The goal is to funnel visitors down a desired
pathway, and if links serve as points of
departure from the funnel, they should be
Businesses with more landing pages (30+) generate
7x more leads than those with only a handful, so
there’s no denying their value. Ideally you want a
tailored landing page for each ad group, but that’s
a pretty hefty operation, so start where you can.
Try beginning with one custom landing page per
campaign, and add from there for individual ad groups when resources allow.
HOW TO MAKE GREAT LANDING PAGES THAT CONVERT
Now that we’ve covered the fundamental pre-landing page questions, let’s discuss how
you can make awesome landing pages. Great landing pages…
Are short, sweet, and uncluttered. A landing page should offer all the necessary
information, but not so much as to overwhelm (and as a result, drive away) the visitor.
Provide the essential info that will interest your audience and nothing more.
Provide high-quality content that inspires conﬁdence. 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.
Conﬁdent copy inspires trust.
Have all roads lead to Rome. Great landing pages
keep careful note of all pathways entering and leaving
their page. It’s important that you limit exit points (in
this case, hyperlinks) leaving your page. 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.
Make it easy to convert. 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. The next step should always be obvious. This strategy varies depending on what your
desired conversion is. If it’s form submissions, make that form a piece of irresistible eye
candy. If it’s downloads, make a button that is begging to be clicked.
Have a ﬂawless design. 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. 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.
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Businesses with more landing pages (30+)
generate 7x more leads than those with only