Pay-per-click (PPC) programs are a great example of how landing pages can make or break a campaign. You could spend hours picking the perfect keywords and crafting the exact message in your ad copy, but none of that will matter if you send users to a landing page where their next steps aren’t made clear. Every click should have the potential to turn into a lead. No pressure, right?
But you’re in luck—Lead generation is a key component of the real estate programs we run here at 90octane, so when it comes to optimizing landing pages for conversion, we can help.
Here are our four tips for creating landing pages that convert:
Include Concise Content
The most important element of a conversion-friendly landing page is for the content to be both clear and concise. Visitors should be able to easily digest the information and understand what to do with it. In fact, according to a report from Unbounce, real estate landing pages written with 6th-grade-level language converted at nearly double the rate of those written at the university level. The same report showed that landing pages with 750 words or more earned 33% lower conversion rates than those with 500 words. Bottom line—keep the page short, sweet and to the point, addressing the need or question that attracted the user to the page.
Create a Clear Call-to-Action
Landing pages should not only give users the exact information they’re searching for; they should also provide a clear action for them to take. Don’t make users work to understand your intent—it should be immediately obvious what you’re asking them to do and also what they are going to get out of it. Remember, no one is going to provide their personal contact information if it’s not clear what they’ll be receiving in return. Always include a call-to-action (CTA) that is clear and forthcoming.
Be Mindful of Quality Score & CPC
Google’s Quality Score is a metric designed to measure the relevance of your ads in relation to their landing pages. Ads and landing pages with higher Quality Scores will earn higher click-through rates (CTRs) and lower cost-per-click (CPC). So, while it’s difficult to overstate the importance of having relevant content on your landing pages, in PPC, it directly impacts how much you’ll pay. Real estate CPC tends to be more expensive than other industries, and low quality scores can drive the costs higher still. Landing page developers should work with search specialists to gather insights about the most important keywords to include on each page, helping to maintain a healthy Quality Score and keep CPC to a minimum.
Choose Your Form Fields Wisely
The information you ask for will directly impact the volume and quality of the leads you generate. Including more required fields will increase the quality of your leads, but will also reduce the number of form submissions. Challenge yourself to keep the forms as short as you can while still gathering all of the specific information you will need to follow up with the prospect properly.
Some of these tips are specifically influential for PPC, but keeping conversions top-of-mind will positively impact all digital lead generation tactics. Questions about how to boost conversions for your real estate landing pages? Reach out to us.
You could spend hours picking the perfect keywords and crafting the exact message in your ad copy, but none of that will matter if you send users to a landing page where their next steps aren’t made clear.
About the Author
Jessica is a data-driven digital marketer who enjoys bringing clients measurable results. She works on cross-channel strategy, specializing in PPC and SEO programs across a variety of industries.