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Anyone that’s been in this industry long enough knows a good landing page can make or a break a campaign. Imagine a scenario where you’re advertising on a traffic source such as Facebook hoping to profit. However the same couple have a much higher chance of buying that vehicle if they get talked to by a good car salesmen. Breaking even is a good thing because I know I can split test ads, make my landing page better, test more offers, get a higher payout on the offer, etc. The key to knowing when to and when not to is to think about how much action to they have to take, and how much information do they have to give up. I see a lot of competitors out there that direct link some campaigns and probably would benefit more if they had a landing page.
Do you have any campaigns where it took you a ridiculous amount of testing to finally get profitable?
I’m running 2 campaigns on adcenter ppc right now and both are getting closer to breakeven but this is 5 ads later and I could use some motivation.
A lot of the guys that run that kind of stuff have it approved by lawyers that specialize in that area of law, and feature legit testimonials and pictures. Heatmap doesn’t work when I implement it on each of my LP and traffic is sent to the rotator script. Now that we’ve covered the fundamental pre-landing page questions, let’s discuss how you can make awesome, persuasive landing pages. Interior design books will often suggest different colors for various rooms and moods – energizing red for a dining room to inspire dynamic conversation, yellow for a cheerful, relaxed kitchen. We’ve got some examples of great landing pages to better illustrate what makes a successful landing page that drives conversions. Short Stack helps companies organize and manage Facebook promotions and other custom Facebook content. Kiss Metrics has a custom landing page for visitors interested in their marketing tools bundle. Social Sprout (featured in our guide to social media management tools) is another example of a powerful landing page. With software similar to Social Sprout, HootSuite is another website that has a strong landing page, although takes a different approach. Pinterest’s approach is different in that they don’t spend much time explaining what Pinterest is, since they can assume most people have already heard of them. Airbnb makes it easy to rent homes or rooms from people all over the world amidst an increasingly share-oriented economy. Really great article - exactly the kind of quality, in-depth coverage I was looking for as a newbie.
This is probably my first comment ever, but I wanted to thank the author for an amazing article.
This article was really great thank you very much.It made me re look at my landing page for my small business with great success. Great insight!I guess providing visitors an awesome offer and creating an outstanding CTA that will make them choose itare the key elements that should be done flawlessly.
Hey John, quite a few of these tips actually deal specifically with landing page copy and deciding how much is too much. I've felt in the past that landing pages were a waste of time but I appreciate your insight here.
Hello, I am going to design my business website, You gave me a lot of new ideas so I canimplement those points in my website. You're welcome Dinesh - I like the wild animal analogy as well :) Very appropriate I think.
Hello, I am making some landing sites for a site, and I was wondering what sites you suggest to make them, and how much do you estimate making a landing page would cost. Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence.
To extend the message by applying an additional persuasive message to support the primary one.
If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong.
As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. It’s common practice on long landing pages, to repeat your call-to-action in several places. This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view. You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about.
Your hero shot should dominate the page, making it immediately clear what the page is about.
People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor. Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable.
To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page.
On your landing pages, the call-to-action represents the tipping point between bounce and conversion. Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario.
Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration. A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked.
There are lots of incentives you can give away to prospects in exchange for their personal data. A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide.
Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages. Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. Once you’ve got the click and the prospect is off the SERP and on your site, you’re tantalizingly close to sealing the deal – but without a clean, well-designed, relevant, and persuasive landing page, you can lose them as fast as you got them. Building Landing Pages is Hard: Generally you need Web development resources plus a graphic designer and a hosting environment in order to set up PPC landing pages.
Most Landing Pages Suck: Earlier this year we looked at the landing pages of several hundred small businesses — it wasn’t pretty.
You Can’t Build Landing Pages in AdWords: Even though you need landing pages to complete the PPC puzzle, Google doesn’t help you build them. We’ve been listening to our clients’ questions about landing pages and taking note of their pain points. Landing Pages & Leads is a set of tools to help advertisers close the PPC loop, going all the way from keyword to click to conversion. It’s Complete: PPC Advisor is now a start-to-finish PPC management solution, with all the tools you need to get started in PPC and then cross the finish line. There are so many potential bottlenecks in landing page creation and landing page optimization. Landing Pages & Leads includes a Landing Page Builder that walks you through the process of creating a well-designed, conversion-optimized landing page. The first step is to choose your landing page’s theme, which will define the look and feel of your landing page. Your headline will do most of the work, so focus on writing a strong headline – it’s the only part some visitors will read!
