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High-Converting PPC Landing Page Design Template

When it comes to running successful Google Ads campaigns, many factors come into play. From choosing the right keywords and targeting the right audience to creating compelling ad copy and setting the right budget, numerous elements need to be carefully considered.

However, even if you have mastered the art of structuring your campaigns, there is still one crucial aspect that can make or break your success – your PPC landing page!

What is a PPC landing page?

A PPC landing page is a standalone web page that is specifically designed to convert visitors into leads or customers. It is the first page that a user sees after clicking on your ad, and it plays a crucial role in determining whether they will take the desired action or simply leave your website. In other words, your landing page is the bridge between your ad and your conversion goal.

In this article, we will be focusing on how to build a high-converting PPC landing page for a lead generation website. We will delve into the key components of a successful landing page and provide you with valuable insights on how to optimize each element for maximum conversions.

PPC Landing Page Design Template

First and foremost, it is important to understand that a landing page for a lead generation website is not the same as a regular website page. While a website page may have multiple goals and objectives, a landing page has only one: capturing the details of potential customers. This means that every element on the page should be strategically designed to guide the user towards completing the desired action.

So, let’s dive into the key components of what makes a landing page a, well…, GREAT landing page.

PPC landing page wireframe
  1. Headline
    The headline is the first thing that a user sees when they land on your page. It should be attention-grabbing, relevant to your ad and clearly communicate the value proposition of your offer. A strong headline can make or break your landing page, so it is important to spend time crafting a compelling one. Often, using your main Google Ads keywords in your header will boost the performance of the page as it increases the relevancy.
  2. Trust Indicators
    Similar to social proof, trust indicators such as security badges or money-back guarantees can help alleviate any concerns or doubts that users may have about your offer. This can help to increase their confidence in taking the desired action.
  3. Top menu
    A big difference with a “normal” page on your website is that there’s no top menu and the page is primarily optimised towards conversions.
  4. Phone number
    If a phone number is applicable to your business, you can decide to add this to the top of the page.
  5. Form
    The form is where the user enters their information, such as name, email address, and phone number. It is important to keep the form simple and only ask for essential information. The more fields you have, the less likely users are to complete the form. So only ask for the details that you need to follow up on their enquiry.
  6. Unique Selling Points
    Why would someone choose your business? Let them know with some Unique Selling Points.
  7. Social Proof
    Including social proof, such as customer testimonials or reviews, can help to build trust and credibility with potential customers. It shows that others have had a positive experience with your product or service, making it more likely for new users to convert.
  8. Call-to-Action (CTA)
    The CTA is the most important element on your landing page as it directly prompts the user to take action. It should be clear, concise and stand out on the page. Use action-oriented words and phrases such as “Sign Up Now” or “Get Your Free Trial” to create a sense of urgency and encourage conversions.

Extra: Images and Videos

Visuals are a powerful tool in capturing the attention of users and conveying your message. Use high-quality images or videos that are relevant to your offer and help to showcase its value.

Now, let’s break this down into each of the sections of the page.

We will be strip down the page piece-by-piece to give you a better understanding of how the page is built up. You will notice that there are some key changes compared to a normal website page.

1. Clean up the top of the page

Screenshot of top menu section of landing page template.

Notice anything different with the top of the page?

Normally it contains a top menu with links to your most important pages.

It’s fine to let people browse around your site, however when you are paying a few $$ for a click you want the details of your website.

You should look at your PPC campaigns as a funnel with multiple steps:

  1. Impression: people see your ad.
  2. Click: people click on your ad.
  3. Lead: visitors fill in your contact form.

By not “allowing” them to browse around your site you will increase your chances to convert your visitor into a lead. After all, what other option do they have? They can either bounce or become a lead. There is no other option for them.

If your business is taking phone calls, you can also add your business number to the top right corner. Make sure you track your phone calls.

2. Capture people’s attention in the header section

Screenshot of header section of landing page template.

Now, the header section is the most important part of your landing page. Everything on your header will be “above the fold”, so visitors won’t have to scroll to see whatever is on here. It’s your first chance to make them convert into a lead.

It contains your header text, which is likely the first thing your visitors will read.

If you are using your PPC landing pages for Google Ads (or Bing Ads), you want to make sure your header text is relevant to the search query people typed in before landing on this page.

Some landing page tools (including Instapage) even allow you to use dynamic keyword insertion. This means that if people type in “graphic design freelancer”, you can build a headline that will say “Need a graphic design freelancer?”.

The key is to make this headline as relevant as possible to the search query people typed in. It will have a positive impact on the Quality Score of your campaigns, and it will increase the conversion rate of your landing page as well.

