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I am continually amazed at the poor quality of some landing pages used by companies advertising on Google (and other search engines). 

Perhaps I should first explain (for those that don't know), that a landing page is the page at which you arrive when clicking on a sponsored advert in a search engine.

Typical problems I encounter when visiting websites through sponsored search results include:

• The landing page is a splash screen - a prelude to the actual website (that's so 90's!). 
• The landing page takes me to the home page of the website, even though my search was very specific. 
• The landing page is text heavy or overly technical. I fall asleep reading it or click away.
• The landing page is deep-linked to the product (well done!), but the product is out-of-stock.
• The landing page looks like something my 8-year-old niece chucked together. 
• The landing page is a dead link and goes nowhere (Google still charge you!). 

All of the above have one thing in common, they result in a poor user experience and a waste of your advertising budget.
 
So before you go wasting more of your precious marketing budget, here are my top 5 tips for effective landing pages:
 
1. Keep it really simple - minimal text, strong graphics and a clear headline.
2. Make it relevant - take the user straight to the product or service they are interested in.
3. Don't get technical - put your marketing hat on and stick to business benefits.
4. Include a clear call-to-action - buy now, enquire, call back are all OK.
5. Check out the competition - and don't be precious about stealing the best ideas!
 
And finally, always test your landing page against the AIDA principle and you won’t go too far wrong:

Attention: Capture attention straight away with a strong call-to-action or headline.
Interest: Create interest in what you offer. Your website text is an opportunity to create interest by addressing user needs or concerns.
Desire: Make users want what you have. Display your products as the solution.
Action: Tell users what to do. Buy Now! Click here and save! It’s amazing what a quick directive can do.

To find out more about effective landing pages, download our pay per click guide, Making every click count.

About the author

In April 2002 James Frost re-mortgaged his home to start Coast Digital. Originally concentrating on web design and build, the company has since become a full service agency offering a comprehensive range of online marketing solutions; ranked by New Media Age as one of the UK’s Top 100 Interactive Agencies.

A clear strategic thinker, James describes his leadership style as inclusive. He is truly part of the team at Coast Digital, and has created a relaxed and friendly working environment. All the staff share his passion to deliver great results.