PPC landing pages are something that every business
struggles with. While they may seem simple in theory, their execution is often
less than desirable.
Poor execution might be because several different
departments can get involved in the creation of a single landing page.
Each part of a company can have a different agenda for the
landing page. Customer service wants to highlight their warranty plan. IT wants
to stick with their ordinary web template, and the legal team wants to put the
company’s policies in an attention-grabbing place.
So many competing interests.
How can you, as the company’s PPC expert, possibly make
visitors convert amidst all these competing agendas?
As you know, a PPC landing page can’t do everything on its
So how do you balance these different goals?
Start with these do’s and don’ts of the perfect PPC landing
page. Here are the do’s, first.
PPC Landing Page Do’s
1. Make Sure That
Your Headline, CTA and Offer all Align
These things must align to prevent confusion among visitors.
Remember this rule: confusion is bad for conversions.
To bring more clarity to your landing page, follow this
rule: the copy should be all about the user.
Discuss the outcome and benefits for the users who decide to
take action. And most importantly, remember to keep the writing clear and straightforward.
Now, this is not as easy as it sounds. You might need to start
working with a pay per click company. It
takes experience to know how to write compelling copy, stick to the main point
of the page and come at it from the perspective of prospective customers.
2. Improve Your
Website Design and Graphics
Good web copy is essential – but so are the images and
design. They need to meet specific standards so as not to undermine the
compelling content that you’ve written.
The first rule is that you need to use images that are
relevant to your offer. If you’re selling a book, then you need a picture of
Sounds simple, but this doesn’t always happen for various
The second and final thing you need to know regarding design
is that frequently a simple landing page design is all you need, supported by a
clear and bold CTA button.
3. Show Your Product
Videos can do wonders for conversions, especially when
offering hard to describe products or services.
However, that doesn’t mean that you should stick any old
video onto your landing page. On the contrary. Videos, like images, need to be
as relevant as possible to the goal of your landing page.
4. A/B Test Trust
These are things that signal trust. They can include
testimonials, trust seals, etc.
You don’t need to clutter your page with them. Even just one
or two good ones can tip visitors over the edge and into your sales funnel.
Your landing page may not need them, but you should test
5. Utilize Your Thank
Not only is saying thank you the polite thing to do, but
it’s also the right thing to do!
What do we mean by that?
Well, your company might, for example, want to include a
bunch of different links on your landing page.
Instead of doing that though, save some of those links and
call to actions for your thank you page!
This way, you can have your cake and eat it too.
Keep your landing page clean. And remember this: the
conversion doesn’t have to end the conversation!
6. A Landing Page is
Not Set in Stone
You should expect possible resistance from your company to
landing page revisions or new landing page additions.
After all, landing pages are a big deal to the company’s
bottom line, and represent a significant change – and change can always be
Not only that, many companies also collaborate at length
before publishing a landing page. Redoing them can be an alarming prospect.
So to sell the idea to your company, start by implementing
some of the essential changes. Perhaps the results of those changes will help
them see your point of view better…
PPC Landing Page Don’ts
7. Leave Out
Distractions include external links, social media links,
sidebars, site menus, etc. These are (or should be) an obvious no-no.
After all, why would you want to lead your prospects astray
when you’ve got them right where you want them?
Don’t let prospects get lost in the woods, because they
might not come back.
8. Don’t crowd your
landing page with different agendas
Finally, we come full circle to our first point, the most
critical part of creating a perfect PPC landing page.
The goal of a PPC landing page should be above all else
Multiple agendas on your PPC landing page will interfere
with this goal.
What are conversions?
Conversions in B2C means selling your product or service.
Conversions in B2B, on the other hand, could mean any of the
following: capturing an email address, signing them up for a webinar, or having
them download a freebie like an eBook.
You don’t want to ‘oversell” on a landing page by
presenting multiple different options. Having “contact us, read this post,
read that post, look at our new service offering,” and so on, will just
clutter your PPC landing page.
If you want to create several different calls to action,
then you’ll need to create several different landing pages. Makes sense right?
It’s a lot easier than it sounds, especially when you have
already come up with your landing page design template.
While this advice will give you a good start in creating the
perfect PPC landing page, it’s by no means a comprehensive list, nor will every
tip here work for every company. You’ll need to test these ideas out for
yourself and see how they pan out in your PPC accounts.
After all, PPC can be full of surprises. Every PPC marketer
has seen things that shouldn’t work work, and things that should work, not work
Even if these are the right principles for the majority of
PPC experts, individual companies might do some things differently.
So please spread the word, and let’s try and get every
company on board with these principles.
If you’re ready to start working with a pay per click
company, we’d be glad to help. Reach out to us here.