Effective web design for PPC landing pages

Identifying your landing page

Deciding where on your website you want to direct people who click on your paid ad is important. Depending on the content of the ad and the aim of your campaign you are likely to want different landing pages. For raising brand awareness a homepage may suffice, if your ad relates to a specific product, then that product’s page within your shop or directory could work. However, in many cases these page aren’t specific enough and a PPC landing page would be more effective.

Why you need a dedicated landing page for your PPC campaign

Lander CEO Krishna Shastry argues that a dedicated landing page focuses customers on conversion and allows you to tailor content to the PPC campaign, rather than losing customers on a more general homepage.

Creating a focussed landing page

Your PPC advert draws customers in to your website, and your landing page needs to continue that journey. Mark Sansum writes that one of the most certain ways of losing customers is failing to deliver on the promise of your PPC campaign. Your landing page needs to be specifically tailored around your PPC offer, and written with your target customers in mind.

Calls-to-action on PPC landing pages

Landing page software developers Unbounce , suggest that calls to action should be prominently positioned. Whether you want customers to sign up to your mailing list, purchase a product, or download a resource like an eBook then your landing page should be structured around this. Critically, it has to be easy – with the customer directed to the call-to-action by the page layout and content.

What makes a good landing page?

A good landing page should follow the usual principles of good website design. This means that your landing page needs a strong headline that encourages your customers to convert and should be closely tied to your PPC campaign keywords. The content of the page also needs to be relevant in terms of body text. However, research reported in signalv. noise indicates that the imagery on your landing page also makes a huge difference to conversions. They concluded that large photos of happy customers made a significant impact on conversion rates. Aperson-centric, image-based landing page reported a 47% increase in paid signups compared to a text-based long-form alternative.

Instapage has a useful list of the key components that should feature on a landing page , as well as some successful examples.

Building customer confidence

Another way to secure conversions on your PPC page is to provide customers with assurance about your quality as a brand. They may be new to your business and will want to know your credentials. Featuring testimonials, reviews, accreditations and links to social media accounts will reassure customers and build confidence in your brand, leading to a higher conversion rate.

Testing your PPC landing page

A major strength of PPC campaigns is the quality of the analytics available. You’ll know how many people are clicking your ad and going through to your landing page. If you have a strong click-through-rate, but allow conversion rate then you know that something about your landing page isn’t working. Test and monitor your conversions closely; and if you’re not seeing the results you want then your landing page needs revisiting.

PPC and website design in Exeter

If you need help integrating your PPC campaign with an effective landing page then QuayClick can help. We’re an Exeter web design agency and digital marketing experts experienced at running successful Pay-Per-Click ad campaigns. We can also provide support with website design and writing content for your landing page. If you’d like to find out more about working with us you can view our process, or contact us to discuss your campaign.