Landing Pages Convert Higher Than Website Pages
Landing pages convert higher so you’re wasting money when your paid ads link to your website. Need proof? A recent study showed dedicated landing pages convert 65% higher than website pages.
Use the right tools for the job.
This shouldn’t be a surprise since your website wasn’t built to work with your PPC campaign. It only makes sense that to get the best results from your ad campaigns, you need to use the right tools.
That means sending potential customers to dedicated pages that were built to work with your paid ads. After all, you spend time and effort writing ads using the perfect combination of words to get people to click them. Why go to all that trouble to then just send them to your website?
6 ways landing pages & website differ.
You invest a lot of money in your ad campaigns and continue to spend more month after month. Every time someone clicks on your ad and it doesn’t convert, it’s costing you money. That’s why it’s smart to link your ads to landing pages specifically built to work with your ads.
There are six ways in which dedicated landing pages and websites differ and we’re going to go over each of them. You will clearly see how all six elements work together to make landing pages more effective.
Multi-purpose vs. single purpose
Your website was built for multiple purposes, such as supplying general information, selling all your products and services, even promoting special events, etc.
A dedicated landing page has a single focus and that is to convert visitors into your customers. Everything on the page is geared towards moving them through your sales funnel and it makes all the difference.
Content is key to conversion.
Your website has many purposes which means it needs to have a wide range of content whereas a landing page only has focused, relevant content on one topic or offer that matches your ad.
Someone clicking your ad gets confused when they arrive on a page and don’t immediately see content matching your ad. They don’t want to waste time and will click away rather than hunt for the info they need.
No navigation keeps focus high.
Your website has a navigation menu guiding visitors to other pages along with links to social media or other websites. A landing page has little to no navigation to keep visitors focused on the page.
This makes a huge difference as the goal is to keep them on the page long enough so they can get all the information they need to decide, buy and/or act. That won’t happen if they get distracted.
Strong call to action
Your website has multiple CTAs guiding visitors to various actions and that makes sense because it has many purposes and each one requires a separate call to action.
A dedicated landing page has only one call to action. The same CTA may be in multiple places throughout the page, but they all prompt visitors to complete your primary desired action which could be filling out a contact form or downloading a PDF.
Design flexibility
Your website has a wide range of design elements to cater to its diverse content needs. A landing page has tailored design elements leading users toward a singular action.
This simply means your website was built to be many things to many people, so all its elements point visitors in different directions where a landing page points them in one direction to facilitate conversions.
Know your audience.
Your website is aimed at a wide demographic who have varied interests, and a landing page is highly targeted. It’s focused on the same niche audience segment that your paid ad targeted.
For example, an ad targeting residential furnace repair is aimed at homeowners with a broken furnace. The language and content that convinces them to buy is different than a business owner with commercial HVAC needs.
1-time investment pays off big
All these differences add up to one thing. Landing pages convert higher. This means you can make more money from the same ad spend by switching to landing pages. While your PPC campaign is a recurring expense, landing pages is a one-time expense.
It doesn’t take a genius to realize that it’s smart to invest in a pack of dedicated landing pages to match the keywords targeted in your paid ads. Doing so will result in getting more conversions with the same ad spend and that will be repeated over the lifetime of your PPC campaign.
It’s the gift that keeps on giving. Contact Sleepy Dog Media Group for more information about landing page design and development services to increase the ROI of your PPC campaign.
