What is a landing page?
A landing page is a web page that serves as a visitor’s first point of entry to an organisation’s website. It is created for marketing & advertising purposes, helping 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.
Best practices for hotels to optimise landing pages
There is no denying that online channels have become important for hotels to generate revenue and hence hotels need to leverage this opportunity. Getting the landing page in order can help hotels engage with leads, drive more conversions and improve ROI of ad campaigns. An optimised landing page makes a huge difference in having a successful campaign and ultimately, profitable direct bookings.
Landing pages that include the below-mentioned best practices provide the most value to visitors.
1. Ensure similar content in landing page and ad copy
A landing page can also be considered a follow-up to the promises in your ad copy. For instance, if your ad copy talks about a 25% discount, your landing page should also showcase the same figure. When the ad copy and the landing page copy are different, guests are more 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), which your guests clicked on to reach your landing page.
- Optimise Google Ads!
- Use bullet points for your copy.
2. Display call–to-action (CTA) elements prominently
CTA is one of the most important parts of a landing page. These elements, most often, feature as buttons and hyperlinked text. For instance, websites use ‘Free Consultation’, ‘Try it for Free’, ‘Sign Up Now’, ‘Read More’ as CTAs, both in the form of 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 common areas where you can add CTAs include below the header text or after a paragraph of persuasive content.
- Use directional cues (like arrows) or design cues (like font, colour, picture, etc) to guide visitors to your CTA.
- You can also minimise user navigation by adding forms to the landing page. This will also help in collecting leads & drive more conversions.
3. Optimise your landing page for mobile phones as well
When ensuring the design for the web page, marketers and designers often forget about the mobile site. According to research, 90% of the globe’s internet population has used mobile to browse the internet. Therefore, optimising the landing page and website for smartphones should be among the top priorities.
4. Showcase social proof
Social proofs such as badges, testimonials and likes are important to drive conversions. These symbols signify credibility, popularity, recognition and strengthen the confidence in your brand. More social proof equals more conversions.
The Simplotel advantage
Simplotel has a seamless content management system (CMS) that helps create beautiful landing pages for your marketing campaigns, with zero technical help. The pages are fully customizable and you can play around with images, infographics, data and anything else required to bolster your ad campaign. Let us help you create landing pages that gather leads and not dust! (Learn more about designing the optimal lead generation form for hotels.)