John Waghorn

How Can Content Improve Your PPC Landing Pages?

13th Nov 2014 Content Marketing Blog, SEO Blog 5 minutes to read

PPC imageIf your business wants to generate more leads and conversions, PPC landing pages can really help to achieve this goal and maximise your online campaigns.

In most cases, if you’re already using this form of marketing, but struggling to see a return on investment, it’s often the landing pages themselves that cause issues, as opposed to your PPC account.

This is where content comes into the equation. With consumers clicking through to your landing pages, you need to make sure each of them is strong enough to actually encourage prospects to convert.

So, take a look at our checklist and top tips on how you can use content to improve your pages and boost conversions.

Clear And Targeted Copy

First of all, you need to make sure that the copy is clear and relevant to your target audience. The words you use can be extremely influential in convincing prospects to convert during the buying cycle.

Computer keyboardAs the American author, Napoleon Hill said: “Think twice before you speak, because your words and influence will plant the seed of either success or failure in the mind of another.”

The same thought process can be translated to the written text you use on your landing pages too.

Does the copy you currently use give the prospect the exact information they need? Put yourself in their shoes and think about what they would expect to see when they view the information for the first time.

Just as the AdWords guidelines state, you need to produce useful, relevant, unique, and trustworthy copy; so first and foremost, make sure you are achieving this.

Use Your Strongest USPs

Ask yourself what makes your business stand out from the competition? If it’s specific to the actual products or services that you’re offering, then your company’s USPs should be reflected in the content.

For example, if you were selling tailored suits, you could mention that they are built to last, and include some of the best reviews you’ve received in the past from high-profile media publications.

By including unique selling points, as opposed to merely detailing what you are offering, you will encourage prospects to convert on your pages as opposed to your competitors.

Check to see if your businesses USPs are included in all of your pages and if they’re not, make small refinements before monitoring the uptake.

Effective Calls-to-Action

Without featuring large and direct calls-to-action, your pages are pretty much redundant.

In the shopping process, once people have landed on your pages, you need to entice them to move onto the next phase of the buying cycle.

How do you go about doing this? Inspire ACTION!

Your calls-to-action will depend on two elements; firstly the product or service you are promoting, and secondly the request or action you want your audience to carry out.

CTA buttons are ideal for this, and some examples include:

CTA buttons

All of your pages should feature a call-to-action button, so go back through and check that this is the case.

Remember to make the CTA big enough too, and think about placement – above the fold is a much stronger position than making users scroll down the page first.

Content Structure

Not only is it important to think about the actual content that you use, it’s equally as relevant to consider structure and layout.

Hand Drawing Content Flow ChartYou don’t want to bombard users with too much information in one go, so use a clear title and subheadings throughout the copy. This will make the text easier to digest and ensure the correct message is delivered.

Each page should also include a form or sign-up option to collect details, such as email addresses, phone numbers and any additional information relating to the request. This form should be displayed prominently on the page, with clear fields for the prospect to enter their details.

You may also wish to include your company phone number and address, depending on whether it’s applicable to the content.

Incorporate Videos

According to Unbounce, videos can help to improve your conversion rate by up to 80%.

With this in mind, can you use existing video content from your site on your landing pages? Alternatively, why don’t you create a series of new targeted videos to feature on your pages?

These videos can be used on other channels too, such as a branded YouTube account, so you won’t just be making them with the intention of improving PPC results.

In some cases, video isn’t a viable option, but if you’re able to showcase products or the values and USPs of your business, then it’s a justifiable inclusion.

If you do go for this approach, make sure your videos are above the fold of the page and that they work properly before they’re set live. The last thing you want to do is take up valuable space with content that doesn’t load when prospects hit play.

Avoid Duplication Issues

Ideally, the content that you produce should be fresh and unique. However, if you have to use specific phrases or sections of copy from your website, you’ll need to exclude the PPC landing page in your robots.txt file using a no-index tag. For more information on how to do this, please click here.

Copy paste keyboardA service like Copyscape can also be used to check that your landing page content isn’t duplicated anywhere else on the web.

These minor checks can save you time in the long run if your site is ever punished for duplicated content at a later date.

Use Content To Your Advantage

Don’t forget that the content you use really can influence and inspire new and repeat prospects to convert on your PPC landing pages.

As this has a direct impact on the amount of revenue your business generates, it’s an area that shouldn’t be neglected if your campaigns are suffering.

If you would like to find out more about the Pay Per Click Management and Content Marketing services offered by Koozai, please contact us today.


Image Credits by BigStock Images.

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