Getting someone to click your advertisement is an important first step, but it is not the end goal.
Once a potential customer clicks your Google Ad or another digital advertisement, they arrive at your landing page with a particular expectation. They are looking for the information, offer or solution that encouraged them to click in the first place.
If the landing page delivers on that promise, you have an opportunity to keep their attention and guide them towards taking action. If it does not, you could lose a valuable lead before they even have a chance to engage with your business.
The Ad and Landing Page Need to Work Together
A strong digital marketing campaign is not just about creating an attention-grabbing advertisement. The entire journey from the initial search to the final enquiry needs to feel connected.
For example, if an ad promotes a specific service or offer, the landing page should immediately reinforce that same message. Visitors should not have to search through your website to find what they were promised.
Consistency between your ad and landing page can help create a smoother customer journey and reduce confusion.
Keep the Message Simple and Relevant
A landing page has a specific job: to move visitors towards the next step.
That does not necessarily mean filling the page with as much information as possible.
In many cases, a clear and focused page can be more effective.
Consider whether your landing page:
- Clearly explains the service, product or offer
- Matches the message used in your advertisement
- Provides the information visitors need to make a decision
- Uses clear and easy-to-understand language
- Makes the next step obvious
- Works well on mobile devices
The easier it is for visitors to understand what you offer and what they should do next, the less friction there is in the customer journey.
Give Visitors a Clear Next Step
A landing page should encourage action.
Depending on your business and campaign, that action could be submitting an enquiry form, making a phone call, requesting a quote, booking an appointment or purchasing a product.
Your call to action should be easy to find and clearly communicate what happens next. Rather than leaving visitors wondering where to go, guide them towards one specific action.
Every Click Is an Opportunity
Paid advertising can bring highly relevant visitors to your website, but the landing page determines what happens after the click.
A poorly matched page can waste advertising spend by causing potential customers to leave before they engage. A well-planned landing page, on the other hand, can continue the conversation started by the advertisement and guide visitors towards conversion.
This is why landing pages should be considered an important part of your wider digital marketing strategy, rather than simply another webpage.
Build a Better Customer Journey
From the first impression of your advertisement to the final enquiry, every stage of the customer journey matters.
At Unique Point, we look beyond the click. Our Digital Marketing Team can help businesses create connected digital experiences where advertising, landing pages and conversion goals work together.
If your ads are getting clicks but those clicks are not turning into enquiries or customers, it may be time to take a closer look at the page visitors see next.
Reach Out To Us
Contact us through your preferred method. We are eager to connect with you and explore how our Digital Marketing Team can contribute to your success.
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