Use bullet lists, bold text and other visual cues that tell readers what information is most important. Along with the headline, the form is one of the most important levers on your landing page. Choose the fields you want to include and which fields will be required, including standard fields (like name, email, phone number, job title, website, etc.) and custom fields (such as text fields, dropdown menus and checkboxes – see below).


Choose a call to action for your form button – tell users what they’ll get when they complete the form! Once you’ve completed the setup process, you can save your new landing page as a draft, preview it, or publish it with one click.
Now you’ve got a conversion-ready landing page, without having to drag in developers or graphic designers!
We’ve analyzed thousands of AdWords accounts, representing over $2.5 billion in total spend, through our free AdWords Performance Grader. Get detailed lead tracking information for deep insight into which keywords and landing pages are driving the best results for your business. Major efficiency: The wizard-like interface drastically cuts down on the time it takes to design and publish new landing pages for your PPC campaigns. Baked-in best practices: Our tools make sure you’re following best practices for PPC landing pages, which means you’ll get more form completes, more measurable results, and better Quality Scores. So you really did an amazing job creating a tool that will create and manage landing pages. Case in point, we took over a PPC campaign for a client from a company that specializes in PPC. I would say your tool definitely seems to make things easier but I'd have to say from experience that building a landing page when you already have existing pages isn't that hard! The wordstreams landing page builder tool looks great, it must have taken ages to put together.
Larry-- love it!What if our goal is to drive calls?A lot of local businesses (roofing, personal injury attorney, mold remediation, and such) care more about calls than form completions.Do you integrate with call tracking solutions so we can get cost per call by keyword? Elements of Design is a different type of web design gallery which focuses on individual aspects of web design such as menus, footers, search boxes, login forms, and more. If you could do one thing to dramatically improve your marketing ROI today, it would be to use landing pages on your website.
A landing page is a website page that allows you to capture a visitor's information through a lead form. Too many companies send their advertising, email, or social media traffic to their homepage. For example, imagine you have a Google AdWords PPC ad running for one of your best keywords. If you're working hard to drive traffic to your website, don't make the mistake of not capturing that traffic as leads. I’ve seen stale niches become hot overnight because someone came out with a new angle on their landing page.
You’ll do this through an affiliate link so you can get credit for any sales you generate. The point of a landing page is they help increase the visitor’s desire to complete the actions you want. I send $100 worth of clicks at a $.20 cost per click (500 clicks) that goes to my landing page.
Someone that has to pull out their credit card to complete the action will need a landing page. Imagine you have a new niche with several countries and you don’t know which country to start.
I usually keep testing if it’s a niche I know a lot of people are making money on, and the volume potential is worth it. I read that the FTC came down hard on flogs (fake blogs) a while back, but I still see them around (so it seems they still work, but are risky).
However, it does work when it is implemented on just 1 LP and traffic is sent only to that LP. A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad).
A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor. We just discussed how you don’t want to information-smother visitors, but this isn’t to say you should be cheap with your content – on the contrary, provide rich, useful content, so long as it is relevant.
The goal is to make it as easy as possible for visitors to convert, providing as little distance and as few barriers as possible between points A and B.
Information architecture comes into play here, as it’s important for a landing page to have a clear, crisp design that leaves all questions answered without inspiring any new ones. Call to actions can be present in the headline text as well as the button text (example: “submit” vs.
Don’t bore the visitor by talking too much about yourself (this rule can apply to so many areas of life).
Video landing pages can make complex products more accessible and entertain your visitors at the same time. It’s absolutely vital that you visitors can capture the essence of your offer with a quick glance.
Bright, eye-catching images make for a more attractive page and a better user experience overall. Great landing pages use the same keywords from the PPC ad text – the connection should be obvious and the continuity reassures visitors that they’re on the right path. The more fields you ask visitors to fill out in your form, the less chance you have of them completing your offer. Many people are more than happy to post about a recent purchase or share a resource they have found helpful. The thank-you page is a great way to guide visitors to other related material on your website that they may be interested in. Trust signals, like logos of well-known companies you’ve done business with, awards you’ve won, and associations you are a member of, build trust in the mind of the visitor. It sounds crazy but it’s true – your page visitors are frantic creatures looking for a quick and easy meal.
