make the difference between high website traffic and searching for customers.
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