A high-converting landing page combines a clear headline, cohesive branding, a single focused CTA, social proof, fast load speed, and mobile optimization. Most landing pages convert between 2–5%, but optimized pages can reach 10%+ with the right strategy.
You’ve got all the elements in place: a strong product, a great team, a company website, and a solid marketing strategy. Maybe your paid advertisements are even translating to more views on your webpage. But despite the increase in page views, your efforts still fail to convert into actual sales.
Sound familiar?
Don’t worry, you’re not alone. On average, 48% of website visitors exit the landing page without further interaction. In other words, there is only a 50/50 chance that a potential customer will continue exploring your website after the initial impression, let alone convert.
Do you want to improve your odds? Let’s B Media breaks down the dos and don’ts of website landing pages and how to boost conversions from paid advertisements in 10 simple steps.
Step 1: Control Who Sees Your Paid Advertisements
Most company owners want to hit the ground running with paid advertising, but without the right strategy, this could do more harm than good. While it may seem like a great idea to send as many people to your website as possible, this often results in high bounce rates that negatively impact your search engine results ranking. Instead, understand the true value of advertisements and take control over who sees them.
Today, most paid ads are targeted, meaning they are shown to a certain demographic, based on their search behavior and interests. This is why it is vital to understand your unique target audience before investing in paid advertisements. Remember, the goal is to enhance brand visibility for those already in the market for a product or service like yours.
DO:
- Determine Target Audience
- Research Audience Trends
- Market Where Your Audience Is
DON’T:
- Market Blindly
- Neglect Target Audience
- Rely Solely on Paid Advertisements
Step 2: Ensure Cohesive Branding
One of the top reasons customers don’t convert after landing on your website from a paid advertisement is inconsistent branding. Many company owners incorrectly assume that getting customers to your page is enough. However, a lack of brand cohesion from advertisement to landing page destroys brand trust, and with new products and services entering the market daily, you cannot risk ruining a first impression.
DO:
- Match Tone & Voice from Advertisement to Landing Page
- Ensure Cohesive Brand Color Scheme
- Reflect Company Mission
DON’T:
- Falsely Represent Product/Service
- Change Theme of Ad to Match Trends
- Copy Strategies of Similar Companies
Step 3: Evaluate Your Landing Page Design
A paid advertisement will bring new viewers to your page, but your website’s landing page is what keeps them there and ultimately converts viewers into buyers. If your website doesn’t accurately display your brand, it’s time to revamp your landing page. Landing pages should not only grab the viewer’s attention but also provide a solution to a problem.
For instance, let’s say your company sells yoga mats. It is significantly more effective to connect with your target audience to understand their current pain points rather than aimlessly market that you sell yoga mats. Instead, ask yourself what makes your brand stand out? Are your mats locally sourced, backed by a lifetime warranty, infused with essential oil…
By discovering what makes your product unique, you can redefine your brand in both your website and marketing efforts. Not sure what makes your product or service stand out? Connect with the Let’s B Media team for a complimentary company brand audit.
DO:
- Evaluate Your Landing Page Design
- Listen to Customer Feedback
- Highlight the USP (Unique Selling Proposition)
DON’T:
- Use Generic Content
- Ignore Discrepancies
- Underestimate the Value Behind Your Brand
Step 4: Fine-Tune Paid Advertisements
Once you thoroughly evaluate your landing page, it’s time to fine-tune your paid advertisements. Dial in the details and focus on designing paid advertisements that attract a very specific buyer. By getting into the mind of the customer, you can determine how to effectively market your brand, weaving in content from your landing page.
DO:
- Target a Specific Audience
- Highlight Solutions Through Your Product/Service
- Use Elements from Landing Page in Advertisements
DON’T:
- Aimlessly Advertise
- Run Non-Niche-Specific Ads
- Expect Overnight Results
Step 5: Improve Landing Page Conversion
By now, you’re likely starting to pick up the correlation between landing pages and advertisements. You’re not imagining it; Paid advertisements require high-converting landing pages in order to be successful. Landing page conversions rarely happen by chance, but rather through extensive research, experience, and minor modifications over time.
When you improve your landing page strategy, you’re improving visibility and audience reach. Whether you use social media platforms to market digitally or hand out traditional, tangible marketing materials around town, ensuring your brand reaches potential customers who would benefit from your product or service is key. Two of the most detrimental errors companies make in marketing are neglecting their niche audience and neglecting landing page optimization.
