Landing Page – First Contact With Your Visitors

Landing page is the first point of contact when a visitor arrives at your website via your search engine marketing campaign. It is an essential marketing tool for various reasons. It plays a vital role in turning a visitor into a customer and it also has an important affect on your pay-per-click activities as well.

When a visitor arrives at your landing page, you need to bear in mind that they arrived from a totally different environment hence you need to be very clear about the purpose of the page. Iit should take a minimal effort from the visitor to figure out what the site is about and whether they are able to find the information that they are looking for. Thus it is important that the content on the landing page reflects the keywords and the ad text used in the pay-per-click campaign.

Another reason to have a good landing page is that when Google determines the Quality Score of your ads, it weights in the relevancy of the landing page, so it has direct effect on the cost-per-click element of the campaign.

To maximize your return on investment your aim also is to optimize the landing page so as to induce conversions. There are various factors you need to consider creating your landing page:

• Structure and layout – test multiple layouts to see which one yields the best results
• Visitor’s mindset – every visitor arrives with a different mindset. By using different landing pages for different keywords and ad groups you can offer valid and relevant information for all kinds of visitors.
• Call-to-action – make sure that there is a clearly visible call-to-action section on your landing page. You need to keep sign up/purchase as simple as possible in order to offer visitors a seamless experience.