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Conversion Rate Optimisation, Google Ads
Structuring your Google Ads campaigns the right way is only one part of the puzzle.

After you get more relevant visitors on your website, the next step is to get them to convert. Your landing page is the most important part of this. By building a PPC specific landing page you can really focus on that one goal: getting the details of your potential customer.

In this article, we will be focussing on how to build a high-converting landing page for a lead generation website.

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


Tip: Use a landing page tool


First of all, this article will give you a canvas for your first landing page. Every business and industry is different. So although this article will be following best practice and my personal experience, it doesn’t necessarily mean it is the best page for you.


As with everything in digital marketing, the key is testing. Eventually, you want to build multiple landing pages and A/B test them to find out which one performs the best.


Unless you have mad web development skills or access to them, it might be handy to use tool to build these. There are a lot of great landing page tools out there, which are often very easy to implement on your website.


For this article, we will be using an updated template from Instapage and break this down into the different sections.


Top of the page

Screenshot of top menu section of landing page template.

Noticed 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 changes 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.


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 change 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.


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 USP’s, 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.


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 by 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 logo’s 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.


The 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 aaaaalllll 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 send to the top of the page again, right where the contact form is.


Key takeaways


As mentioned, every business is different and what works for one might not work for the other.


However, there are certain best practices that will apply for most businesses:

  • Make sure your landing page is relevant to the audience that you are targeting with your PPC campaigns.

  • Focus your landing page around one goal. For a lead generation website, this is to generate a lead. Remove all other distractions.

  • Add USP’s and testimonials to convince people to give you their details.

  • Start A/B testing your landing pages to find out what works best for your business.

    Hope this helps creating your first landing page!

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