The elements of a landing page (LP) help reenergize and improve a landing page’s performance.

1. Ad-LP relevance

I discussed this in my last blog under “continuity.” How relevant is your ad’s messaging to your Landing Page? When you have different keywords with lots of ads running, but direct traffic to just a few landing pages, then the relevance to your ad and LP isn’t very good. For example, someone who clicks on a mobile accessories ad is directed to a generic mobile phone page, which is not closely related to the ad. The Ad-LP relevance needs to be more focused and specific.

2. Design

How does your landing page look? When a visitor clicks on your text ad, he or she will reach the LP where you make your first impression. You do not have to be a great graphic designer to create an attractive LP. Instead, you should find a designer who can make a clear LP with quality designs and images. While choosing images, one has to keep in mind that images should only be used on a landing page if it is compelling enough and supports the end goal i.e. conversion. That said, photos of real people are more effective than random images or clipart.

3. Content

A compelling headline: A headline is the first thing that a visitor will see. It should be the most compelling content on the page. The copy should match the search query and paid search ad copy as much as possible. Generally, the closer the match, the higher is the conversion rate. Make sure your ad and your landing page are closely related. You can also add the main keyword to the headline.

Body Copy: Less is often more. Additional copy on the site should not exceed 250 characters. Your value proposition should all be answers to “why?” Keep them limited to three or four bullet points and speak plainly. This is no time to get cute, either. If users cannot quickly and easily understand the benefits of your product or service, they will not hesitate to click the back button.

4. Interactivity

Are your pages with text or non-attractive images, or do you have attractive elements to capture the attention of the visitor? Just keeping an image or bolded text doesn’t make an attractive landing page. In the modern age, animated flash or video clips can be more a convincing to way to attract the visitor’s attention. The secret is to synchronize these elements with your messaging and design.

5. Load Time

Landing pages should load instantly. Users don’t like to wait, and search algorithms deduct quality score for slower pages.

Contributed by Rajasekar Ragavan

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