A landing page is a standalone web page specifically designed for a marketing or advertising campaign. When someone clicks on a Google Ad or Facebook Ad for instance, they are directed to this page. Its primary purpose is to focus on a specific goal or call to action (CTA), such as encouraging a visitor to sign up for a newsletter, buy a product, or register for a webinar. A well-designed landing page is crucial for converting ad clicks into desired actions, making it a key element in the effectiveness.
Can landing pages be part of your existing website?
Yes, landing pages can be part of your existing website. They are often created as separate pages within the website's domain (e.g. https://your-website.com/ad/the-page), designed specifically for the goals of a particular advertising campaign. These pages are distinct from your main website's homepage or other navigation pages, focusing solely on the campaign's message and call to action to maximise conversion rates. While they are integrated into your website, they typically have a unique layout and content tailored to the audience targeted by the Ads campaign you are running.
What makes up an effective landing page?
There are a number of things that go into making an effective Landing Page and most of which are listed below. It is always good practice to test landing pages making tweaks and then monitoring for a period of time to see if those changes are more effective in bringing in more conversions:
Clear and Relevant Headline - The headline should instantly convey the value of your offer and match the message in your ad.
Compelling Copy - Use concise, persuasive language that highlights the benefits of your product or service and addresses the needs of your target audience.
Strong Call to Action (CTA) - A clear CTA button or link that stands out visually and encourages visitors to take the desired action, like 'Buy Now', 'Sign Up', or 'Learn More'.
Focused Content - Keep content relevant to the ad that brought the visitor there. Avoid unrelated information or links that could distract from the main objective.
Visually Appealing Design - Use high-quality images or videos, and a design that aligns with your brand, is visually appealing, and draws attention to the CTA.
User-Friendly Layout - Ensure the page is easy to navigate, loads quickly, and is mobile-responsive, as many users access websites through mobile devices.
Trust Signals - Include elements like customer testimonials, trust badges, or security seals to build credibility and trust with visitors.
Optimisation for Conversion - Implement tools for tracking and analysing user behaviour to continuously test and optimise the page for higher conversion rates. Things like A/B testing really help with this kind of thing.
How does Google decide if a landing page is good or not?
Google evaluates the quality of a landing page primarily through the pages relevance and user experience, impacting your ad's Quality Score and Ad Rank. Here's how Google assesses landing page quality:
Relevance & Content - Google checks if your landing page content is relevant to your ad and keywords. The more aligned your ad, keywords, and also landing page content are, the better the user experience and the higher your page is rated.
Transparency & Trustworthiness - Your page should clearly represent your business and offer, disclosing necessary information about your products or services. User privacy and security, such as clear privacy policies and secure transactions, also play a role in this.
Navigability & User Experience - The page should be easy to navigate, with a clear structure and no deceptive or obstructive elements. Google also (for a long while now) values mobile-friendliness and fast load times as they significantly impact user experience.
Clear & Compelling Call-to-Action (CTA) - A visible, relevant CTA is essential. It should be easy for users to understand what action they are expected to take.
Page Performance - Load time and a responsive design that works across devices are crucial. Slow-loading pages or pages that don't display correctly on mobile devices can negatively impact your rating.