New to PPC Landing Page Not Converting

9 years ago

The landing page is OK for a rough draft... here are some pointers:

1) Do you only want Email Submit leads, not phone calls? From my experience, especially with local services, people prefer to call more than submit an email form.

2) The great wall of text on the right side...
- Make use of bullet points and number lists (keep it to 3 bullets, 3 number per list)

-The Headings are not clear: The 2nd paragraph describes WHY and the BENEFITS of getting new insulation or insulation service, yet has a title of "Insulation:"

-The Heading of the 1st paragraph is what is called "Friction Reducer", quick claim or badge which conveys trust. Good to use, but I wouldn't say as a title for the paragraph

- Add badges. BBB Badge, Whatever other badges you can for your business, the more official looking the better.

Thanks
1 reply

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johnu 9 years ago

Thanks a lot for your help. Making changes now!

Couple quick questions.

What is the great wall of text on the right side? My contact form or?

Heading on the first paragraph...so take out the low price guarantee as a heading and make it more like why choose us?

Is the phone number at the very top ok for the locals ready to call?

Thanks again for your help.
- Thanks
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AK86

9 years ago

Oops, I meant great wall of text on the left side.

Yeah, I would put the phone number very prominently in the top right corner of the page, with hours of availability & call to action.

Also, when redesigning the page, I would make it longer, stretching the text you have out over a longer page with bigger font, more highlights etc.

When it's made longer, I would repeat the phone number and call to action across the middle of the page.

Also, at bottom of the page, include a button with call to action text, which is linked to a page anchor URL thats at the top of the page.

Thanks

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johnu

9 years ago

Excellent. Thank you!

Thanks

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solarwarrior

9 years ago

Thanks
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AK86 9 years ago

good critique by solarwarrior.

I notice that this landing page is being created within your website using WordPress.
I know, even for myself and I'm decent with coding and design, it's difficult to get a landing page to look exactly how you want this way.

I would recommend, if these are just for receiving and converting paid traffic, to use Unbounce to create landing page. You can keep your PPC campaigns separate (using a different phone number for Unbounce pages and noindexing them) from your organic results.
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adsenze1234

Banned 9 years ago

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Binujha 9 years ago

It’s better to design a separate landing page rather than using one of your webpage. As AK86 said, add your contact number. It is essential for local business. You don’t want to give these much info on landing page. Just make it simple: specify your solution,highlight its uniqueness, add some testimonials, provide some deals.
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chrismcelroyseo

9 years ago

Okay a couple of rules I use myself when creating landing pages.

1. Keep things nice and even. AK86 mentioned the great wall of text. He's right. Consider just the fact that if they read it, your form isn't even visible anymore. So you took them away from that call to action.

2. If I don't watch the video at the bottom, there is no phone number, no form, nothing but links that go to other pages and of course I also still have the back button to leave altogether.

3. On Twitter we learn to make a point in 140 characters, surely you can shorten the text and still make your point.

4. AK86 also asked do you want them to fill out the form or call? One call to action for a landing page is usually best.

If you choose the phone number AND you still want to have a lot of text, then put it in more than once and make sure it's also at the bottom.

If you want to have both options or just the form, maybe have one that follows them down the page or put it in the sidebar AND at the bottom.

5. I would have led with the video. But the last frame is blank. It should end with the frame that has the contact info in it.

If the video was at the top along with the phone number and/or contact form, then the text below could be longer as long as you add the calls-to-action throughout as I wrote above.

You should never be able to scroll anywhere on a page where there is no call-to-action. You never know when they'll stop reading. No CTA = Back Button.

6. Some kind of image might be nice as well.

Also, if you search for TimeTrade in Google, there is a free trial for a program where people can "Request a Callback" and schedule it with you or the salespeople. It ties in to Google calendar. You block out the times you "don't" want to get calls and mark those slots "no calls" then edit the event to show you as "busy". Then they can choose callback times from those you left available.

Example; Disclaimer; This is a link to my own blog; But if you look at the right sidebar at the top, you'll see what the request a callback looks like.

Thanks

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johnu

9 years ago

Ok, sounds like my strategy to link to a page on my website may not be the best. The wall of text was just to help seo. I do have the phone number on the left side at the top, but I see the point the main call to action is fill out the form and everything is gone after scrolling down. This is not helpful when people are looking and want immediate answers. Thanks for your help, appreciate the support.

Thanks
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solarwarrior

9 years ago

Originally Posted by johnu

Ok, sounds like my strategy to link to a page on my website may not be the best. The wall of text was just to help seo. I do have the phone number on the left side at the top, but I see the point the main call to action is fill out the form and everything is gone after scrolling down. This is not helpful when people are looking and want immediate answers. Thanks for your help, appreciate the support.

That's the problem.

Do you even need SEO when you are doing PPC?

You don't even know what you want.

Find out what you want and go for it.

Thanks

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AK86

9 years ago

Originally Posted by johnu

Ok, sounds like my strategy to link to a page on my website may not be the best. The wall of text was just to help seo. I do have the phone number on the left side at the top, but I see the point the main call to action is fill out the form and everything is gone after scrolling down. This is not helpful when people are looking and want immediate answers. Thanks for your help, appreciate the support.

Yes, this is another reason why keeping your PPC (Any Paid Traffic) separate from your organic website is a good idea.

1) The content on your organic site is different then paid site. Organic site you want to, as said, provide lots of information for high quality content. Whereas with PPC, you are paying them to come to a specific page from a specific search, so you really don't need as much.

2) Organic website has multiple navigations. This is not good for PPC, as others have mentioned, since it gives users the ability to leave the page which you want to convert and go off wandering around your site, getting lose, losing interest, and ultimately not converting.

3) One person mentioned it is ideal to have one call to action. For certain situations I definitely agree, but with local services I tend to offer 2 calls to action: One for call now, one for scheduling.

One of my latest clients is in the HVAC & Plumbing industry, and clicks range from $50-150 each. My landing pages, after a couple revisions are converting at 40-50%.

If you would like to see a screenshot of the landing page to get a better idea of what to aim for, send me a message and I'll help you out.

Thanks

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johnu

9 years ago

Thanks again everyone for helping me get on track. Great info!

Thanks

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Carl Hardy

9 years ago

thanks bro great info thanks for sharing this, good ones,,

Thanks

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tom804

9 years ago

Was reading through and wanted to know if someone could review my lander.

Thanks

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xxanthony

9 years ago

Nice piece of advice. Thanks

Thanks

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J50

9 years ago

Hi John, have you seen any improvements in conversions?

Thanks

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christina21maria

9 years ago

I think it is also important to point out that sometimes things will get worse before they get better when implementing a broad landing page roll-out. Forego knee jerk reactions and stay the course. By continually testing and refining you eventually will find your sweet-spot.