At WordStream we talk a lot about the importance of conversion tracking, and it’s one of the best practices we advocate in our new Landing Page Grader.
Instead, a different example of Pinterest’s value is shown with each visit to the site, with a broader explanation of Pinterest (find and save all the things that inspire you) that sits below the main headline. Because if there is an irresistable offer going with an attractive "push" to accept this offer there will be no doubt to choose it. The general rule is you only want to provide the key bits of copy and info that will help visitors convert and nothing extra. Today we’re going to take a look at the different landing page elements that go together to build your pages. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place.
An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.
A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision. It’s purely a label intended to keep you focused on this page element when designing your page. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples.
Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”.
The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates. There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). Even if you get your keywords, ads and bids right in your AdWords campaigns, it will be hard to realize great ROI through PPC without a landing page strategy. We also provide a ready-to-use hosting environment while still enabling you to publish to your own subdomain.
It’s an intuitive, point-and-click interface with a preview on the right, so you’ll be able to see what your landing page looks like as you build it.
The goal of this copy is to paint a compelling picture of your offering so that your prospect wants to complete your desired action. After all, you don’t want them reading your short story, you want them to fill out the form. You can upload an asset, such as a white paper, and paste in your conversion code so you can track form completions.
Landing Pages & Leads helps ensure that you’re in a position both to get more leads and to understand why and how you got them! This is key for your overall success, because a greater number of more specific, targeted landing pages will greatly increase your conversion rates. Landing pages are one stop solution now to promote your multiple products world wide and make your customers reach out to you as well !
The problem is how time consuming you mention it is to make sure you're doing everything you need to be doing to make sure your landing page is what it needs to be to get your ad relevancy and landing page marks up!
Their goal is to convert the traffic that these campaigns send — this may include subscribing to a service, buying a product, or making a request for more information.


The web design galleries are designed to be easy to scan with minimal clicking — making it easy to find inspiration or see what design patterns exist for a range of common web design elements.
A good landing page will be targeted to a particular stream of traffic - say from an email campaign advertising a particular whitepaper - and, because it is targeted, and because it has an interesting offer behind a lead capture form, you will convert a higher percentage of your website visitors into leads with which you can follow up.
Even if you advertise how great your company is (a boring offer for any company) and someone (amazingly) clicks through on that ad, do you want to send them to your homepage? First and foremost, if you have a valuable offer, your visitors will give up their contact information in exchange for your offer. The longer your landing page and form, the more friction you add to the lead conversion process.
As many best practices as you may read about online, your landing page can always use more testing and improvement. You are using an outdated browser, we recommend you upgrade your browser for a better and safer experience.
I am like Ric Flair, I will use every trick I can in the book to increase conversion rates (Whhhhhhoooooooo!!!!). I’m going to keep things as simple as possible since I have a lot of beginners that read. I know from tons of experience that I could create a landing page for that eHarmony offer and it would do better than direct linking.
I use a strategy I call Minimum Viable Campaigns where I test the ideas with direct linking before I really invest my time. If I had a $500 budget I would set a $50 budget for each campaign and direct link them all. Inexperienced marketers often direct all of their PPC traffic to their homepage, but this can be a big mistake. Really it’s three questions: Who am I competing against, how are they succeeding, and how can I copy their success? Consider changing your message depending on where your users come from – a different message might be appropriate for users who arrived at your landing page coming from Google vs. Provide the essential info that will interest your audience and nothing more (check out this post for some landing page inspiration). Navigation should be obvious and simple, all required information should be provided, and nothing should come between the visitor and the conversion (aka no pop ups!) If at all possible, visitors should be able to convert in one click. Using the word “you” makes your copy feel personal to visitors and allows for intimate conversation. Make sure your offer is enticing enough to users and that it is something they actually desire.
It’s estimated that you have about 8 seconds to convince users to stay on your page, so value proposition needs to be quick and convincing.
