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A good argument can be made that landing pages should not sell. “But,” you may be thinking, “I’m spending a lot of money on Google AdWords to drive traffic to this page to make sales.” We know, we know. But, hear us out on this point.

Are You Wasting Money by Using Your Landing Page to Sell?

While Google AdWords is an excellent way to make immediate sales, is it the sale today you want, or a long-term relationship with prospects that lead to ongoing sales?

As anyone with even basic marketing experience knows, loyal customers who stick with you over the long haul are much more profitable. Why? Because you don’t have to “sell” them over and over again. They already know and trust your product/service. Hence, they are a better return on your investment.

Too many businesses make the mistake of taking the short view. And this is especially true in online marketing. They drive traffic to a landing page and immediately ask for the sale. And, while this may be great in certain situations, eg, holiday PPC campaigns, it misses the mark a lot of the time.

Pay Per Click Marketing Tip: How to Better Use Your Landing Page

“So,” you may be wondering, “what exactly should I use my landing page for?” The answer is simple, to forge a long-lasting relationship that can be worth thousands of dollars in the future sales. You can do this by educating prospects about your product or service.

For example, by offering a free booklet or free seminar on your landing page, you “hook” them first. While this is a longer route to a sale, it engages the prospect on a different level than other marketers whose main goal is to get the prospect to “Buy Now!”

And this is the real way to get a better ROI on your Google AdWords campaigns (or any other form of marketing).

A landing page is as critical to your pay per click campaign as the ad that gets them to click through to it.

Following are two tips that will make it convert more prospects.

Simple Works Best: Clean, simple, straightforward landing pages convert best. Many pay per click marketers may think of these types of pages as boring. It’s understandable.

When you work with a product/service, you know it day in and day out. You long for a “fresh, new, exciting” way to convey the benefits of using it (your landing page does convey benefits, doesn’t it?). BUT, the visitors to your landing page are not thinking that way.

They may know a little or a lot about your product or service. They want a landing page that gives them the information they need to make a decision. This is usually dispensed in a straightforward manner.
So, don’t try to be cute, thoughtful or funny on your landing page. Be specific – in plain language — and it’ll convert better.

Instruct Your Visitors: What we mean by this is, tell them what you want them to do every step of the way. Many spend tons of money on their pay per click campaigns, but forget the simplest of instructions.
If you want visitors to your landing page to subscribe to a monthly newsletter, say so. IE, subscribe to our monthly newsletter here and get the free report, “Blah, Blah, Blah” in your inbox instantly).

Notice how this simple sentence does a few things:
(i) it lets them know the frequency of the newsletter; it lets them know that the info you’re going to give is free; and (iii) it tells them how they’ll receive the report.

These landing page tips are simple – and we meant them to be. Why? Because sometimes pay per click campaign managers get so hung up on the more intricate aspects of Pay Per Click marketing that they forget obvious, simple things like this.

Don’t! Good luck with your PPC marketing efforts.