What is a Landing Page?

A landing page is a designated page for someone to land on, after they click on a link. Usually the page has unique content that ties in with the PPC (pay-per-click) or SEO (search engine optimization) source that drove you to that page. It’s possible to create a landing page anywhere you link from another page or online ad.

PPC Landing Pages
PPC ads are a type of search advertising that appear on Google and other search engines. When someone clicks on a PPC ad, they are directed to a related webpage. That page can be part of an existing site, or it can be a specially designed page created to complement the PPC ad. These pages where the PPC ads are directing click-through traffic to are referred to as PPC Landing Pages.

SEO Landing Pages
SEO landing pages are meant to be found by search engines. Content is created to appeal to search crawlers that rank the page, while at the same time acting as a landing page for the person who eventually finds that page through a keyword search and clicks through to the SEO landing page found in a SERP (Search Engine Ranking Placement).

Here’s an example of a PPC landing page Eden designed for Magical Pest Control. Click to see the full size version.

What Should Be Included on a Landing Page?

Content should vary from page to page, depending on its purpose, but as a rule you will find these things on most landing pages:

• Bold Headline
• Strong Imagery
• Call-to-Action
• A Form
• Contact Information

Tips To Improve Your Landing Pages

Online advertising is all about following best practices. The better you understand how customers interact with online advertising, the better you can design and craft content to capture leads and increase conversions. Below are our top tips for creating effective landing pages.

1) Be Brief
When it comes to landing pages, brevity is important. Use only enough words to get your message across effectively, unless you have a specific reason to create a copy-heavy page. Landing pages are most effective when they have compelling and relevant imagery.

2) Keep it Above the Fold
“Above the fold” is an old term related to newspapers. It’s exactly what it sounds like: content that appears on the front page, above the fold. On a webpage, it’s everything you see immediately on a page, before scrolling. A good landing page typically keeps all key information “above the fold.” This includes your headline, relevant imagery, call-to-action and contact info.

3) Match Your Content
If you’re creating a landing page for a PPC campaign that focuses on shirts, you’ll want a landing page that focuses on shirts, too. Having a landing page that broadens to discuss general clothing may result in losing a click-through instantly. The closer the content within your landing page matches the link or ad that the person clicked on to find it, the better chances you have of capturing that lead. Match the reason someone clicked through to your landing page.

4) Make Forms That Will Stand Out
Though there is debate about whether forms are worthwhile or not, it’s really in how you use them. A generic form will not receive as many leads as a form with a promotion or incentive. Pair forms with a specific purpose – such as receive a special offer, or to download an information package. You’ll find this tactic is much more effective at gathering leads. Also try pre-populating your cursor. Pre-populating a cursor adjusts programming so that the cursor automatically appears in the first box of your form. It sounds simple, but has proven to increase the odds of people entering their information. Lastly, make your form and the submit button stand out.

5) Add Credibility Buttons
Credibility buttons are those little icons that indicate certifications your company has, awards you’ve won, and any other notable achievements. They are great for establishing credibility and building trust with your customers.

6) Testimonials
Demonstrating the great work you’ve done for other clients shows that you have history, and have built relationships with other satisfied customers. Studies have shown that consumers are more likely to trust the word of other consumers than they are to trust anything said by a brand. Showing that other people have used your services and had a great experience establishes credibility.

7) Have a Single Call-to-Action
There’s no easier way to confuse someone than to give them several directions at once. If you add a call-to-action to your landing page (and you should) choose ONE. Ask visitors to call you. Or ask them to click to another page for more information. Decide what is most important to you and make that the singular focus of your call-to-action.

Do you have other tips and tricks that have worked for your landing pages? Share them with us!

Eden Advertising & Interactive is a digital and interactive optimization agency in Toronto that specializes in search engine advertising and online user experience. Interested in creating a search engine marketing campaign for your website? Contact Eden Advertising & Interactive at 1-800-844-0106.