For many small businesses, creating a great ad is a huge task on its own. But one very important element in promoting a business online is to ensure that you are using an effective landing page, where visitors are directed to after seeing your ad. Too often, the landing page is an afterthought, or it's completely overlooked, with many ads sending visitors to the business's main web page, which includes little or no direction about how they should proceed.So let's take a look at how to effectively create an ad and landing page combination network successfully together.Rule number one: Make sure there is congruency between your ad and your landing page. If your ad is presenting a specific offer, your landing page must also include reference to that offer in as overt and obvious a way as possible. Nothing will damage your conversion rates more then sending somebody from an ad to a webpage that doesn't make it clear what they are supposed to do next.If you are advertising ski equipment, but your landing page is about all sorts of recreational supplies, you're making it harder for your prospect to buy something from you. Don't make this mistake. If you've gone to the trouble of advertising, be sure to send your prospects to a page on your site that will make them feel like they arrived in the right place.Rule number two: Remember that it's just as easy for somebody to leave your pages as it was for them to arrive there. Therefore, you want to make sure to provide some sort of incentive for them to stick around and spend enough time on your website so you have the ability to educate them and provide them with the value that they're looking for.
Many businesses use their websites as a virtual brochure, but don't make it interactive. Unless your's is an e-commerce site, where visitors arrive already looking to purchase a specific product before they even arrived, you are better off finding a way to make sure that this first visit isn't their last visit. A great way to do this is to incentivize them to sign up for an email list, register for a webinar, or enter their email address to download an instructional PDF.Rule number three: A landing page has two responsibilities: 1) to continue the presentation of the offer the visitor saw in the ad, and 2) to capture the lead's contact information so you can continue the "conversation" with them further. Don't miss out on your opportunity to start the relationship off right by inviting them to "lean more" from you by providing their contact information.Landing pages don't need to be fancy, they just need to be relevant to what the visitor was looking for in the first place. In fact, the simpler, the better... with fewer options for the visitor to get distracted an miss out on doing what you want them to do next.If you'd like to see some examples of both good and bad landing pages, be sure to check out my free report on some of the common mistakes that local businesses should avoid in their advertising. You can get access to it at http://baeronmarketing.com/7mistakes. Remember, no matter how good your ad or call-to-action is, all will go to waste unless you have a strong landing page that is interactive and easy to use for those who have come to the page.
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