Case Study: How a Landing Page Resulted in a CPL Decrease of 95.7 Percent

There was a time when Lakeridge Paving Company, one of the Seattle area’s leading asphalt pavers, was paying $848.10 for each lead. The clicks were pricier than they should have been due to inadequate optimizations and the conversion rate left much to be desired.

Part of the problem was Lakeridge Paving’s website. Although it functions adequately as a digital storefront for organic traffic, it wasn’t well optimized for a paid media campaign.

After an initially unsuccessful campaign launch, REV77 made several improvements to their campaign, including adding dozens of relevant search terms, adjusting bids and, most importantly, building a conversion-optimized landing page for the campaign.

Within two weeks of switching from the client’s website to the landing page we saw lead cost drop to $50 and the conversion rate increase to 9.7 percent. After a month and a half, the client was receiving nearly two dozen calls in a 30-day period with a cost per lead of just $36.19.

What Makes a Properly Optimized Landing Page Such a Valuable Conversion Tool?

A company’s website and its landing pages serve very different functions. A website should establish a brand, explain who the company is and provide answers and information for potential customer in the education and research phase of the digital marketing funnel.

A landing page is fundamentally a more down funnel tool. It should be designed to solve a problem or provide a service that matches the need expressed at the search level.

Most business websites, including Lakeridge Paving’s in this case, were not built specifically for the purpose of acting as a landing page for a paid media campaign. In many cases, the company’s website content doesn’t match the client’s preferred campaign goals and isn’t conversion optimized.

A landing page, on the other hand, is built specifically to enhance paid media campaign performance. This means the content on the landing page is tailored to the keywords and goals of the campaign rather than the other way around.

A landing page should:

  1. Include keyword rich content, including a properly optimized H1 and addition H3 sub headlines
  2. Immediately and prominently display contact options (in this case both Lakeridge’s phone numbers and a contact form were visible on load up)
  3. Quickly communicate the services offered and provide differentiators that build trust
On Lakeridge’s landing page, the headline/sub headline tells searchers what the company does (commercial and industrial paving) where they do it (the Seattle, Tacoma, Auburn and Bellevue Areas) and why you should trust them (Helping Businesses and Cities With Their Paving Needs Since 1968).

It tells customers who the business is, what they do, where they do it and provides two options to get in touch with the business without ever making them scroll.

The rest of the landing page also included important information that helped build trust and establish expertise while also improving quality score with keywords. The bottom part of the landing page included a series of H3 sub headlines, bulleted lists, brief, easily digestible two to three-sentence paragraphs and CTAs.

Lakeridge’s landing page met the needs of two different kinds of searchers
  • Searchers who won’t even scroll because they know they want to schedule a quote with a local paving company as they’re typing their inquiry into Google
  • Searchers who want to know more before scheduling a quote can read the rest of the landing page and learn about the company, the services they offer and why they’re a local leader in their field

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