Previously on the blog, we showed you where to send your paid ad traffic. We explained why it’s best to direct your ad visitors to a custom landing page — not your home page. Custom landing pages are non-negotiable parts of a successful marketing funnel.
Here’s a view of what your funnel looks like when you don’t have custom landing pages versus when you do:
As you can see, a successful custom landing page streamlines the sales process and prompts a visitor to take action faster. But how do you go about creating those landing pages? What makes them successful?
Landing page creation is just one of the services we offer our clients. Here’s how we do it.
Why Create a Separate Landing Page?
A landing page condenses all the information visitors want to know and puts it in one place. It shouldn’t have many exits, meaning it should urge visitors to stay on that page and read everything you have to say.
Your website is full of useful information, spread across many pages and tabs. However, when faced with a wall of text, a visitor sometimes feels overwhelmed and “bounces” instead of taking the time to find the information they need.
Instead of allowing that to happen, our marketing specialists create a welcoming and concise landing page for families to look through. We conglomerate all the information families need — based on the ad they clicked that directed them to your site — on one page. This way, bounce rates decrease and inquiries increase.
Limiting exit paths helps decrease bounce rates, too. Ideally, the only exits visitors see should be the “back” and “close” buttons, though links to other pages on your website are sometimes okay. Essentially, though, the only way forward should be to take action: to fill out your lead form or contact you directly.
Information Duplication
Perhaps you’re thinking, “I have all that information on my website already. What’s the point of writing it out again? Won’t that confuse families?”
Your landing page isn’t meant to be an accessible part of your website. It’s exclusively for visitors who land on your website by clicking on a paid ad. Aside from clicking that first ad, it requires no new navigation from the visitor.
Most families have a list of questions they want to ask when they reach your website. Let’s say they want to enroll in a preschool that also offers summer camp. If the ad they clicked advertises your preschool, your landing page will display everything about that program, including whether you offer summer camp. With all your preschool-related info in one place, visitors won’t have to dig through other pages to learn more.
A fleshed-out website is necessary to rank in search engines and to explain the intricate details of your business. However, ad shoppers are window shoppers. They may even look at several different childcare centers at once.
Avoid making your visitors forget why they clicked on your ad in the first place. If your home page is too complicated or busy, they end up distracted. The goal is to inform and motivate, not overwhelm.
Landing Page Length and Complexity
Specialized landing pages can grow long. You want to put all the information your customers need on one page, after all. To combat that issue, use a table of contents, drop-down menus, or accordion tabs to help families navigate the information.
A standard website design is ideal for people who want general information organized by pages and sections. However, it’s not always ideal for someone who wants a fast answer to one or more questions.
Think of your website as a book. Everything your visitor wants is there, but they may have to dig to find precisely what they’re looking for. A landing page is more like a page in an encyclopedia — something your visitor navigates quickly and with instant gratification.
When people click an ad, they want to find the answer they’re looking for right away. Speed is everything!
What Goes on a Landing Page?
The information that lives on your landing page depends on the ad your visitor followed to arrive there. We can create multiple landing pages to cater to different ad campaigns.
For example, if your visitor clicks on an ad about your childcare center, the landing page will include the programs you offer, your curriculum, and the age groups you accept. It should also display your address, hours of operation, and phone number. We like to highlight those at the top of the page.
Your landing page should also have a short lead form families can fill out with their information. This allows them to contact you or begin the registration process from that same page. Couple that with a very clear call to action urging them to fill it out or reach you another way.
We like to list some granular details families are often concerned about, too. You can include your safety protocols, special nutrition information, and detailed requirements for enrollment. Should families vaccinate their children before enrollment? Do you have cameras on the premises? Parents will want answers to these questions before they schedule a tour.
Also, use this landing page to emphasize what sets your facility apart from your competitors. Name your differentiators in a skimmable bulleted list. A list keeps the page brief and to the point without sacrificing critical information.
The Bottom Line
Landing pages demonstrate that you value families’ time. All these extra pages may seem like a lot, but remember, a landing page isn’t your entire website condensed down to a few hundred words. It just answers a finite set of questions.
Speed is the name of the game. If someone takes the time to click your ad, it means they’re interested in your services, and that leaves you with an opportunity. Your landing page should give them everything they need to know to move forward with your services before they decide to call your competitor.
If you’d like help creating landing pages for your digital ad campaigns, give us a call. We’re here to answer your questions and set you on the path to success!
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