No matter what your business goals are if you’re running a pay-per-click (PPC) campaign, you need to be focused on one thing and one thing only: conversion. A PPC landing page is the key to driving conversions from your PPC ads, and in this post, we’ll show you how to create one that actually converts.
What is a PPC Landing Page?
A PPC landing page is a standalone web page that’s been designed specifically for the purpose of driving conversions from your PPC ads. Unlike your website’s home page or other pages on your site, a PPC landing page is devoted solely to helping visitors complete a specific conversion goal, whether that’s signing up for a newsletter, downloading a white paper, or making a purchase.
Why Do You Need a PPC Landing Page?
Your website’s home page might be beautifully designed and full of useful information, but that doesn’t mean it’s optimized for conversion. In fact, most home pages are so overloaded with links, navigation options, and CTAs that they’re actually pretty terrible at converting visitors.
On the other hand, because a PPC landing page is focused on just one conversion goal, it can be much more effective at driving conversions than your home page or other pages on your site. In addition, because you’re paying for each click on your PPC ad, you want to make sure that as many of those clicks as possible result in conversions. A well-designed PPC landing page will help you do just that.
How to Create a High-Converting PPC Landing Page?
Now that we’ve answered the question “what is a PPC landing page?” let’s take a look at how you can create one that actually converts. Here are five crucial elements of any high-converting PPC landing page:
1. A Compelling Headline
The headline is perhaps the most important element on your entire PPC landing page because it’s what will first capture visitors’ attention and persuade them to stay on your page long enough to convert. Your headline should be clear, direct, and benefit-focused—in other words, it should explain exactly what visitors will get by converting and make them want to convert right away.
2. A Subheading
The subheading should provide additional detail about what visitors can expect by converting and reinforcing the value proposition introduced in the headline. Together, the headline and subheading should give visitors a very clear idea of what they’ll get by completing your desired conversion goal.
3. A Concise and Compelling Copy
Your copy should further explain what visitors will get by converting and provide any additional information they need in order to make an informed decision about whether or not to convert. At this point, visitors should have no doubts about what they’ll receive by completing your desired conversion goal—if they do have doubts, they’re likely to abandon your PPC landing page without converting.
4. A Strong CTA
The CTA (call-to-action) is arguably the most important element on your entire website because it tells visitors exactly what you want them to do next—and if it’s not effective, all of your other efforts will have been for nothing. Your CTA should be clear (use forceful verbs like “download,” “Subscribe,” or “buy”), benefit-focused (explain what visitors will get by completing the CTA), and contrasting (use a color that stands out from the rest of your design).
5. An Eye-Catching Design
A great design will help capture visitors’ attention and keep them engaged with your content long enough to convert—plus, it can also help establish trust and credibility (more on that below). When designing your PPC landing page, keep things simple; use plenty of white space so that visitor’s eyes don’t get overwhelmed or lost, use easily digestible content blocks so that visitors can quickly scan through your copy looking for relevant information, and include images and videos sparingly so that they complement rather than distract from your copy.
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Conclusion: PPC Landing Page That Converts
Creating an effective pay-per-click (PPC) campaign starts with creating a high-converting landing page—a standalone web page devoted solely to helping visitors complete a specific conversion goal like signing up for a newsletter or making a purchase.
And while there’s no magic formula for creating the perfect PPC landing every time—the best way to create one tailored
specifically for YOUR business is trial and error—there are certain elements that every high-converting landing page has in
common: compelling headlines and subheadings; concise yet Benefits focused copy; strong Call To Actions; eye-catching designs;
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