You may already be running PPC (pay-per-click) ads with Google Ads for your window business, but if you aren’t using optimized landing pages in conjunction with PPC, then you may be losing leads who land on your homepage and don’t know where to go from there. Read on to learn about the key elements of a highly converting landing page and how to optimize landing pages on your website.
What is a Landing Page?
Users searching on Google for windows or window installation will come upon your PPC ad (depending on the relevant search terms they type). Those who click the PPC ad will be redirected to your website. Rather than redirecting those users to your homepage, redirect them to a landing page.
A landing page is specifically designed to entice users to convert or to accomplish a goal. For example, you may be trying to grow your email list, generate leads, or schedule consultations with homeowners shopping for windows.
You need a landing page, because If these users were to land directly on your homepage, rather than on an optimized landing page, then they may get lost amongst all of the features and links on your homepage. Rather than letting them fall through the rabbit hole, use a landing page to increase conversions and make the most out of your PPC budget.
Key Elements of a Highly Converting Landing Page
Publishing a landing page to use in conjunction with your PPC ads is the first step to increasing conversions. The next step is to optimize that landing page with the right key elements.
Key elements of a highly converting landing page include:
1. One clear goal
What is the goal you are trying to accomplish with your landing page? Do you want users to download a brochure featuring the windows you carry? Do you want them to enter their contact information for your email list? Are you trying to direct them to a specific product page and sell more windows?
Whatever your goal is, have one goal in mind for each landing page. That goal will drive everything about the page, including design, copy, images, call-to-action, etc.
2. Call-to-action button
A CTA (call-to-action) is the most important element on a landing page. The CTA button signals to users where to go to complete the goal or to convert. Make sure the button stands out on the page design and is easy to find; place the button above the fold, so users will see it without having to scroll down the page.
Examples of CTA buttons for a window business’ landing page may look like:
- “Download a Window Brochure”
- “Schedule a consultation with a window professional”
- “Request a replacement window quote”
- “Get our free ebook”
- “Design your view”
- “Learn more about window options”
3. Hero image
The hero image is the feature photo on a website page. Choosing the right hero image for a landing page can make all the difference between a highly converting landing page and a landing page that doesn’t perform. Conduct A/B testing to figure out which hero image will best engage website visitors. Some landing pages use videos to drive engagement on the page.
Like with other web pages, you’ll need a headline at the top of a landing page to indicate to the reader what the landing page is about and to grab readers’ attention.
On a landing page, less is more when it comes to text. You want your landing page to guide users towards the end goal. If there’s too much text or too many elements crowding the page, then it’s less likely for users to convert. Keep your copy short and use bullet points to keep it brief. Use concise copy to describe the benefits for following the call-to-action, like filling out your lead generation form or calling your team.
6. Lead generation form
Depending on your goal, not every landing page will include a lead generation form. But when you need to collect information, be sure to make the lead generation form easy to find and above the fold. Keep the fields to a minimum, so that users are more likely to finish filling it out. Having autofill available will also boost conversions.
7. Social proof
Incorporating social proof and trust symbols into your landing page (below the hero image and the CTA button or below the fold) can be an effective way to convince users that you run a reputable window business and that you provide excellent customer service.
Social proof is online word-of-mouth from other customers, like social media posts, customer testimonials case studies, etc. Users are much more likely to work with companies with good feedback on online reviews and on social media.
Additional Landing Page Characteristics
In addition to key elements, there are some more characteristics of a landing page to keep in mind. Loading time is a crucial characteristic for the success of your landing page. IF the page takes too much time to load, then users will most likely click away, and you’ll lose conversions. With that in mind, make sure that the images on your landing page are not too large, because they could slow down the loading time.
Secondly, many users are shopping and researching windows on their mobile devices. Landing pages need to be optimized for mobile. The best practice is to design a mobile version of each landing page that is simpler, loads faster, and contains fewer elements.
Lastly, the messaging on your landing page has to match the messaging in your PPC ad, otherwise users will find the landing page confusing and unhelpful. For example, if the relevant keyword a user typed into Google was replacement home windows, and your PPC ad is titled replacement home windows, then being redirected to an irrelevant landing page about how to incorporate bay or bow windows into your home design will not be relevant or engaging for the user.
Develop a Landing Page that Works for Your Window Business
Remember to keep your landing pages simple and to continue A/B testing elements and tracking which landing pages are converting and which aren’t. Find the best combination of elements that work best for you. Continue tweaking your landing pages until you find out how to fit together the key elements of a highly converting landing page for your window business.