Are you running a paid media campaign? (if you’re a B2B company looking for more leads the answer is more than likely: YES)

Now, are any of those campaigns driving traffic to a page on your website? (home page, services page, or another page that is generally accessible to users who are navigating your website)

If the answer is also yes, then you likely have an opportunity to optimize and greatly increase your paid campaign’s ROI.

“What do my website’s pages have to do with PPC Landing pages?” you might be asking yourself…

Well, you see, there are core elements at the heart of every effective landing page. And generally, if you’re driving paid traffic to a page, you want it to be as focused as possible.

Today we’re going to focus on the most important elements to nail when driving paid traffic to a conversion-optimized landing page.

We’ll be focusing on:

  • Using the data you already have
  • Focusing on above the fold content
  • Testing your Unique Value Proposition (UVP)
  • Realizing why less is more (when it comes to landing pages)
  • Adding trust signals to your landing page

Use data you already have

It’s important to make sure that you’re using key data you’ve already accumulated.

To convert your user, you need to speak to their specific needs. Personas are key to account-based marketing strategies, and landing pages are no exception.

If you don’t have specific personas yet, data from a behavior analytics platform like HotJar can help you figure out what your users want.

By directly addressing problems and giving solutions, a user feels like they’re getting a catered experience.

Once you have persona data, you should be trying to read your content as if you were that person. Does your copy interest you when you view it from their perspective?

Generally, successful landing pages lure users in with relevant content, rather than pushing the true goal of the page.

For example, “Learn how to build a successful marketing strategy” is more convincing than “Download our ebook” as a main headline.

Finding empathy with the user is the first key to an effective landing page.

Focus on above the fold content

If you don’t put your strongest argument(s) front-and-center, it might never be seen. The average website user takes less than 6 seconds to read your copy. This means you have to deliver a lot of information in little space.

In short, your headline should be as compact as possible, give value, and convince the user. That’s a lot to fit in one go.

Test your Unique Value Proposition (UVP)

Your UVP has to do a lot of things with few words.

  • How will it benefit the user?
  • What problem does it solve?
  • How is it different from the competition?
  • It’s important to emphasize this information as a headline, to make a strong first impression.

Rather than being long and descriptive, the UVP has to be short and sweet. It needs to draw attention to guide someone to scan the rest of the page and convert.

We generally recommend brainstorming 5–10 options for Landing Page UVPs, getting feedback from key stakeholders or peers, and tweaking them as needed.

Also, it’s good to test one UVP against another option in an A/B test, to see if one outperforms the other by a large margin. It’s a good idea to continue split testing at least a few times a year, to gauge shifts in the market.

By continuing to test the success of your headlines, you can keep up with changes in your industry.

Less is more

So, you’re a transparent marketer and you want to give your prospects as much information as possible about your product / service…

But you might be doing more harm than good.

The problem here is if the information isn’t clear and direct, you’re making it hard for them to digest the information.

It’s also key to not get too into the weeds with what your product does. Especially when talking about technical solutions. Your goal is to explain the highest-level benefits with the simplest language.

It’s a fact—writing simple, concise copy makes it easier for users to convert. Avoid jargon and complex terms if possible. Even if your audience understands, it will take them longer to read it (and they may not decide to stay long enough to read it all).

There are tools that can help you gauge if you’re writing readable copy. For example, Hemingway App has a free browser-based editor that checks for passive voice, complexity, and adverbs. It will also suggest simpler options for words you’re using.

Add trust signals

Can your audience trust you?

“Sure,” you might say, “we’ve been around for decades.”

But in today’s market, that just simply isn’t enough.

If a user hasn’t used you before, they may need an extra push to decide if they want what you offer. This is what the goal of a trust signal is.

Some examples of trust signals include testimonials, client logos, and case study statistics. These pieces of information prove that you deliver tangible value to companies or people like your audience. It may also allow them to see what success could look like for them.

For awareness campaigns (e.g. free ebooks), client logos, or awards are more useful to communicate authority and experience.

If you’re trying to make the user take the last step in the journey, case study results or testimonials helps them believe in what you have to offer.

Lather, rinse, repeat

These strategies will go a long way in creating landing pages that strengthen your lead generation, but it takes time to improve.

It’s important to gauge results periodically, analyze data, and adapt to it going forward so you continue to grow. It’s a continuous process.

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