Landing pages are the silent salesmen working tirelessly behind the scenes. When it comes to paid search campaigns (PPC), your landing page is the critical touchpoint where clicks convert into customers. But with so much competition vying for user attention, crafting a landing page that truly converts requires a lot of strategic planning.
In this article, Mark Sansum, Co-Founder and Lead Consultant at outbloom, has compiled this guide to equip you with the knowledge needed to build landing pages that resonate with your target audience and drive significant results…
You can create ads that drive visitors to your site, that’s great! But it’s a complete waste of budget if no one converts when they get there.
The main priority is to create a seamless user journey that effortlessly turns clicks into conversions. In this article, we’ll take you through some of the essential steps you should be considering when creating PPC Landing pages.
Headline Hero: Grab Attention
Your headline is the first impression, so make it count. Here’s how to craft a winning headline:
- Relevance is Key: Align your headline with the keywords and ad copy used in your PPC campaign.
- Focus on Benefits: Highlight what users will gain by clicking through, emphasising solutions to their pain points.
- Clarity Reigns Supreme: Keep it concise and easy to understand. Aim for immediate understanding.
- Compelling Call to Action: Include a strong call to action (CTA) that encourages users to take the desired action, whether it’s making a purchase, signing up for a free trial, or downloading a white paper.
Visual Appeal: A Good Picture is Key
The human brain processes visuals much faster than text. High-quality, relevant images and videos can significantly boost engagement and user experience. Here are some tips:
- Keep it Relevant: Use visuals that directly connect with your offer and target audience.
- High-Quality Matters: Invest in professional visuals or use high-quality stock photos.
- Emotional Connection: Evoke positive emotions that resonate with your target audience’s needs.
Content Clarity: Speak Directly to Your Audience
Your landing page copy should be clear, concise, and persuasive. Here’s how to ensure your message hits the mark:
- Benefits-Driven Approach: Focus on the benefits your product or service offers, not just its features.
- Keep it Concise: Attention spans are short, so prioritise key information and avoid lengthy text blocks.
- Conversational Tone: Adopt a friendly and approachable tone that resonates with your target audience.
- Social Proof Matters: Include testimonials, case studies, or customer reviews to build trust and credibility.
Conversion Optimisation: Streamline the Path to Success
A seamless user experience is crucial for driving conversions. Here’s how to optimise your landing page for maximum conversions:
- One Goal, One Page: Maintain a single, clear conversion goal per landing page.
- Frictionless Forms: Keep forms short and simple, focusing only on essential information.
- Compelling CTAs: Use strong calls to action that stand out visually and encourage users to convert.
- Mobile-First Design: Ensure your landing page is optimised for a seamless user experience across all devices.
Testing is Key: Refine and Optimise
The best landing pages are constantly evolving. A/B testing allows you to compare different variations of your landing page elements and determine which ones resonate best with your audience. Here’s what to test:
- Headlines: Test different headlines to see which ones generate the highest click-through rates.
- Visuals: Try out different images and videos to see which ones capture user attention most effectively.
- CTA Placement and Wording: Experiment with different CTA placements and wording to see which ones encourage the most conversions.
By following these principles and continuously optimising your landing pages, you can transform them into conversion powerhouses that drive outstanding results for your PPC campaigns. Hopefully, these tips elevate your landing pages and take your online marketing to the next level.
Photo by Alessio Zaccaria on Unsplash
