5 Elements of a Great Landing Page

Landing Pages are used to turn a good PPC campaign into a great one. One of the three elements of quality score in a PPC campaign includes landing page relevance. This is quite important since a higher quality score in a PPC campaign will equate to a lower cost to acquire clicks. A beautiful well placed landing page can end up doing wonders for both quality score and your conversion rate, and mean that you are spending less while earning more.

CTAs (Call-to-Action)

Placing succinct and persuasive Calls to Action on your landing page can change your conversion rate significantly. Placing your first CTA above the fold and then strategically across your landing page can mean the difference between making and losing money. Testing different copies will also allow you to see which designs or wordings are converting best. Usually it is best practice to have CTAs spread out in each segment of the page.

Design

Having a clean design is important to getting a high level of conversions. The first step is mapping customers and wireframing a design to determine the best possible user interface and then using the company's logo as a starting point in deciding a websites color scheme. When making a website more harm can be done by adding too much or overcomplicating the design. There must be a balance between packing a page with information and elements and showing restraint.

Trust

This might be the most important element of a landing page or website. Why should anyone buy from you? If you do not show an element of Trust then people will be weary of purchasing your goods or services. This could be as simple as placing a map or address of your location to show that you are 'legit' or putting in a bio that personalizes your page.

Authority

Beyond Trust showing that your a knowledge expert is important for your business. This could include blogging about your industry or showing relevant certifications or testimonials. Reviews typically allow for higher conversions so getting customers to agree to a advertising placement can be beneficial for both your and their business.

Keyword Relevance

Usually each landing page will be tied to a Keyword bid in your PPC campaign. It only makes sense to strategically include keywords that are higher volume, higher converting keywords in your title tags. When your page is scanned by Google or Bing, your keyword in your PPC campaign will show a higher keyword relevance resulting in a higher quality score and lower cost overall.

In Conclusion....

Hiring a marketer to audit your landing pages and your PPC campaign can improve performance. Landing pages should not be ignored and making beautiful and strategically placed landing pages can really impact your bottom line. This will save you money over the long run.