Advertising Agency Milwaukee (414) 375-4765

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Advertising Agency Milwaukee
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Landing Pages
Search engine marketing should incorporate both optimization-related results (free listings) and sponsored listings (pay-per-click advertising). Although more LASIK website marketers prefer 1st-page listings in the organic or natural listings, paid sponsor listings, which can become expensive, still offer a good ROI if done strategically. One element to increase your PPC ROI is to develop effective Landing Pages.
Expensive Paid Listings Demand ROI
Since you are paying for every visitor who clicks on your paid sponsor listing, the important point is this: PPC programs have to more than pay for themselves in order for your website to remain a viable marketing effort. To accomplish that, you need a well-planned, engaging landing page or pages. Otherwise, visitors, which you paid for, have to do work to find relevant information and won't hang around long enough to find or read your relevant pages.  Thus, you have little chance they will contact you.
The Purpose of Landing Pages
Unlike sending visitors only to the home page of your website, sending potential patients to a landing page gets them to a target destination, without requiring them to make additional clicks. You will lose visitors with every click you require them to make.  The key is to determine your most desired action (MDA) and design everything, including your headlines, graphics / images, text and layout to drive visitors to complete your MDA.
Ideally, keep each landing page limited to one MDA, since each landing page has a specific purpose. Extraneous information, overwhelming number of links/options, time consuming videos and an unclear calls-to-action are distractions. Having affiliate links, text links and unnecessary animations are other distractions that keep your visitor from taking your MDA.
Landing Page Design Principles1.
Your headline should accomplish the following objectives:  - Make your visitor realize they have reached the right page;  - Clearly state the most desired action and purpose of the landing page;  - Engage your visitor and encourage them to continue.2 .Your headlines should grab readers and it should appear "above the fold" or at the top of your landing page. It’s the most visible, and thus, the most valuable area on your website.3. Write your content using short chucks of text and single sentences. Try to surround it with negative space (white). Visitors generally start by scanning a page, rather than jumping right into reading large paragraphs and pages.4. And because readers initially scan instead of intently read website text, utilize a lot of headers, sub-headings and bullet-point lists.5. The lead sentence of each chunk of text should give the critical information you want to get across, if you want to engage visitors and get them to read deeper.6. Promote an unambiguous call to action - Schedule your consultation, email a request for a telephone consultation. Leave no doubt what action is expected of the visitor. Calls to action can appear throughout the landing page text and a call to action should be the last thing visitors read.7. Choose a type font that is easy on the eyes and very readable. Avoid script-style fonts and fonts with lots of curly-Qs that diminish the readability of your content.


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