A well-designed landing page is the cornerstone of any pay per click advertising strategy. It doesn’t matter how optimized your PPC ads are; if their corresponding landing page isn’t designed to transform prospects into leads, then the entire campaign will fall flat.
While you’ve probably designed your entire website with conversions in mind, you should think of your landing pages as targeted specialists in lead generation and conversion optimization. The approach you take with landing page web design needs to be purposeful and capable of keeping the visitor focused on the reason they landed there in the first place.
Creating A High-Performance Landing Page for PPC Campaigns
Designing a high-performance landing page isn’t as difficult as it seems. The key is including certain elements of design that are proven to generate success for your pay per click strategy. Here are a few tips for seeing greater results from your landing pages, starting today.
Specificity and Intent
A common mistake that businesses make in their PPC management is using a one-size-fits-all landing page that handles all PPC traffic, regardless of the original ad that the visitor clicked on. If you’re running multiple ads at the same time, it’s essential to have a designated landing page for each.
The reason for this all centers around specificity and intent. Your PPC ads have probably been strategically developed to attract a wider portion of your audience. They’re coming to you through different platforms and displaying unique consumer behaviors. In other words, they’re not all going to want the same thing. Creating individual landing pages to match specific ads helps to keep each visitor interested and on track.
Make It Obvious and Easy
The last thing you want when someone arrives on your landing page is to have them be confused about the next step or how to get there. Landing pages need to be pointed and direct. The person who is visiting your landing page is there because they intentionally clicked on your ad. They’ve already expressed an interest, so there’s no reason to water down the content on your landing pages.
In fact, it’s the opposite approach that gets results. Keep your message simple, and feature easily recognized call-to-actions in prominent locations. You should also use this opportunity to eliminate any fear factors that a prospective buyer might have. For example, try offering a free trial period or a money back guarantee, and include a few testimonials to put their minds at ease.
Visual Appeal and Engagement Factors
Adding white space on your landing pages actually encourages consumer movement. Utilizing a clear design makes it easy for them to find what they’re looking for and form an opinion. Both visual and textual clutter is distracting and pulls the visitor away from the real purpose of your landing page.
Since space is limited and crowded landing pages don’t perform, it’s critical to look at ways of delivering your message without detracting from the goad. Using video accomplishes this beautifully. In general, video is becoming the content type of choice for many businesses and web designers because of its high-performance on landing pages and user engagement.
Web development that includes intuitively designed landing pages is key to your digital success. We’re the web design company that will help you achieve your goals. Contact Double Up Digital and let one of our web designers show you how we can elevate the performance of your PPC campaigns today.