Planning Pod Blog

 

Fresh insights and best practices for event professionals

Ad landing pages for event businesses: selling more through optimized pages

by | Apr 8, 2024 | Best Practices, Event Marketing, Marketing, Online Resources, Sales

A well-optimized landing page is like a persuasive salesperson; it clearly communicates your event business value proposition and entices viewers to take action. Without a good landing page, your paid advertising efforts aren’t worth much to your business.

If you’re running paid ads, you need to ensure that viewers who actually click on those ads are led to a more powerful location than your contact information, pricing, or FAQ page. That’s where optimized landing pages come into play in your digital marketing strategy.

When a visitor clicks on your ad, they are acting on a specific expectation. If they land on a page that doesn’t fulfill that expectation, confusion and frustration can arise. This disconnect leads to them bouncing off your landing page without taking action. 

For this reason, it’s crucial to bridge the gap between your ad or campaign and the landing page it leads to, creating a cohesive user experience and ultimately driving conversions that fill your sales funnel. Frictionless transitions foster trust and encourage visitors to complete a desired action.

Here’s how to ensure your business or event landing page is fully optimized for conversion and seamlessly aligns with the ad or campaign that brought the visitor to your website – maximizing your event business growth.

Planning Pod’s streamlined event CRM and lead management tools are the perfect compliment to event business marketing efforts, enabling you to easily capture leads on your landing pages and manage your entire sales pipeline.

Utilize consistent, powerful messaging and design

It is vitally important to use the same language, keywords, and tone of voice in your landing page copy as you did in the ad that leads to it…and to make sure the language you’re using is powerful and effective! Repetition reinforces your message and assures visitors they’ve arrived at the right place, and using the right language will fuel landing page conversions.

Headlines

The headline on your landing page is prime real estate. It’s your first impression, your chance to grab attention and convince visitors to stay and learn more. 

When writing your headline, remember that people care about how a product or service will improve their lives. Focus on clearly highlighting the benefits your business provides to your target audience – and keep it as short and sweet as possible. No matter what, your headline should deliver your message quickly and effectively, without any room for confusion.

Another approach to crafting compelling headlines is sparking curiosity and intrigue. Use your headline to pose a question or use a surprising statistic to pique visitor interest and encourage them to learn more. And remember not to give everything away in your headline – leave some room for discovery and encourage visitors to explore your landing page for the full picture.

Bonus tip: Use action-oriented words like “simplify”, or “streamline” to boost your headline’s impact and influence lead generation, or consider incorporating numbers that quantify the benefit you offer (“Join hundreds of couples that have made memories at our venue”).

Call to action (CTA)

The CTA button on your landing page should directly mirror the action you encouraged visitors to take in your ad. If your ad said “Get Started”, your landing page CTA should also be “Get Started”. Be sure to include this CTA throughout the page in obvious locations, like buttons that break up your text and in the page header. Or, better yet, have a short web form embedded in the landing page itself so that the visitor doesn’t have to leave the page to reply. 

Your offer

The offer on your landing page should align directly with the benefit or solution highlighted in your ad. If your ad promised white-glove service, your landing page should clearly explain how you provide it. If you are running a seasonal promotion, your landing page should articulate exactly how and why potential customers should take advantage of it.

And remember that going beyond describing your services and focusing on benefits and key details will send a stronger message to your landing page visitors. Emphasize the benefits visitors will receive by taking action on your landing page, and they will be more inclined to act. This aligns with the problem-solving approach often used in effective ad messaging.

Design

You should also maintain a consistent visual theme across your ad and its connected landing page (not just the design of your site homepage). This includes using similar color schemes, fonts, and even imagery to create a sense of familiarity and brand recognition. 

What’s more, visuals play a crucial role in landing page success. Eye-catching images, graphics, or videos can grab attention, enhance your message, connect with your target audience on an emotional level, and ultimately drive them to take action. 

It’s important to ensure your visuals directly connect to the message you’re conveying on your web page. And while it can be tempting, we recommend avoiding stock photo cliches. Instead, consider using custom-designed graphics or high-quality photos that reflect your professional brand identity and mirror the lifestyle and aspirations of your audience. Even better? Use video rather than photos to capture attention and convey complex information in a digestible format. 

Whatever visuals you choose to incorporate on your landing page, be sure to avoid clutter at all costs. Ample white space makes your content easier to comprehend and easily guides a viewer’s eye.

