When you think about how to optimize your social media – and digital media as a whole – be prepared
Your landing page design can be one of the most important features of your digital strategy, especially when it comes to driving your paid advertising traffic to the most relevant and conversion-friendly landing environment possible. Trust the leading Google Ads agency in Toronto for your business website and landing page design and development.
A highly focused landing page is a great tool for any business looking to maximize the conversion rate of their paid media campaigns. A conversion-focused PPC (pay-per-click) landing page simplifies the path to purchase and provides the visitor with a clear view of the desired outcome. These landing pages are intentionally developed to have a narrow focus. They tell every visitor, “you’ve come to the right place, call this number or fill out this form.” In comparison, standard website landing pages are full of detailed information to support ranking in organic search results (search engine optimization).
This type of landing page is highlighted by a strong call to action, a sales funnel, multiple conversion points, and limited information to ensure the user is not distracted or guided to any other pages.
A landing page can also refer to the page that a visitor lands on when visiting a website. With that in mind, many websites will feature different landing pages highlighting their services. These pages tend to provide more information and focus less on generating immediate conversions. Ultimately, website landing pages are focused on search engine optimization, thought leadership, and building trust with the reader.
Landing pages are designed to serve the most relevant content possible to a potential customer right when they are searching for it.
They are often highly tailored and specific pages that speak to the exact service or location the user is searching for at that moment and demonstrates that your business is capable of providing that service in that location right now. There are two main types of landing pages:
Depending on the industry, some landing page designs work better than others.
If your business has a short sales cycle (i.e. emergency dental services, or emergency plumbing services), your landing page does not need to feature deep knowledge and thought leadership. People have a major problem – and they need you to solve it immediately. Conversion-focused landing pages are extremely effective when people are in “buy now” mode or when your business solves a pressing need.
These landing pages should offer quick information and value to the visitor. In the emergency plumbing example, here is a collection of quick messages that support lead generation on a landing page:
These are examples of key points to highlight, followed by a call to action that prompts the user to “Call Now” or fill out a form. We want to help the user decide quickly without allowing them to get lost in a content-rich website.
Many new businesses start their digital marketing programs with a stand-alone conversion-focused landing page because they lack the budget to invest in a full website. This approach limits upfront expenditures and helps to get the phones ringing as soon as possible. On the other hand, certain businesses have a longer sales cycle, and their landing pages should focus on building trust and thought leadership. For instance, most people would not select a lawyer on a whim. They would review different websites, read reviews, and perform due diligence to ensure they select the right lawyer for their needs.
The best user experience is achieved when the user finds the information they are looking for. If you run a business with a longer sales cycle (i.e. lawyers, plastic surgeons), it would be prudent to have informative landing pages for all the different services you offer and demonstrate your expertise. In the example of a plastic surgeon, it would be a good idea to feature the following information on the landing page for each service:
This information will build trust with your website visitor. If you are running a Google Ads campaign, the content on your landing page should match the keywords you are bidding on and your ad copy. This will help lead to better Quality Scores, lower cost-per-click, and higher conversion rates, resulting in a lower cost per lead.
Landing pages are crucial opportunities for a business to show potential customers exactly what they need right as they are searching for it.
Due to the highly customizable nature of landing pages, the content can be optimized to display for certain keywords that have a high chance of converting. For example, if a customer is searching for an insurance broker in Brampton, a landing page that speaks specifically to these services is more likely to generate a phone call than one that speaks more generically to insurance services.
Consultus Digital has years of crafting perfectly optimized landing page designs to maximize conversions for our clients. We take the time to learn everything there is to know about our customers and what they want to achieve with their landing page design. Our experienced team of in-house designers, coders, and copywriters work to create unique user experiences built from the ground up to support our client's goals. We focus on proven landing page designs that are guaranteed to get results while also adding flair and innovation to create brand recall with customers through our proven approach.schedule a discovery call
The key to any successful landing page campaign is to understand your business goals and what your customers are looking for. Your dedicated Account Manager will perform in-depth keyword research to find which search terms your potential customers are using and which ones are underserved by your business and the industry. This, combined with a detailed overview of your business goals and objectives, a tailored and effective landing page campaign can be crafted.
Once we understand your brand and your audience, our team of expert in-house designers and copywriters work to create bespoke landing pages and landing environments. These will combine the identified keywords as well as industry best practices for maximizing engagement and conversions. We work closely with you to develop a landing page that suits your brand and drives sales.
Once we have finalized the landing page design and copy, our team of in-house web developers will implement the pages on your website. Every page will be optimized to load as fast as possible and to be reactive for mobile devices. Your dedicated Account Manager will follow the entire process closely and ensure the highest standards of quality are followed.
Once your landing page campaign has been launched, your Account Manager will continuously monitor its progress and make adjustments as necessary to maximize your return on investment. After the campaign, you will receive a comprehensive breakdown report that analyzes all stats available from the campaign, which can be used to improve any future landing pages you might wish to pursue. Are you ready to get the best landing page designs in the industry? Contact Consultus Digital today, and let’s work some magic together.
Landing pages need to include highly relevant information to particular services or service areas that will exactly match a user’s search terms. Suppose you are a lawyer that specializes in divorce settlements. In that case, you may want to create a landing page that speaks specifically to divorce lawyers in Toronto or any other area you service. There should be effective copy that hits those keywords, is engaging, and contains some call to action, such as a “Call Now” or “Request A Quote” button.
Landing pages offer you another opportunity to show users when they are in important stages of their search journey. If you wish to appear for search terms that feature geographical locations, such as “Toronto,” “GTA,” “Oakville,” creating specific landing pages for each of these locations is a great way to make your way onto Google’s first page. In addition, Google won’t penalize you for creating landing pages with duplicate content when setting up standalone landing pages. This means you only need to write the copy once and then replace the location to instantly create a range of specialized landing pages.
Landing pages are designed to drive more conversions by serving the exact information required at the right stage in a user’s search journey. Once they have read the information, they are in a prime position to take a further step and get the ball rolling on their purchase. Placing a contact form on a landing page makes it as easy as possible for the customer to make their way into your sales funnel, allowing you to close the deal. Plus, having a form on your landing page will enable you to track its efficacy by comparing forms completed with finalized sales.
A “Call to Action” is any button, copy, or image that drives a user to complete the desired action. Examples of a call to action include “Call Now,” “Sign Up For Our Newsletter,” “Request A Quote,” or any variation of these. What specific action you want to draw attention to will depend on your goals for the landing page campaign. Your Account Manager will work closely with you to determine the best call to action to generate the greatest number of conversions.
Above the fold refers to content that loads above the bottom of a user’s screen. This would be anything that can be viewed without needing to scroll down the page. Below the fold refers to any content that does require scrolling down from the first loaded screen. Generally speaking, you want the most engaging and relevant content above the fold to instantly capture the user’s attention, and they are more inclined to scroll down to your below the fold content.
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