Landing Page Development Tips – The 9 Key Factors

Landing Page Development Tips – The 9 Key Factors

And here you are, spending precious dollars in persuading potential customers to come to your website and over time you discover to your horror that the traffic is not converting into inquiries.

I have had numerous conversations with clients who invariably had the same story to narrate. ..."I have spent thousand of dollars over the last few months... and the end result.. No inquiries, No sales. This Google Adwords is not working for me...."

The problem is not with Google Adwords, rather, the problem is with your methodology. Specifically, the fact that your campaign is being routed to either the Home Page of your website or one of the 'product-specific' pages, which is more of an 'information provider' and not a 'hard-sell' document.

Fundamental to the development of any PPC campaign is developing a focused and persuasive landing page. Why? Because if the users are not able to quickly connect with your product/service offering and more importantly, are not ‘sold’ on the value offering, they will just click out of your site and may never return again.

Remember, you are paying for every click. So I have put down some of the most important factors that have to be taken into consideration, while developing a landing page.

1. Focused Headline – Have a clear and direct headline which serves as a point of reference for the keyword/ad copy that drove the click.
2. Value Proposition Upfront – Ensure that the visitor is able to easily grasp the value proposition, without having to scroll down the page
3. No-Frills Message - Write to deliver a clear, persuasive message, not to showcase your creativity or ability to turn a clever phrase
4. Personalize – Always write in second person – You and Your
5. Keep it Crisp – Avoid long, verbose copy. Keep it short and crisp.
6. Call to Action- Have prominent ‘call to action’ buttons with a persuasive message directly above the button
7. Remove Navigation – Yes, don’t let them meander through the site. Keep them there on that page and get them to click on that all important ‘call to action’ button.
8. Clientele, Case- Studies, Testimonials – Will always act as the vital reassurance factor
9. Value Whitespace – Do not succumb to the impulse to cram the page with information. Ensure that the page layout is simple and is easy on the eye.

I am sharing my experience gained over the development of numerous landing pages in the hope that you can benefit from our experience and make every click count.