7 Tips to Create a Solid SEM Landing Page

By Kimberly Honore in Media Strategy on February 1st, 2013

Building an optimized SEM landing page requires more than a great template. To ensure lander success, collaboration is key – be sure to keep these 7 tips in mind. 1. Collaborate with your Team It is important to have everyone (media, account service and creative) on the same page to help formulate better and wiser decisions when determining what to feature and test on the page initially. Keep the factors below in mind when you meet as a team for the first time:

■     Account Particulars

Account history, outcomes of past tests, previous offers and landers used

■     Objective

What are you trying to achieve? This may seem simple enough, but it doesn’t hurt to discuss! If one person thinks the objective is to generate newsletter sign-ups and another thinks it’s to acquire requests for information, the output could vary – meaning the team managing  SEM may want to promote Info Request in their ad copy, but then have a lander promotes Newsletter Signups

■     Competitive Landscape

Differentiate yourself from the pack and know what offers, features and benefits to focus on

■     Offers

You may have several to choose from, so decide which one(s) you want to use within the ad copy and on the lander; what is utilized may vary based on a campaign or ad group level

■     CTAs and Form Fields

Determine CTA as a team and ensure there is symmetry between the one used in the SEM ad copy, and the one featured on the lander

Number of fields on a form and placement on the page should be determined

■     SEO Needs

The SEO team can help sneak in more relevancy on the page via headline, meta and alt tags

■     Timeline

Ideally, you want your SEM team to be able to write ad copy after seeing the lander(s) so that the ad copy messaging is cohesive to the page it’s pointing to

2. Keep Consumer Necessities above the Fold Keep the important information above the fold. Get to the point quickly and make sure you catch the consumers’ attention as soon as they land on your page. 3. Make the Sales Process Known Make sure you call out and let the consumer know the process they are getting into. If it’s not clear, they could quickly get discouraged – then you’ve lost your lead. 4. Be Upfront with Associated Costs Include all associated costs on the lander for the consumer to understand. Being upfront in the beginning will assist in keeping the consumer funneling through the process. 5. Utilize CTA’s Call to action best practices are vital on landers. Make sure that your wording is right, the size and color blend well, and that you create urgency in your messaging. An optimized CTA on your lander can make or break you! 6. Only Include Necessary Form Fields Consumers have made their way to your lander because they are interested in what you have to offer, so don’t lose them by asking for too much information. Be sure to only request that they fill out necessary fields in the form (i.e. you don’t need the city and state if you are collecting their zip code) 7. Don’t Overwhelm Visitors with Information Don’t overwhelm your consumer with too much information; if you have a lot of copy to share with them, help them by organizing it with specific tabs, as seen below. Too much copy can overwhelm and send a consumer elsewhere. Anything else you’d add to this best practices list? Let us know in the comments section! Interested in speaking with our BKV experts? Contact us today!