Pro tip: For most event businesses, using visuals to tell a story on your landing page is an effective way to evoke positive emotions associated with unforgettable experiences. And using visuals of your events or event space personalizes the experience and acts as a visual testimonial of the kinds of experiences you can create.

Use targeted landing pages

Don’t use a generic, one-size-fits-all landing page for all your campaigns. Instead, create targeted landing pages specific to each ad or campaign message. This allows you to tailor the content and offer to the specific audience segment you’re targeting. 

Here’s a hot tip: consider using dynamic content insertion tools to automatically adjust elements on your landing page based on user data (like keywords searched or audience demographics). Let me translate that for you…

Let’s say you’re a venue owner. Imagine a potential customer searches for “best venues for modern weddings” and is served with one of your ads. They click on it, and the language on your landing page dynamically reflects the term “modern weddings”. This further personalizes the experience for that particular site visitor and increases relevance to exactly what they’re looking for.

Fortify your page content

In order to squeeze as much juice as you can from the content on your landing page, strengthen your messaging with the following tactics.

Social proof

Social proof is a powerful tool for building trust and credibility with potential customers on your landing page. It demonstrates that others have used and benefited from your product or service, reducing visitor hesitation and increasing conversions. 

We recommend that you don’t limit yourself to just one type of social proof. Leverage a combination of elements to resonate with different visitor preferences. Here are a few options to consider:

  • Customer testimonials: These can either be quotes or short stories from satisfied customers highlighting positive experiences with your business. You can boost the visual appeal of your testimonials by pairing them with high-quality images of your actual customers.
  • Customer reviews and ratings: Utilize star ratings and reviews from trusted platforms and directories like Google or Yelp.
  • Logos of reputable clients: Showcase logos of well-known organizations or individuals that have given you their business.
  • Social media mentions: Integrate positive social media posts or tweets about your brand (with permission, of course).
  • Case studies: Showcase detailed success stories showcasing how your services helped satisfy a specific client.

Pro tip: Place a few powerful social proof elements strategically near your CTA button to build trust and influence conversion decisions, and use others to break up text-heavy areas and make your landing page more engaging.

Form optimization

Landing page forms are the gateway to capturing leads and achieving your conversion goals. However, lengthy or complex forms can deter visitors and hinder conversions. Sometimes a single click or required field can make or break your form’s conversion rate. 

To set up your form for success, make sure you only ask for essential information you need to qualify a lead. Remember, the more form fields you have, the less likely visitors are to complete it. If the idea of simplifying your contact form feels risky, you can always consider using progressive opt-ins, where you collect additional information later in the customer journey.

And though this might sound obvious, remember to use clear and concise labels for each field on your contact form. When in doubt, include any necessary instructions or examples to avoid user confusion.

The secret sauce: Try implementing progress bars or completion percentages to show visitors how far they are through the form-filling process. This can motivate them to finish. 

Mobile responsiveness

In today’s world, a landing page that isn’t optimized for mobile devices like smartphones and tablets is a gigantic missed opportunity. Here are the keys to keeping your page mobile-friendly:

  • Flexible layout: Utilize responsive web design principles to ensure your landing page adapts automatically to different screen sizes and resolutions. This eliminates the need for separate mobile landing pages and guarantees a consistent experience across devices.
  • Fast loading speeds: Use tools like Google PageSpeed Insights to test your mobile landing page loading speed and identify areas for improvement. Optimize the page for fast loading speeds by minimizing large image files, compressing content, and utilizing efficient code.
  • Finger-friendly navigation: Design your landing page with touchscreens in mind. Ensure buttons, links, and form fields are large enough for easy tapping and avoid placing clickable elements too close together to prevent accidental clicks.
  • Readability: Mobile screens are smaller, so keep your landing page copy concise and use clear, easy-to-read fonts. Break up text with bullet points, headings, and strategic visual placement for improved readability and clutter-free layouts. 

Tracking, analyzing, and testing

As with any other aspect of marketing, it is of vital importance that you track relevant metrics, analyze page performance, and A/B test variations of elements in order to get the most out of your paid ad landing pages. Utilize tools like UTM parameters or website analytics to track which ad or campaign page visitors are coming from. Employ landing page builders and A/B testing platforms like Unbounce and Optimizely to find out what messaging, design, and format resonates with your target audience. The data you collect from these efforts will allow you to analyze how well your landing pages are performing for each ad campaign, identify areas for improvement, and continually refine your strategy for success.

For a thorough explanation of A/B testing best practices, check out this article.

Planning Pod’s CRM and lead management tools unleash the power of streamlined sales for event businesses like yours. Get started today!