Marketers should ensure that the content of the landing page is relevant to the ad copy.
This piece recommends marketers should include videos on their landing pages. It can drive conversions as people prefer watching videos over reading text. Marketers can also include relevant and authentic customer testimonials on the landing page.
Website designers can use the headline to highlight how readers can benefit from their offerings. Brand sites should also include multiple strong CTAs on their landing pages to give readers several opportunities to learn more or act.
The author suggests that brands should utilise bullet points, subheads and short paragraphs to make landing page content understandable and easily navigable. Marketers can also include keywords in their landing page URLs to help readers understand its context.
[5 minute read]