What is a landing page?
A landing page is a web page and a visitor’s first page of entry to a company’s website. It is created for marketing & advertising purposes to help a business drive more conversions. Additionally, for a Google Ads campaign you may create a dedicated landing page or use one of your existing website pages.
How can hotels optimize landing pages?
There is no denying that the online channel has become important for hotels to generate revenue and hence hotels need to leverage opportunities here. Therefore, getting the landing page in order can help hotels to engage leads, drive more conversions and improve ROI of ad campaigns. An optimized landing page will make a huge difference in having a successful campaign and, ultimately, profitable direct bookings..
Landing pages should include the below best practices so that they provide the most value to the guest.
1. Ensure similar content in landing page and ad copy
A landing page is also considered as a follow-up to your promises in your ad copy. If your ad copy talks about a 25% discount to guests, your landing page should also showcase the same figure. When the ad copy and the landing page copy are different, the guest is most likely to get confused and abandon, thereby leading them to bounce off your website. This impacts your credibility as a business and also your conversions. Some additional points to remember are:
Write an enticing headline to capture attention.
Write a compelling copy.
Try matching your H1 heading on the landing page to the text displayed on search engine result pages (called a meta-title) that your guests clicked to reach your landing page. Learn more about how can you optimize Google Ads!
Use bullet points for your copy.
2. Display call–to-action (CTA) elements prominently
CTA elements are one of the most important parts of a landing page. These elements most often feature as buttons, hyperlinks and text. For instance, websites use Free Consultation, Try it for Free, Sign Up Now, Read More as both buttons and hyperlinks. They boost the probability of converting your website visitors into customers. Some additional points to remember are:
It is advisable to place your CTA above the fold. Some of the common areas where you can add your CTA’s include below the header text or after a paragraph of persuasive content.
Use directional (arrows) or other cues (font, colour, picture, etc) to guide visitors to your CTA.
You can also minimize user navigation by adding forms to the landing page. This would also help in collecting information & drive more conversions.
3. Optimise your landing page for mobile phones as well
When ensuring the desktop’s design, marketers and designers often forget the design for the mobile site. According to research online, 90% of the globe’s internet population had used mobile to browse the internet. This proves that optimising the landing page and website to look suitable for smartphones should be among the top priorities for both marketers and website designers.
4. Showcase social proof
Social proof such as badges, testimonials and likes is an important element that drives conversions. These symbols signify credibility, popularity, recognition and strengthen confidence in your visitors about your brand. More social proof equals more conversions.
The Simplotel Advantage:
Simplotel has a seamless content management system (CMS) to help you create beautiful landing pages, with zero technical help, for all your marketing campaigns. The pages are fully customizable and you can play around with images, infographics, data and anything else required to bolster your ad campaign. Let’s help you create landing pages that gather leads and not dust!