When a visitor clicks on your advertisement and cannot immediately find what they’re looking for, you didn’t just lose the cost per click; you lost an opportunity for a potential new patient. Pay-per-click (PPC) campaigns are an extension of your landing page strategy, and the two need to work together – otherwise you’re throwing your money away. Even if the visitors weren’t interested in your procedures and services at the point of click, you can appeal to their needs and improve your chances. Landing page content is the key to user engagement, and should tie in to the natural user experience.
Approach to Landing Pages
If you don’t already have analytics installed on your site, get on it – analytics data will answer the who/what/when/where/why questions about visitors to a website and help create a robust, user-friendly on-page experience. If you are already working with analytics, then congratulations – you’re well on your way to determining landing page success.
Within your analytics, you’ve no doubt identified the keywords that generate visits to your website. Whether the keywords are paid or unpaid, they represent an insight into your visitors. Some keywords result in high interactivity, while others result in high bounce rates. Regardless of the outcome, keywords help you understand the user’s mindset. With some keen judgment you can optimize the pages visitors land on through PPC campaigns and increase your customer base.
What Makes a Good Landing Page?
A good landing page should satisfy the reason the searcher clicked on your ad and also direct them to the predetermined goal – booking an appointment. Here’s a short list of items to keep in mind when developing a landing page:
- Web surfers are page skimmers – make sure they get the desired information by using bulleted lists (like this one) and bold, emphasized text
- Use eye-catching imagery and appeal to their senses – emotional connections are powerful
- Direction – get the user to the goal and make sure the trail is well lit along the way
- Keep it simple, stupid – no one is going to read 2,000 words about sports medicine if they landed on your page searching for “sports helmets”
The Keyword Strategy
Separate your keywords into two groups: those with good interactivity and those with poor interactivity. Identify any trends within the two groups and try to understand what drives them.
Let’s say you run a website for your orthopedic practice, which focuses on sports medicine. Chances are the visitors with good interactivity are those that click on your ad when they search “sports medicine doctor”. The visitors with poor engagement are those that were searching “sports helmet”. Take these keywords and make them “negative keywords” – words that do not generate conversions and on the whole decrease the average time on site, pages per visit and other metrics. If you’re using Google AdWords you should find it fairly easy to insert negative keywords.
Landing Page Execution
To increase the engagement and conversion rates for visitors that search for “sports medicine” or “sports injury treatment,” generate some content that will satisfy their needs but also draw focus to your other services. From the analytics data you can tell what drives these searches. Write about how your practice treats sports injuries to draw the visitor’s attention to your services and help differentiate your practice from others in the area. Make sure to take into consideration the reasons people are visiting. Create compelling landing pages targeted to particular search users, and direct them to the right places.
More Landing Page Tips
- Don’t limit your campaign to just one landing page – create as many as you need to target different potential customer segments.
- Make sure the landing page matches the ad copy – give people exactly what they’re looking for.
- Use Google’s Content Experiments to test out different variations of your landing pages to see what works best.