Many SME’s use pay-per-click advertising as a cost effective way of generating leads. Unfortunately, it’s not enough to just have someone click on an ad, businesses need to be able to convert their visitors – by having contacts details exchanged for downloading a paper, signing up to a newsletter, sending an enquiry to start a conversation.
So what are the best ways to optimise landing pages for lead generation campaigns?
Here are 10 to get started:
1. Each landing page should have a dedicated purpose and message. Customise landing pages for each campaign being run so they are relevant to the advertisement they have clicked on and never, never, never send them to a home page.
2. In line with above, immediately address the reason they have arrived at the page – align the message on the landing page with the message in the advertisement they clicked on to get there. In addition, communicate how their needs/interests/issues are being met and highlight the value of the offering.