Landing page optimization is something that is one of the most important aspects of running a successful ad campaign. This is more of an art mixed with psychology and behavioral science. It is a process of constant testing and tweaking. So to make sure that you set thing up right the first time we want to go through some of the main aspects that you must know right from the start.
This is where a lot of companies get it right from the start. They try to send a potential buyer or client to the main page of their website. This is a big no no. The process sounds really hard to have a landing page for every keyword in your online campaign. That sounds like a lot of work. But the best thing to do is make sure first that you are using a CMS. The reason is because you can have a lot of general content that is the same and then change some of the main details to really focus on that keyword. What I mean by this is making sure the Title tag is unique to that keyword, the H1 is unique to that keyword and believe it or not the meta description and meta keywords. Matt Cutts recently came out and announced that they haven’t been using Meta data in their algorithm for a while now to rank sites in the search engines. That is fine for regular SEO but not for PPC. You want to include as much information about that keyword that you can. Better to be safe than sorry.
Be Specific on What You Want
Don’t try to send someone to a page that has a bunch of different offers to choose from. You want to have one goal per page and one goal only. Make sure that you only try to offer a sign up for a newsletter or try to sell one product. You want to work this lead into a funnel and if you give them many options it will not work out the way you plan.
Credibility Is Key
If you were featured on Oprah or something make sure that is above the fold for sure. This is extremely important. You don’t want to leave out a way to build trust if it is possible. Always make sure that it is above the fold usually in the top righthand corner if possible. If you don’t have something that credible to display have a link out to a association that you are apart of this helps for Google and for potential buyers. They like this. You can also have testimonials listed here. Put them in the sidebar where it can be seen all the way down the page
Google wants to know what you are going to do with their clients information. And yes Google searchers are Google’s clients. At least this is the way they think of it so make sure that you are laying out in detail how you intend to use their information.
Have a professional looking page
If you are trying to get someone to give you their money you need to make them feel comfortable. You can do this by making a site that looks like it wasn’t designed by a teenager. Video helps a lot if this is a possible option for your company.