The Creative staff is always pushing the envelope when it comes to creating PPC landing pages. I agree with them. You must continually make a landing page engaging and compelling for users to convert. At the same time, there are some basic truths that have been tested time and again, which should be adhered to when designing a landing page.
- Headline – A clear, concise headline must quickly grab the users attention and compel them to read further.
- CTA’s – These should be placed prominently on the page so users understand the desired action you want them to take.
- Copy – Copy helps reinforce the message you want to get across. Also, it creates relevancy for the ad to help improve your Quality Score.
- Main Points Above the Fold – All of the main points, headlines and CTA’s should be above the fold so users do not have to scroll to get the main objective of the ad.
- Lead Form – Placing a lead form right on the landing page becomes a great way to collect information and pre-qualify leads.
- Minimal Navigation – If a user has clicked on a page, you want them to quickly take an action. By reducing the number of navigation and links on a page, you minimize the opportunities for users to click off a page and not convert.
- Fast Load Time – Landing pages should load quickly so a user will not have the tendency to click off the page before converting. Minimize any graphics and elements that are not necessary for the conversion and increase the load time of the page.
- Keywords – Incorporate keywords throughout the copy to reinforce the product and service you are offering as well as appear relevant to AdWords and AdCenter for a lower cost on spend.
If you need an example, HubSpot has a great example of a PPC landing page in a wireframe format.
When great creative and PPC best practices come together, it makes for a winning landing page combination.