What is an advertorial landing page?
An advertorial page is a landing page that looks like a news story but is actually promoting a product or service. Unlike standard landing pages which are often straight and salesy, an advertorial page provides valuable information and insights that naturally lead the user to make a buying decision. This combination of content marketing and direct response advertising makes advertorials super effective at engaging and converting.
Why Use Advertorial Landing Pages?
Advertorial landing pages are super powerful because they combine the authority of journalistic content with the persuasion of advertising. Advertorial pages are great at engaging cold traffic by matching the native content of the channel, providing value and preparing the reader for a buy. They educate the audience, build trust and guide the reader to the desired action whether that’s to buy, sign up for a newsletter or achieve another conversion goal. By providing valuable content they reduce resistance and scepticism and make the promotional message more appealing.
When to Use Advertorial Landing Pages
Advertorial landing pages are a versatile tool that can be used in many situations. Here are some scenarios where advertorial landing pages are most effective:
- Educate Potential Customers: When you want to tell potential customers about a product or service without selling it directly, an advertorial page is perfect. You can provide valuable information that helps the reader understand the benefits and uses of your offering.
- Build Trust and Credibility: If you want to build trust with your audience an advertorial page can help. By presenting your content in a journalistic style you can build authority and make your promotional message more believable.
- Soft Promotion: When you need to promote a product or service subtly an advertorial page is perfect. They blend informational and promotional content together so the promotional bit is less in your face.
- Warming up Cold Traffic: If you’re dealing with cold traffic an advertorial page can warm them up and make them more receptive to your message. By providing value first you can reduce resistance and increase the chances of conversion.
- Creating Curiosity and Intrigue: When you want to create curiosity and intrigue around your product or service an advertorial page can be very effective. By presenting your content in an engaging and informative way you can grab the reader’s attention and make them want to learn more.
How to Create an Advertorial Landing Page
To create a landing page you need to:
- Research your audience. Know your target audience’s needs, pain areas and hobbies. This will help you craft a message that will resonate with them. Gather this data through surveys, social media insights and market research. For marketers managing multiple campaigns and teams syncing schedules across different calendars can be a challenge. Use OneCal to sync all your calendars across providers like Google Calendar, Outlook and iCloud.
- Craft a Headline. Your headline should grab the reader’s attention and tell them the information is important and relevant to them. It should promise a benefit or a solution to a problem their target audience is facing.
- Provide value. Offer insights, tips or facts that will actually benefit the reader. This should be educational and engaging and build trust with the reader. Don’t use commercial language, teach and deliver value.
- Soft Promotions. While the main goal is to provide valuable content, softly promote your product or service as the solution to the reader’s problem. Use natural transitions and context rather than a sales pitch.
- Add Social Proof. Testimonials, reviews and case studies can dramatically increase the credibility of your advertorial. Showing real customer experiences builds trust and reassures potential buyers of your product.
- Clear Call to Action (CTA). After you’ve provided value, direct the reader to the next step with a clear and compelling CTA. Make sure it’s prominent and relevant to what they just read.
- SEOU. se relevant keywords throughout your content to boost your search engine ranking and drive organic traffic. Make sure your content is readable and valuable according to SEO best practices. LanderLab’s TemplatesCreating an advertorial landing page can be time consuming and complex especially if you’re starting from scratch. That’s where LanderLab comes in. LanderLab has 20 high-converting advertorial templates ready to use. These templates are designed by experts to be conversion and engagement optimized. By using these templates you can save time and effort and still create great advertorials.
Advertorial Landing Page Best Practices
To create an advertorial landing page:
- Headline: Clear and ConciseUse a headline that grabs your target audience. It should be clear, concise and promise a benefit or solution to a problem they are facing.
- Story: CompellingWrite a story that educates and engages the reader. Your content should be informative and promotional but not too salesy. Focus on providing value and building a connection with your audience.
- Social Proof and Testimonials: Add social proof and testimonials to build trust and credibility. Real customer experiences will reassure potential buyers of your product or service.
- Soft Call-to-Action: Use a soft call-to-action that directs the reader to the next step. Make sure it’s prominent and relevant to what they just read.
- Mobile Friendly: Make sure your page is mobile optimised as most users will be accessing it on their mobile. Make sure your content is readable and navigable on smaller screens.
- High Res Images and Videos: Use high res images and videos to break up the content and make it more interesting. Visuals can improve the user experience and keep the reader engaged.
Advertorial Landing Page Examples
To get inspired for your own advertorial landing page here are three examples:
Most landing pages are designed to have one goal or one call to action which is key to increasing conversions.
1) American Finance Advertorial
A tech company used an advertorial landing page to promote a new product. The page had an in-depth review, comparisons with competitors and customer testimonials and ended with a special offer for readers to buy the product at a discounted price.
2) Oral Health Advertorial
A health supplement brand used an advertorial that looked like a news article about their product.
The content had a detailed explanation of the product’s benefits and a CTA to watch a video as the next step.
3) Baby Products Advertorial – Stroller
This is another high converting advertorial template on LanderLab. This is an advertorial for baby products in this case a stroller.
This advertorial converts well because it’s full of valuable content about the product. And it’s easy to buy but the reader gets all the information they need before they buy.
How to Measure Advertorial Landing Pages
Track:
- Engagement Metrics: Monitor time on page, bounce rate and scroll depth. These will give you an idea of how well your content is engaging the audience.
- Conversion Rates: Track the number of leads or sales generated from your advertorial landing page. This will give you a clear picture of how well the page is converting.
- Return on Investment (ROI): Calculate the revenue vs cost of creating and promoting the page. This will give you the overall profitability of the advertorial landing page.
- Social Media Metrics: Monitor likes, shares and comments on social media. These will give you an idea of how well your content is performing.
- Email Open Rates and Click-Through Rates: If you’re promoting a newsletter or email campaign from the page, track the open rates and click-through rates. These will give you an idea of how well your email marketing is working.
Don’t Do:
- Being Too Salesy: Don’t be too promotional or salesy, this will turn off the customer. Focus on providing value and building trust with your audience.
- Not Enough Information: Make sure you provide enough information and value to your reader. A high bounce rate means your content is not meeting their needs or expectations.
- Not Mobile Optimized: Not optimizing the page for mobile can result to a bad user experience. Make sure your content is readable and navigable on mobile and tablets.
- No Social Proof: Not using social proof and testimonials makes your page less credible. Use real customer experiences to build trust and credibility.
- Not Testing and Iterating: Not testing and iterating your page results to a lower conversion rate. Test different elements and improve based on results.
Advertorial Landing Page FAQs
Q: What is an advertorial landing page? An advertorial landing page is a landing page that combines informational and promotional content to educate and engage the customer.
Q: How is an advertorial landing page different from a regular landing page? An advertorial landing page is more educational and engaging, a regular landing page is more conversion focused.
Q: Can I use an advertorial landing page for any product or service? Yes, advertorial landing pages can be used for any product or service but it’s more effective for products or services that requires education.
Q: How long should an advertorial landing page be? The length of an advertorial landing page will depend on the content and the audience, but long enough to provide value and educate but short enough to keep them engaged.
Q: Can I use an advertorial landing page for cold traffic? Yes, advertorial landing pages can work for cold traffic, it can warm up the reader and make them more receptive to your message.
Build Advertorials with LanderLab
Hundreds of affiliates trust LanderLab to build high-converting advertorials. Our drag-and-drop editor lets you do it yourself, our custom design service will bring your design to life. Plus, check out our templates and start fast. Try it free for 7 days!
