PPC, or pay-per-click advertising, offers financial professionals a powerful and cost-effective way to attract traffic to their website. But attracting traffic is only the first step – to get the most out of PPC, you will need an optimized landing page. 

In this blog post, you will learn the best practices for designing an effective PPC landing page. We’ll cover the exact features your page needs to convert, alongside potential solutions to help simplify the process. Let’s jump in.

1. Setup Online Advertising 

You’ll need advertising before your PPC landing page can start generating traffic. Ads already set up? Great! Feel free to move onto step 2. 

Unsure where to start with ads? Our Guide to Online Advertising is the perfect place. You’ll learn to:

  • Establish KPIs.
  • Define your ideal audience.
  • Build and launch ads on Facebook, LinkedIn, and Google.
  • Measure and adjust your ads based on performance. 

Click here to download the ebook and learn more. 

2. Write Your Hero Text

Hero text is the large copy at the top of your landing page and is often the first thing new visitors will see.

For this reason, your hero text should relate to your original ad by bridging the gap between the two. Consider the language you use carefully and use it to establish expectations for the rest of your page. 

3. Page Design and Imagery

Your landing page’s design should motivate visitors to proceed to the next step – whether it’s scrolling down the page or completing a contact form. 

Page elements should provide additional context and attract readers to copy. While dynamic features and imagery should keep the reader engaged and scrolling.

4. Provide Effective Copy

Landing page copy should be short and direct. The goal is to provide enough information to communicate the benefits of your offer without creating unnecessary roadblocks. You can do this by:

  • Using bullet points when appropriate.
  • Making the text skimmable.
  • Highlighting benefits (using bold or italic text).
  • Pairing text with imagery for context.

Optimizing your copy in this fashion can help improve your landing page’s conversion rate. 

5. Appeal to Visitors with Multiple CTAs

A call to action, or CTA, motivates the reader to take a particular action. In the case of a landing page, we want readers to fill out a contact form. 

However, not every visitor will respond the same. Some visitors will be ready to fill out your form when they arrive on your landing page, while others will be more cautious. CTAs in multiple locations remove the roadblocks for these different visitors. Here are some key areas to provide CTAs:

  • Beneath your hero text.
  • At the bottom of your page.
  • Following major features.
  • On a scrolling page element.

These locations are examples of effective CTA locations – keep your overall page design in mind when including CTAs. 

6. Limit the Number of Fields in Forms

Your form is the finish line of your page. It’s where you’re driving all of your traffic, so you will want to make sure it doesn’t push them away. 

Only ask for the information that you need. Any additional fields will reduce the chances of a form fill. Consider your primary forms of communication when designing these fields. Name and email should be enough information. 

Want More from Your PPC Landing Pages?

FMG Suite’s Lead Generation Tools provide everything you need to run PPC campaigns, including:

Premade ads: Let us take care of the writing with premade ads for Google and Facebook to help you reach new leads.

Content: Leverage over a dozen ebooks and quizzes to attract visitors and drive form fills.

CRM Integration: Visitors that fill out a form automatically become contacts in your CRM.

Multi-platform: Launch campaigns on social media, search engines, and email to drive traffic to your newly created landing pages. 

Ready to learn more about FMG Suite’s solutions? Let’s chat. Click here to schedule a demo and discover how we can help your firm.