Now, the second part of the header section is the contact form. This is what you want your visitors to fill in. So you will have to use a strong call-to-action (CTA) and make this part really stand out.

It is also recommended to keep the number of fields as minimal as possible. The more fields people have to fill in, the bigger the likelihood that they will drop off.

3. Explain why you are the best choice with your unique selling points

Screenshot of usp section of landing page template.

Now, once people scroll down the page you probably didn’t convince them straight away to give you their details.

Don’t worry, there is nothing lost here yet. The next few sections are all about convincing them to give you their details anyway.

The first part is to mention some Unique Selling Points (USP’s). Now, surely your product or service is awesome and there are a lot of things that make it better than your competitors.

However, try to keep it short and sweet. You only want to add somewhere between 3 and 6 USP’s. Don’t overflow your visitors with too much information. Give a short headline for each of your USPs, with maybe a short description.

Remember, people are somehow lazy. They don’t like to read too much, so you would want to present this bullet point style.

4. Gain trust with some client testimonials

Screenshot of testimonial section of landing page template.

Let’s give those visitors a few more reasons to convert.

If you haven’t convinced them of what you think of your product, let’s use the words of your previous customers.

I’m talking names and numbers. Put in their name, function and company name down. Heck, you might even want to add a bunch of client logos here to show how successful you are.

Or if you have been published or mentioned by one of the big media companies, here is the place to brag about it.

5. Round it up with a final call-to-action

Screenshot of cta section of landing page template.

It might sound a bit overreacting, but all of a sudden we are all the way down the bottom of the page.

Remember, people are lazy and even if you have convinced them by now, they have to scroll all the way up again. Let’s make it easy for them, by adding one final call-to-action.

Once they press the button they get sent to the top of the page again, right where the contact form is.

Additional PPC landing page tips

In today’s digital age, businesses of all sizes and industries are utilizing pay-per-click (PPC) advertising to reach their target audience and drive conversions. However, with the ever-evolving landscape of online marketing, it can be challenging to determine the best approach for your specific business. What works for one company may not necessarily work for another, as each business has its unique goals, target audience, and offerings.

That’s why it’s crucial to understand that while there is no one-size-fits-all solution, there are certain best practices that can apply to most businesses when it comes to creating effective landing pages for PPC campaigns.

  1. Relevancy: first and foremost, it’s essential to ensure that your landing page is relevant to the audience you are targeting with your PPC campaigns. This means understanding your target audience’s demographics, interests, and pain points, and tailoring your landing page content and design accordingly. For example, if you are targeting a younger demographic, your landing page may need to have a more modern and visually appealing design, while an older audience may respond better to a more traditional layout.
  2. Clear CTA: another crucial aspect of creating an effective PPC landing page is to focus on one primary goal. This goal should align with the purpose of your PPC campaign, whether it’s to generate leads, drive sales, or increase brand awareness. By having a clear and singular goal, you can eliminate any distractions on your landing page and guide your audience towards taking the desired action. For instance, if your goal is lead generation, your landing page should have a clear call-to-action (CTA) that prompts visitors to fill out a form or contact you for more information.
  3. Value proposition: in addition to a clear CTA, it’s also essential to include unique selling propositions (USPs) and testimonials on your landing page. USPs are what sets your business apart from competitors and can help convince visitors to choose your product or service. Testimonials, on the other hand, provide social proof and build trust with potential customers. By including these elements on your landing page, you can address any objections or doubts that visitors may have and increase the chances of conversion.
  4. Testing and optimizing: as with any aspect of digital marketing, it’s crucial to continuously test and optimize your landing pages to find what works best for your business. A/B testing, also known as split testing, involves creating two versions of a landing page with slight variations and measuring which one performs better. This can include testing different headlines, images, CTAs, or layouts. By regularly testing and analyzing the results, you can make data-driven decisions and improve the effectiveness of your landing pages over time.

Conclusion

In conclusion, creating an effective landing page for your PPC campaigns requires a combination of understanding your target audience, having a clear goal, and continuously testing and optimizing. By following these best practices, you can increase the chances of converting your PPC traffic into leads or customers. Remember, your landing page is often the first impression that potential customers have of your business, so it’s crucial to make it relevant, focused, and persuasive. With these tips in mind, you can create a high-converting landing page that drives the success of your PPC campaigns.

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By Jeroen

Having worked as a PPC freelancer for many years, Jeroen helps businesses to get more results out of their online advertising budgets.

He is the founder of Vazooky Digital, a Google Ads agency in Sydney, Australia.

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