Landing Pages are an important step of any local advertising campaign. There are endless options out there that help you create and use one, however they don't give satisfying results always.
Why?
Here are 4 main reasons why we think that without a Landing Page that you own and control, there is almost not a chance to win and succeed at a digital campaign with local advertisers.
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1. It's about speed.
There are lots of landing pages out there that do not load fast because they are outdated, have little to no maintenance, are built using older technology, and have no mobile responsiveness. With today's impatient users, this is a guaranteed road to fail and making them leave the website.
But speed doesn't mean only the page load speed, but also the speed of fining the right information on the landing page.
2. Clear Information and Clear Call-To-Action
Usually the home page of a local business includes a lot of information about GDPR compliance, Imprint, a company history and events, but it's missing a clear CTA. The visitor would get lost in unnecessary information and leave the page not because it is not interesting or relevant to them, but because the visitor is not finding the information they need quick enough. And that's why we think that Google Places and Google Maps are that successful, because they have incredibly condensed view on local advertising business, images, reviews, and the most important they have the contact buttons. It is simple.
Imagine a Local Restaurant and their website. They would have a page with flashy animations, and a lot of information about catering, gallery with images etc. While if you visit the Google Places profile of a restaurant usually you'll get to the point very quickly such as what's the address, where can you do a reservation, how do you get to this place.
Finding the right information at speed is essential, and what we noticed with the digital business cards is that there's lots of general information but missing clear Call-To-Action that we find in any other type of advertising. And if you don't have this CTA its very difficult to get a conversion because general information about the business does not convert.
3. Traceability – having a good tracking.
If you don't know if a conversion on the website is happening you can only optimize the CPM or CPC answering the question "At what price can I generate clicks and views for this advertiser" but a click does not mean anything by itself, because you don't know what is happening on the page, and you're losing a user or a customer for this advertiser, you cannot optimize the page for better performance. This is a reason why big companies like Meta do not accept campaigns any more where they cannot control the tracking, and don't have any form of conversion.
4. Reporting and dashboard.
And bringing that information back to the advertiser, even if it's a local advertiser that doesn't have digital advertising experience, and not only giving them raw numbers, but rather going further and explaining to the advertiser what was the real performance of the campaign.
From our own experience apart from getting information about how many people were on the Landing Page, we get information about the time spent, and even with campaigns that have low click rates, sometimes are extremely successful not in terms of number of conversions, but in terms of people staying on the page, bookmarking the page, keeping the website open, forwarding the website and interacting with it. This is something very crucial for the success of the advertiser and without this data, you cannot report any success or good performance to the local advertiser.
