Pay-Per-Click (PPC) landing pages for lead-generating websites should focus on one goal: getting the user to submit a form. Unfortunately, there isn’t an exact formula to building the perfect PPC Landing page. PPC Landing Pages need to be tested and tweaked according to what your customers want.
Outlining Your PPC Landing Page
Establish the Goals
What you are trying to accomplish? What do you expect the user to do when they get to the landing page (fill out a form, sign up, etc.)?
Look out for:
- Competitors’ landing pages (what are they doing?)
- New templates for ideas on how to design your landing pages (be innovative)
What type of user do you expect to visit your page? This will give you an idea of what information to include in your landing page.
Build custom landing pages for each ad group
If possible, have at least one landing page per campaign.
Don’t send traffic to the Home Page
Give users the path of least resistance to conversion!
Optimizing a landing page to increase leads:
- Keep the page clean and easy-to-read. Don’t overload the user with unnecessary information. Keep it short and give them exactly what they’re looking for.
- Make it easy for the users to convert. Include a simple form and an offer to entice the user to fill it out. The goal of a PPC page is to increase leads and build trust.
- Clear calls-to-action and catchy text should entice users to convert.
Use Google AdWords and/or Google experiments to collect data to refine your landing pages. The testing period should be at least a month (the more data, the better).
20 Quick & Dirty PPC Tips
1. Landing page headlines should match the ad that the user clicked to get there.
2. Make your call-to-action big and position it above the fold.
3. Use directional cues to focus attention on the call-to-action.
- Examples include arrows or photos with subjects looking at the button.
- Avoid being too flashy.
- Where the call-to-action is below the fold, make the directional cue point to the bottom of the page.
4. A landing page should have a single purpose and thus a single, focused message.
5. Maintain congruence. Every element should be aligned conceptually with the topic and goal of the page.
6. Show the product or service being used in context.
7. Include your logo to keep the company top-of-mind for your users.
8. Edit to remove unnecessary content. Be brief.
9. Avoid visual clutter. Extravagant images and video distract from the main point of the landing page.
10. Minimize the page’s loading time. Avoid excessive images and clutter to keep loading times down.
11. Use relevant links. Not all users are ready to fill out a form. Give them additional options with links to relevant parts of your site.
12. Don’t fill the page with unnecessary links
13. Show social proof via indicators of your social status.
14. Test new ideas using A/B testing. Let your customers decide which message works best for them.
15. Provide an offer. This will entice users to fill out the form.
16. Include any type of recognitions or awards for your business: best in customer service, etc.
17. Use real testimonials for authenticity (if applicable and possible).
18. Simplify your copy using bullets.
19. Form should be simple. We don’t need the users’ full profile. Ask for only the most important information and include basic information fields.
20. Keep it Simple and Clean! We need to grab a user’s attention in the first few seconds or they will bounce off the page. Remember, people have short attention spans.
PPC Design Example: