When someone clicks through on one of your ads or emails, it’s rarely a good idea to send them to your homepage. Most of the time, the homepage of your website will be too vague to effectively convert when people are looking for the specific information listed in your ad.

You’ll get a lot more conversions if you send people to a landing page with content specific to the ad, email or other point of entry.

Think about your homepage as the entrance to a transit station. It’s the entry point, and visitors who reach it are able to get to many different destinations from it. Your landing page is like a gate or a platform; it sends all travelers to a single destination.

Having a landing page with content that matches your ad or email exactly is the best way to actually convert visitors who have clicked through. As a bonus, landing pages can also help to increase your organic rankings for relevant keywords.

Local restoration contractor drives results with landing pages

 

One restoration contractor, with the help of their marketing team, saw just how much of an impact effective landing pages can have on overall success.

 

Over the past 60 days, they’ve seen hundreds of thousands of impressions, thousands of clicks and dozens of conversions.

 

Compared to the previous 60-day period, they’ve seen a 30% increase in impressions, a 45% increase in clicks, a 48% increase in conversions, a 26% increase in website visits and a whopping 173% increase in revenue.

 

Their leading marketing channels were paid search and organic search, both of which were aided by their landing pages.

How did they do it?

 

They launched search ads on Google and Bing, getting in front of people actively searching for keywords related to their services in their area, like “water damage repair” and “water remediation.”

 

They sent people who clicked through their ads to landing pages with exact-match content.

 

Their landing pages provided valuable information to their visitors in the form of text, infographics and videos.

 

They offered their visitors multiple paths to conversion with click-to-call buttons, easy-to-find contact information and a simple contact form.

 

They built trust on their landing pages by including the Broncos Business Pick badge, allowing visitors to easily read their reviews.

 

Visitors who didn’t convert on the first introduction to their business were brought back into their conversion funnel with retargeting ads.

 

Having effective landing pages helped to increase their ad conversions.

 

With lots of high-quality keyword-rich content, their landing pages also helped to increase their organic rankings for relevant keywords.

 

Conclusion

Digital ads can be a fantastic way to drive high-quality traffic to your website, but if you want to convert that traffic into leads, effective landing pages are non-negotiable. Best of all, landing pages can help to drive organic traffic to your website in addition to an increase in the conversion rate of your advertising campaigns.

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Account A2770
Screenshots taken on 2/3/22

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.