I remember a particularly challenging consultation with a client named Susan, the marketing manager of a construction company that develops equipment for the mining industry. Susan was frustrated. Despite investing heavily in paid ads, the return on investment (ROI) wasn't meeting expectations. The problem? They were directing all paid traffic to their main website, which was optimised for SEO. Susan was hesitant to change any of the website's content for fear of damaging the SEO that took years to build.
"David, we need to maintain our SEO rankings, but we also need better results from our paid ads," Susan explained in one of our meetings. "Is there a way to balance both without compromising either?"
That's when I suggested using dedicated landing pages for their paid ads. By doing this, they could create highly optimised pages tailored to the ad content, while leaving the main website untouched.
The transformation was remarkable. By using HubSpot's landing page builder, we crafted bespoke landing pages that matched the ad campaigns perfectly. The result? A significant boost in conversion rates and a higher ROI on their paid ads, all while keeping their main website's SEO intact. This approach provided the flexibility Susan needed to excel in both areas.
Inspired by Susan's story, I want to share with you the powerful strategy of using dedicated landing pages to maximise your conversions in HubSpot. Whether you're a seasoned marketer or just starting out, this guide will help you understand why and how to create effective landing pages for your paid ad campaigns using HubSpot.
User Experience Issues: When you direct paid traffic to your main website, users can easily get distracted by multiple navigation options and unrelated content. This often results in lower engagement and higher bounce rates.
Conversion Rate Impact: Directing traffic to a general website page can dilute the effectiveness of your ads. Studies show that landing pages specifically tailored to ad campaigns see higher conversion rates.
Focused Messaging: Landing pages allow you to deliver targeted messages that align perfectly with your ad campaigns. This focused approach ensures that visitors immediately see content relevant to their search or clicked ad.
For example, in Susan's case, we created landing pages specifically highlighting the benefits of their mining equipment, matching the ad copy.
Higher Relevance: By aligning the content of your landing pages with your ad copy, you increase the relevancy score in Google Ads or other platforms. This can lead to better ad placements and lower cost-per-click (CPC).
Customised Conversion Path: With dedicated landing pages, you can design a specific conversion path that guides users to complete the desired action, such as filling out a form or downloading a brochure.
Testing and Optimisation: Landing pages provide a controlled environment for A/B testing various elements like headlines, images, and form fields. This allows you to continuously optimise for better performance.
Reduced Distractions: Unlike a main website filled with navigation options and additional content, a landing page can be streamlined to focus solely on the conversion goal. This increases the likelihood of conversion.