Google Adwords Landing Page Design

Attracting visitors to your website is nowhere near as hard as converting those visitors to sales - or at least to sales leads.

A carefully crafted landing page should increase your chances dramatically - perhaps even doubling your current conversion rate.

If a visitor clicks an ad for a specific product or service, and they are confronted by a mass of links, text, imagery, and unrelated information, the chances are they will hit the back button almost immediately.

What is the purpose of your landing page?

After arriving at your website from a specific ad, you want a visitor to either register for more information, or make a purchase very soon after arriving. This is by definition a "conversion".

The landing page needs to convince visitors to either convert, or at least stay a while so you have more opportunity to convert them (to a sale or lead).

Some points a visitor considers almost straight after landing on your page are:

• Have I arrived at the right website?
• Should I leave now or continue?
• Can I trust this business?
• Will this be quick or waste my time?

After your landing page has (hopefully) addressed these obstacles, it then has to convince the visitor that what you are selling is what they want.

Page elements

Your copywriting and other page elements are very important and now come into play.

Selling points of your product or service should be clearly visible "above the fold" (in view as soon as the page loads), and further product information should be available further down the page if appropriate.

Other elements to consider are:

• Graphics and media content (video, audio, imagery etc.)
• Previous customer testimonials

Don't weigh your page down with irrelevant or distracting page elements. Don't forget anyone looking at this page has already viewed your ad, and they are interested in your product.

If your ad is a text based "Sponsored Link" (eg, Google Adwords), make sure the ad heading is obvious on your landing page. Alternatively, if your ad is graphical or video based, ensure the creative is the same or similar on the landing page.

Landing page management

In order for you to manage your landing page, there are some important steps you should take:

You should be able ascertain if it works for you. To do that, you first need to define what you want to achieve with your page. This may be as simple as signing up for more information or a newsletter, to an immediate sale of a product - or service.

Ascertain what people are actually looking for (as opposed to guessing what they look for) and target those searches. It is very important that you landing page stays true to this target - if you are selling subwoofers in your ad, make sure that you page doesn't start off with iPod speakers.

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