You’ve created a landing page that’s optimised, and filled it with engaging content and solid bullets that compel the visitor to take action.
But an optimised landing page is not always enough to ensure the purchase. For your sales funnel to be efficient and effective, you’ve got to solidify the connection between your ad sources and your landing page. Google AdWords, Facebook ads, and email campaigns must work with the landing page, whether it’s a site or a stand-alone page.
How to connect your landing page to your ad?
It’s part of “message matching” — just as Hollywood links a movie billboard with a trailer. If the trailer shows a different storyline than the movie, you will be disappointed. That’s because the messaging and the image didn’t match.
To increase conversion from your landing page, you’ve got to pay attention to keywords. These keywords are specific terms that are relevant to your company’s sleep-focused business (“sleep apnea” or “obstructive sleep apnea” or “insomnia”).
These terms must connect well to the image in that ad. This connection helps the consumer identify the product or service in the ad, and connect it with the headline and messaging.
The ad’s structure is critical, as the first section “above the fold” (aka, the section before the first scroll on your browser) must contain similar keywords and relevant imagery. The first line of the landing page should contain an expansion of the ad copy — with a headline including that phrase and a few select keywords reflecting the ad’s content.
Connecting imagery and landing pages
The imagery must work well with the headline, to reflect a lifestyle image (person waking up feeling great) or a person using the product. The rest of the landing page should expand on the messaging and keywords in a specific strategy.
That’s the great aspect of using a landing page instead of a web page — you can create multiple landing pages with different headlines using different keywords that match your prospective patients. Each ad campaign can have a different message or image that allows you to test varying campaign formats.
Overwhelmed? Let us handle the details
Somnowell Marketing has a team in place to professionally create and execute your sleep industry marketing and patient communications campaigns. Landing pages, ads, emails, messaging, web content, blogs, social media — they can handle it all, taking the burden off your shoulders. The information is always from respected sources, and will dispel any misinformation. Your marketing, online content and social media posts are an investment in your practice’s reputation — and that’s undeniably priceless.
