People look at me like I’m crazy when I tell them I usually don’t send ad clicks to the company website homepage.
“Why?” they ask. “I spent thousands of dollars to have this website built. Why would you not send ad click visitors to my website?”
Because visiting a website is like visiting Walmart. You walk into Walmart to buy dish soap. Just dish soap. But on your way to the household cleaning isle, think about how many other items you pass? How many times you get distracted and stop to look at some other item? Or consider the amount of time it takes to even find the dish soap if you’re visiting a Walmart you’ve never been to?
When we create internet ads, we always have a clear Call to Action which tells our site visitor what they are suppose to do. That CTA (Call To Action) will be very specific. Let’s say we have a static image ad on Facebook with a CTA, “Watch our VIP Home Tour Video to see the Inside of This Home.”
Now, if someone clicks my ad what do they expect? They expect the ad link to take them to a web page where they can watch a video, right?
If I drop that visitor off at the doorstep of my website homepage, will they watch my video?
It depends. Where is the video? Is it on my homepage at the very top of the website? Is the video directly in front of me as soon as I land on the website? Or is it on a different page hidden under a tab called “Available Homes”? Does the visitor have to go searching for the video? Does the home page of the website even look like the ad they clicked on? Is there a different CTA on the home page?
Do you see what’s happening here? A website is a great place for all your information, products and services. But if you have a clear objective and CTA on your internet ad, then a website home page is nothing but a huge confusing distraction that people will not spend time digging through to find what they were promised in the ad.
Statistics show that 80% of the people who land on your home page never even scroll past the page fold (this is the area on the web page that is below the section your computer screen cuts off).
So what do you do? You create a “Landing Page.” We call these Landing Pages, because… this is the web page your ad click visitor “lands” on.
If you have your VIP Home Tour Video on the “Available Homes” page, then your ad should reflect the same design and similarities of that page so visitors realize they landed at the right place. The video should be right above the page fold so the visitor immediately finds what they are looking for. And then a follow up CTA should be connected with it, such as “Click Here to Find Your Dream Home.”
We always analyze a company’s website. If we feel the website page is not set up for CTA’s, then we create a custom landing page to reflect the ad.
Here’s a great example of a static ad image on the left. When you click on this ad it takes you to this landing page: The Preserve at Lake Upchurch VIP Tour.
This landing page is a great example because it reflects the internet ad with the same pictures and similar wording, and there’s only one clear CTA, “Find My New Home in The Preserve.” This ad’s objective is to create leads for our real estate agent. There’s no other tabs or offers to distract the visitor. They are presented with one objective which generates leads for our agent.
Yes, there are exceptions to what I have written. Our work is always custom and a case by case basis. I admit I do have ads that will take you to the home page of a website, but that’s because I developed the website so I know how to create my home page for ad conversions. Plus, my strategy for one company may be completely different from another company’s strategy. Each strategy is custom to that company.
The point is, you never want to just spend money on ads and automatically decide to dump someone off at the front door step of your website so they can figure out what to do next. Always consider your goal and always consider your CTA. Is your CTA clear on the website page you are sending your ad click visitors to? If not, then you need to consider a new landing page.
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