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Create a Landing Page for Ads

Landing Page

Digested from Yardi

A landing page is a stand-alone page that prospects land on after clicking your paid ad. But to get residents to act, you need to make it appealing.

If you are spending money on pay-per-click (PPC) campaign, you need a landing page to properly capture conversions, Erica Rascón writes for Yardi.

A landing page is a stand-alone page that prospects land on after clicking on your paid ad. The page exists to get prospects to act.

“The landing page should provide a quick summary of what you have to offer,” Rascón writes. “It should then direct the prospect on how to take advantage of the offer [the conversion].”

Without landing pages, companies see their conversion rate declines, according to Rascón. But just building a landing page is not enough.

“Your copy should resemble your ad so that prospects know they’re in the right place to receive your offer,” Rascón writes. “Keep copy short, skimmable, and focused on the benefits of your offer. You may consider bullet points or icons with short descriptions. Both present information in easy-to-consume nuggets.”

Appearance also matters. “Visually, there is a science to readability,” Rascón writes. “A line length of 50-75 characters has proven success. Line spacing between 120 percent and 140 percent of the type size is easy on readers’ eyes.”

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