If you run PPC marketing campaigns, landing pages are critical to your success. If your landing page sucks, you will waste a lot of money on advertising without seeing any significant conversions. Therefore it is extremely critical to get the landing pages designed properly. DO NOT use one template for all your different offers and campaigns. What works on one offer is a dead end on another. Work with a custom landing page for each and every offer.

Keep it simple, stupid. “KISS” is still working and probably always will. Don’t go overboard on your landing pages. Make sure the visitor can understand what you are offering and does not get confused. Be extremely focused on the topic and don’t waste valuable space on items that have nothing to do with your offer. Make clever use of paragraphs and bullet points. Explain why a visitor should take action.

Speaking of taking action. Offer multiple calls to action. Don’t assume the visitor knows where to go. Your landing page has several functions. One is to explain why the visitor needs your product and once convinced you need to take the visitor’s hand and guide her to the “click me to buy” button.  Use a fair mix of text links and buttons. Flash or animated GIF buttons can help to draw the attention to the “take action now” part.

Let the visitor know where she is. Provide the necessary value to gain trust. Trust is needed to get sold on your offer and to take action. If the landing page does not tell the visitor why she is on your site, she will click back to the search results. Your PPC ads needs to be continued on your landing page. This will create a chain the visitor can follow and understand. Don’t get tricky with your landing page. Don’t hijack the visitor. If the back button frightens you because you lose a visitor, your problems are much bigger than you can anticipate. It is also against most PPC search engine’s Terms of Service.  Using shady tactics to keep a visitor on your page is a big no no.