Landing Pages

Creating a Successful Landing Page

What is a Landing Page?

A landing page is the page that a user reaches when he clicks on your ad. In Google Adwords, the landing page (the “destination URL”) does not have to be the URL that is displayed in the ad.  That will often be your homepage or a major sub-section of your site, whereas the landing page might be a page that is only accessible by clicking through from an ad. It is recommended to send the user to a landing page that has the greatest potential for profit, corresponding to what the user is searching for. For example, if the surfer is looking for laptops, and we have a site that sells computers, we should send him directly to the page that deals with laptops and not to the homepage, or he is likely to get lost and not buy.

• A landing page should turn a visitor into a customer.
• A landing page must provide all the information that the surfer needs in order to decide to take the action that you want him to take.
• A landing page should have a call to action – tell the surfer what you want him to do.
• The page must be short and sweet and include only the necessary information in order to decide on the performance of the desired action. This means that sometimes there will be a need to create multiple landing pages – for every product, or for every area – in order to achieve maximal results.
• Directly display all details for the desired action (e.g. making a purchase, sending contact information, contacting by telephone).
• It is important to create trust and to give the feeling that behind the page there is someone reliable.

Tips for Creating a Landing Page

• A form for filling out personal information should be short (without extraneous requests, like gender or age) and without required fields (e.g. do not force the user to give his e-mail address if it is not critical and his phone number would be enough, or vice versa).
• Have a prominent title with a direct connection to the title or the content of the ad.
• Find the best balance between a landing page that is not too long and a landing page that contains all the necessary information for the performance of the desired action.
• It is worth including a telephone number and possibly even an address in order to create trust.
• It is highly recommended to include a personal picture.
• Usability testing – show your landing pages to other people and have them give you feedback.  Is it clear enough?  Compelling enough?