When you’re marketing your business through PPC, it’s important to optimise your campaign landing page. A pay-per-click landing page is the first real interaction a potential customer has with your business after expressing interest in what you do – if it’s put together correctly, you could secure a conversion right then and there. If it’s not designed effectively, it could turn a customer away forever.
This piece will offer some insights into landing pages that convert, ensuring you can make the most of your PPC campaigns.
1. Make a memorable offer
Your landing page should offer your customers something attractive, beyond simply highlighting what you do. Historically, around 66% of advertising budgets have been spent on promotions, so keep in mind all the offers the average consumer sees daily. Make yours visible and memorable.
2. Keep messaging consistent
A good PPC advert will be created with a clear message, whether it pertains to the special offer or the unique value of your product or service. With that in mind, you need to ensure that your landing page feels consistent with the PPC ad in terms of visuals and written messaging. This lets your visitors know that they’re in the right place and haven’t fallen for some PPC spam.
3. Optimise the sign-up flow
Good landing page examples make it easy to fill in any forms or sign up for specific offers. This means using a clear and concise visual style and language to clearly direct visitors in the right direction for lead capture.
4. Ensure the page is suitable for mobile users
Over half of all web traffic takes place on mobile devices, with the number trending in the positive over the last few years. That’s why every campaign landing page needs to be designed and optimised for mobile visitors, ensuring that the visitor can further investigate or even convert, regardless of the device they’re using.
5. Include testimonials
Social proof is a huge part of generating trust with your audience, which is why reviews, average ratings on platforms like TrustPilot and testimonials are so common in the best landing pages. They don’t necessarily have to be front and centre but they can be used to demonstrate significant value.
6. Create a killer headline
Much like the primary phrasing of your PPC headline, the headline of the campaign landing page needs to be eye-catching and leave an impression. Even if it doesn’t match the ad copy, make sure it’s blatantly communicative of why your business is exceptional.
7. Don’t waffle
After the headline, you need to communicate the bulk of what your offering concisely. A campaign landing page isn’t the same as your website About Us page – it needs to be snappy and impactful.
8. SEO is essential
Even though campaign landing pages are generally visited through external means, such as ads, social media and email marketing campaigns, they can still be discovered organically. That’s why you can’t compromise on following SEO practices, such as keyword integration and the proper use of headers.
9. Include images and videos
Simply put, customers respond to visuals. With videos and imagery on your landing page, you’re more likely to hold visitor attention and inspire engagement.
Related: Business Trends Predicted for 2025: The Future of Commerce, AI, and Entrepreneurship
10. Include a clear CTA
Perhaps most importantly, the best campaign landing pages inspire action, and that’s why call to it! Whether you want the visitor to “Book an Appointment”, “Get in Touch” or “Redeem Promo”, you must include a clear Call-to-Action to send them in the right direction.
11. Test and improve everything
Remember, whether it’s landing page design or writing the content, these things don’t often fall into place overnight. As is always the case in business, trial and error will guide you to making the decisions that will result in success.
With these tips, your campaign landing page should operate better than ever, ensuring your PPC campaigns aren’t marred by wasted efforts.
