Landing pages welcome visitors more effectively than your home page because they are relevant to the specific Search term used. They’re better at converting visitors into customers.

What is a landing page?

It’s the entry page that you see when you click from a pay-per-click ad (or email link) to a website. Unlike your home page which has to accomplish many different goals, a good landing page responds only to the specific search term or link. Successful landing pages lead to higher conversion rates and greater returns on your marketing investment.

Why landing pages work? Visitors immediately ‘get’ that the content of a landing page is relevant to their search term. They don’t need to navigate to find what they’re looking for. They don’t need to think. They’re ready to move along the conversion process: to submit a form, contact a rep, or make a purchase.

Elements of an effective landing page. Good landing pages are simple and highly targeted. They don’t contain anything that’s not essential¯ including the general site navigation. Compelling copy should emphasize the benefits of your product or service and persuade your prospects to take the next step. If you’re asking the visitor to submit a form, it’s a good idea to summarize your privacy policy. You should also offer a toll-free number for people who prefer to call.

Four Hot PPC Landing Page Tips for Sizzling Site Conversions

1. Don’t drive your customers home page - Send your prospects to ad-specific PPC landing pages - not your home page.

2. Convey the information your customers crave - The PPC landing page should provide solid information the customers need for an informed decision.It’s not enough to list your product features and hope for a sale. To help prospects take your conversion baby steps, you’ll need to specifically explain how your product or service will brighten their lives.

3. Create tasty text for search engine spiders - Write your PPC landing page copy using tried-and-true SEO copywriting techniques. First, you’d discover what keyphrases your customers use to find products or services like yours. Then, you’d strategically weave these phrases throughout your body text copy.

4. Test, test and test again - When you’re ready to test, simply point the ad to the different landing pages and measure the conversions from each page. When you discover the page with the highest conversion rates, remove the robots.txt command (so the search engines can spider it) and delete the nonperforming pages from your server. You’ll know that you have a high-converting page that makes for a powerful PPC landing page - and with savvy SEO writing, you’ll watch it climb the search engine charts.