DO:
- Use Analytics to Track Page Views
- Update Outdated Information
- Monitor Links to Landing Page
DON’T:
- Change Strategies Too Soon
- Underestimate Landing Page Value
- Rely on Social Media Alone
Step 6: Monitor Conversion Rates & Make Adjustments
As mentioned in the previous step, switching strategies too soon is not recommended. In fact, it can take 1-3 months to track the effectiveness of a single marketing strategy. Switching strategies too soon can create brand inconsistencies and confusion, simultaneously destroying customer trust.
Landing page best practices always include allowing time for data to be collected and making minor adjustments as needed. Major strategy shifts, on average, have a negative impact on advertisement performance (unless undergoing a full rebrand).
DO:
- Record Advertisement Performance
- Track Conversions from Ad → Website → Sale
- Focus on Landing Page Design
DON’T:
- Change Strategies Too Frequently
- Create Brand Confusion
- Skip Landing Page Optimization
Step 7: Identify Trends
Identifying trends in customer behavior can set your company apart from the competition. Determining where your audience resides, which platforms they commonly come from, how long they spend on your website, and how many visits are made before a purchase provides invaluable insight into the customer journey.
By evaluating these trends, you can start to pinpoint the moment a customer believes in the company enough to commit to purchasing a product or service. Once identified, you can use this information to enhance all other areas of your business.
DO:
- Give Marketing Strategies Time to Work
- Monitor the Customer Experience
- Read Reviews & Compare Trends
DON’T:
- Set-It-And-Forget-It
- Get Discouraged by Slow Progress
- Ignore Analytics
Step 8: Measure Return On Investment (ROI)
Let’s face it; even paid advertisements with the highest level of interaction can fail to convert—and it happens more than you’d think. Measuring your ROI or Return on Investment is a critical step in optimizing your marketing strategy. Already paying for paid advertisements? Request an ROI audit today.
Once you know the ROI of your paid advertisements, you can determine if this form of marketing is the most effective one for you and your business. In addition to paid advertisements, you can utilize email marketing, social media marketing, search engine marketing, and more. Oftentimes, a combination of multiple digital marketing tactics is the secret to success.
DO:
- Measure Return on Investment
- Track Ad Spend
- Consider Alternate Forms of Marketing
DON’T:
- Rely on One Form of Marketing
- Skip Budget Reviews
- Trust Interaction Alone
Step 9: Modify Strategy & Repeat Steps 1-9
If we could only share one marketing secret with all company owners, it would be this: Don’t fear change. Innovation and creativity go far in the world of digital marketing. Every day, there’s a new algorithm, a new tool, a new strategy…
Limiting your brand to only one form of marketing severely limits your ability to reach a wider audience. When social media platforms began to infiltrate the digital marketing world, many brands were hesitant to jump on board. Now, over 86% of professionals state that social media has significantly increased brand exposure. Company owners who were uncertain or even against joining social media platforms had to catch up once they realized it wasn’t going away anytime soon.
Working with a digital marketing agency that focuses on multi-platform marketing, brand consistency, advertisement effectiveness, and landing page optimization can change the outlook for your business. While it is possible to achieve these results on your own, marketing is a full-time job in itself. Most company owners who try to wear the numerous hats of marketing are unable to give their company, customers, or team the attention they deserve.
DO:
- Stay Open to Change
- Modify Strategies When Needed
- Consider Teaming Up with a Marketing Agency
DON’T:
- Take On More Roles Than You Can Fill
- Fear Marketing Shifts
- Postpone Asking for Help
Step 10: Select the Right Digital Marketing Agency
A digital marketing agency can make all the difference in your company’s success, but not all marketing agencies are created equally. Search for one that allows you to be as hands-on or hands-off as you’d like—you should always have a say in how your brand is marketed. Boutique marketing agencies offer unique niche services, such as landing page optimization, audience-specific advertising, and brand identity building.
No matter the avenue you choose, digital marketing agency or not, remember to always:
- Avoid Generic Content
- Address Your Target Audience
- Use Landing Page Best Practices
Ready to build a landing page that actually converts? Explore our web design and development services in NJ.
Not sure where to start? Contact the Let’s B Media team for a free landing page audit — we’ll tell you exactly what’s costing you conversions.
About Let’s B Media
Let’s B Media is a results-driven, boutique digital marketing agency focused on making a positive impact on growing brands. No matter the stage of business ownership you’re in, our experienced team of professionals will elevate your brand to its next chapter of success. At Let’s B Media, we don’t cut corners or have one person dabbling in multiple areas. Our team is made up of individual experts in website design, advertisement strategy, copywriting, website security, maintenance, and more. Explore our digital marketing work and client success stories.