Have you invested money in a PPC campaign to drive traffic to your website? Are the adverts bringing you lots of visitors but few enquiries? Nine times out of ten the problem will be your landing page.
This is the page on your website that the advert is directed to and if this page isn't well written and optimised, you are wasting precious marketing money.
A website copywriter can work with you to create the perfect landing pages for your PPC campaign so that you don't waste a penny on poor conversions.
Your keywords, advert and landing page all need to be highly relevant to each other so that your visitors actually find what they're looking for and are not directed to an unrelated page.
This formula will minimise the amount of money that's wasted on clicks from visitors who are not searching for what you're selling and it will lower the minimum bid necessary for your advert to appear.
Another bonus is that by keeping everything relevant you could see an increase in your Google Quality Score and pay even less money per click.
If you don't have a website copywriter in your business, then contact one who specialises in website copywriting to help you to create a winning landing page.
Alternatively, you could have a go at creating better landing pages yourself with the top tips below...
Make it relevant You need to make sure that your keywords, the copy on the advert and the copy on the landing page all directly relate to each other.
This means that the keywords you choose should be what your visitors are actually looking for and these keywords should feature in the advert and on the landing page as well.
The landing page should then give further details about what is being promoted by the advert.
If the landing page doesn't directly relate to the advert then you can end up paying for wasted clicks.
Keep it clear Make sure the copy on the landing page is concise, persuasive and targeted at your visitors.
People tend to skim read on the web so you need to make sure that your landing page gets all the main points across as clearly as possible.
Bullet points and sub headings can help to direct your visitors easily through the page and small paragraphs can help visitors take in the information.
Clear call-to-action If you want your visitors to email you, call you or to buy a product then you need to make it obvious to them.
One of the biggest mistakes businesses make is that they don't clearly direct a potential customer to a method of purchasing their product or service and therefore visitors get frustrated and leave the website.
Include a big 'buy now' button on your site if necessary but just make sure that your visitors know how to buy from you.