Four elements targeted landing pages should (and should not) have

What Are Targeted Landing Pages?

A targeted landing page serves a distinct purpose: to transform visitors into paying customers. Niche-landing pages are not designed for a broad audience; rather, they are tailored for a specific, targeted audience. Because they contain niche content, they tend to have a higher conversion rate than generic website pages, especially when they are paired with targeted pay-per-click (PPC) ads.

The following tips can significantly boost conversions on your clients’ landing pages:

1. Relevant Content

When people click on an ad, they expect to see more information about what was featured in the ad on the next screen. If they don’t see content that’s related to the ad they were interested in, it almost guarantees that they will leave the website. Your client’s landing page copy needs to be clear, concise and consistent with the content of the ad. Incorporating the same keywords from your client’s PPC ads into the landing page will not only help maintain consistent messaging between the ad and the on-page content, but the keywords can also serve as the foundation for what the landing page copy should focus on.

2. Clear Call-To-Action

For the call-to-action (CTA) to be as effective as possible, the landing page should only contain one, (clearly defined) actionable step for website visitors to take. Whether the goal is to get someone to order a product, sign up for a service, schedule a consultation or provide their email address, it should be obvious to the website visitor what action they should be taking. The call-to-action should also be well-designed and eye-catching so it easily stands out on the page. Placement of the CTA matters too (CTAs tend to convert better in certain spots of a landing page than others).

3. Eliminate Distractions

The point of the landing page is to get the website visitor to complete the call-to-action. This means it is crucial that the page is designed to grab website visitors’ undivided attention. One you have their attention, it makes it easier to guide them where you want them to go. Therefore, it is essential that the landing page is free of unnecessary clutter and distractions, making it easy for the visitor to focus on what matters; your client’s call-to-action. One of the easiest ways to do this is to “strip down” many of the website’s elements. Not including things like the website’s navigation, social media icons, links to blog posts as well as removing the website’s header and footer are some good examples of things that can eliminate distractions and help keep visitors focused on the “meat” of the page.

4. Establish Trust

To make a website visitor feel comfortable to take the desired “action” on the landing page, it’s important that it instills trust in your client’s products / services. Including customer testimonials, your client;s accreditations / qualifications as well as making contact information available so the website visitor can contact your client with any questions they may have are great ways to help establish trust.

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