A professional-looking website that packs a lot of relevant and interesting content is statistically more likely to increase conversion rates and sales than “ordinary” websites. Because as with other mass media channels, websites must be credible to the eyes of users to earn their trust and loyalty.
Well-designed PPC landing pages, in particular, have the potential for increased conversion not only through SEO but also in PPC campaigns. PPC landing pages that are optimized improves Quality Score and bring ad positioning benefits.
Lead generation through optimized PPC landing pages is very much possible with these 10 clever and common-sense tips:
1. Quick-loading pages
Slow-loading landing pages affect your website’s image negatively, ensuring non-return of visitors. Avoid using too many graphic images or animation in your PPC landing pages. Google’s Adwords Quality Score is also influenced by the speed of page loading.
2. Tons of images are so uncool!
Keep images on your PPC landing pages to a minimum of two. More than that causes the landing page to load slowly, and does not convey a high degree of professionalism. A couple of images of your team in action, for instance, will convey the needed degree of professionalism to inspire confidence.
3. Ease of Navigation
PPC landing pages must not overwhelm the user with unnecessary links. Remove excess navigation links or buttons in your landing page. Your company logo and a simple link to the homepage will suffice.
4. Attention-grabbing Action Buttons
Make calls to action on your PPC landing pages be as prominently as possible. A little bit of guidance on what to do while in your website is very helpful to users. Large buttons or a stand-out links in your PPC landing pages are more likely to be clicked by users.
5. Display information on the fold
Internet users who are in a hurry in their search for information will not wait for the entire landing page to unfold in front of their eyes. Be sure to place calls to action buttons and relevant teasers and information above the landing page fold before the users can hurry away.
6. Embed PPC keywords in landing pages
Keyword embedding may be effective for SEO and it is also very relevant to PPC campaigns, to improve Quality Scores and improve your ad performance.
7. Clutter-Free PPC landing pages
Keep PPC landing pages clutter free by removing any unnecessary content, images, or links. PPC landing pages are the first glimpse to your business, make a good impression with an uncluttered landing page.
8. Readable copy
Break up the content of your PPC landing pages into short paragraphs that are easy on the eyes and mind to comprehend. Landing pages should tell visitors what your site is all about, in a clear and concise manner.
9. Search-targeted Headlines
PPC landing pages that intelligently display interesting headlines depending on what the user typed in his or her search is good for sales conversion. Users who searched for a keyword will be more likely to continue browsing your PPC landing pages that brought them directly to related topics based on the keyword they searched.
10. Hassle-free Contact Forms
PPC landing pages with contact forms that take a long time to fill up can drive potential leads away. A rule of thumb is that the ‘submit’ button of the form should be visible in the fold of your PPC landing pages, otherwise users may just simply give up and leave.
You can leverage your landing pages to generate traffic through SEO, but landing pages are also strategically powerful tools for your PPC campaign, if optimized correctly.