Why is it that an attractive man can hit it off with a woman using the same line that might dub a less aesthetically pleasing guy a “creeper?” The truth is that, despite what we teach children, appearance alters perception.
If your conversion requires a form, get the bare minimum of what you need – you can always ask for more info on the thank you page once the deed is done. Many marketers claim that certain button colors like green or red increase landing page conversions, but ultimately you want to focus on the contrast of the button color in relation to your background color.
Adding share buttons increases your chances of getting your content shared across the social space, and great landing pages make generous use of these buttons.
Virtual word-of-mouth comes in the form of Likes, +1s, and online customer testimonials (preferably from trusted sources like big brand names).
Providing this added info in the initial landing page would have been distracting and could have led visitors away from making a conversion. A great landing page puts its best foot forward to comfort and reassure visitors so they can convert with confidence. An excellent landing page is built like a bullet, so get out your stop watch and get your landing page moving at a healthy clip.
They key is to make your page easily scanable with your main point in your headline while using sub headings, bullet points, and various fonts and colors to indicate information hierarchy. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.
Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. This new toolset aims to make landing page creation, management, and analysis easy and attainable for small businesses, busy advertisers and PPC agencies. This gaping hole in PPC protocol means that those advertisers have no idea what’s working and what isn’t.
With PPC Advisor, you can do all your PPC stuff in one place, including landing page creation and management. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page. If you send someone to this page and they fill out all the information, you get $5 or whatever. Using our scenario, someone clicks your ad on Facebook and then they immediately go to the eHarmony page.
If you don’t know, then you have to test direct linking vs a landing page and see for yourself.
Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need. Imitation is the sincerest form of flattery, so if your competitors are doing something that works, you should go ahead and follow likewise. As silly as that sounds, it’s true to some degree – the better you understand your audience, the more you can cater to their wants and needs. The goal is to funnel visitors down a desired pathway, and if links serve as points of departure from the funnel, they should be used sparingly.
Let every additional click weigh on your conscience like a heart beating beneath a floorboard. There should be no question as to what next steps are necessary – tell your visitors exactly what you want them to do in big, bold text. The word “imagine” encourages readers to visualize using your product and increases desire.
When building a landing page, make it easy to scan by highlighting your main point in the headline while using sub headings and bullet points for added info. You can go the obvious route with arrows, or try something more subtle such as making a bright button the focal point of the page.
And don’t send them to a generic page and make them search for the product they were looking for.
While most users don’t have a problem providing their name and email address, asking for info about phone numbers and date of birth can cause your drop off rate to skyrocket to 50%. It’s also smart to add social buttons to the thank you page, since users will be more likely to share your great offer with others after they’ve signed up themselves. If your business has received some shinning compliments in the past, be sure to showcase them. However, now that you’ve sealed the deal, the thank-you page is the perfect place to suggest related products, guides and information your audience may find helpful, or links to other parts of your site, such as your company blog. Reduce load times by not making your images files any larger than they have to be, using cache tools, and using a speedy web host (some are a lot faster than other). There is definetly a lot to consider, and you can see in some of the examples towards the end that many brands choose to focus on some strategies while ignoring others.
I've read about what makes a good landing page in theory but have had a hard time actually visualizing how they can look. As a result, less than half of advertisers had conversion tracking set up, and about a third of them were just sending traffic to the home page. How can I promise results to my clients when I’m not in control of their websites?) These tools remove as many of those bottlenecks as possible, getting the landing page part of the PPC equation done fast and done right.
Limit the number of exits from your landing page so that your visitors are focused on filling out your form. Unless you know who your ideal customers are, it will be very difficult to write persuasive copy in the voice of the customer. Businesses with more landing pages (30+) generate 7x more leads than those with only a handful, so there’s no denying their value. For Kajabi, changing their button text from “See Plans and Pricing” to “Get Started Today” increased conversions by 252%!
The rule of thumb is not to include more than seven fields in your lead gen form on your landing page. As an added bonus, showing your “likes” and follows can also serve as a word-of-mouth endorsement. Once you figure out what you want the visitor to do, make it easier for them to do just that.
Ideally you want a tailored landing page for each ad group, but that’s a pretty hefty operation, so start where you can. As Jakob Nielsen notes, your page visitors are wild, frantic animals looking for a quick meal, so serve it up fast!
Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.



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