How to Create Valuable Landing Pages 

A landing page is the web page that appears when a web user clicks on an advertisement. The page usually displays a call-to action message that is an extension of the advertisement or link. When engaging in pay per click (PPC) marketing campaigns, your goal should be to increase conversion rates and decrease bounce rates.

Here are 6 tips for creating a valuable landing page:   

1. Have a clear headline
Since the headline is the first thing a user sees on the landing page, it has to capture
attention. Make the headline clear, concise and direct. The headline should be a simple
statement of what the user is trying to accomplish.

2. Have a persuasive call-to-action
It is important to have a strong, influential message for the call to action. Ask yourself, from
the perspective of your user; "why would I care? What do I need to do?" You should also focus
on one objective per landing page; the content should drive your call-to-action.

3. Utilize white space
Online users do not read all the text on a website. They skim over the information for the
elements that are relevant to them. White space allows users to absorb key messages and
easily find important information. It's also a good idea to keep your content above the fold of
browser windows. This makes it easier for users to reach the page, see your message and act.

4. Avoid distracting visual elements
If photos and charts don't inspire your visitors to taking the desired action, don't include
them on the page. Every page element has to work consistently toward the same goal.
Removing standard navigation elements from the page may help encourage visitors to
complete the task instead of guiding them away. It's also possible, if it's a standalone
webpage, that it's actually hard for people to get back to it if they click away, unless they
use the back button.

5. Demonstrate trust and security
Trust, security and online reputation have a tremendous impact on conversion. Testimonials
are also part of this group. These elements generate confidence in users, which can increase
conversion rates. If they can be incorporated seamlessly into your landing page, use them.

6. Always, always test
Before launching your campaign, make sure any forms or email sign-ups are working properly
and direct users to a unique thank you page. Also see how your page looks across browsers to
ensure consistency. After launch, you can A/B test landing pages. Utilizing tools such as
Google Website Optimizer makes this form of testing easy, and more importantly, shows
powerful results. Whether you test which call-to-action copy, or different colored buttons
perform better, you can make changes to your page based on real user data.