4 Critical Components of High-Performance Landing Pages

Running a successful PPC campaign requires you to follow a series of steps, including getting the right keywords, designing killer graphics, and anything else that goes with optimizing your ad. Getting these steps right is great, but they may not bear the desired results if you do not match them with a great landing page. If you are unsure what a high-performance landing page looks like, this post will give you insight into all there is to know about creating one.

• How to Create a Free Landing Page

What Is a Landing Page?

A simple definition of a landing page is the page on your website where your audience lands after clicking on your ad or a link in your email marketing copy. Unlike other parts of your website, the landing page focuses on a specific campaign. For example, if the purpose of your campaign is to create brand awareness, the landing page should be exclusively dedicated to creating brand awareness. If a campaign is directed at generating sales, it should have everything your audience will need to purchase while avoiding everything else that can be a distraction, like links.

Elements of a Killer Landing Page

1. Great Headlines

The headline of your landing page is the first thing your audience will see when they get on your page. So ensure you are careful with the wording of your headline because it can determine whether your lead proceeds to look at the content of your page or not. Your headline should act like a sneak peek of your offer, what it does, and how it can give value to the visitor. Also, be sure to keep it short without missing the objective.

2. Include a Value Proposition

While your headline should communicate your offer’s value to your leads, it is not enough. You will need to match it up with a strong value proposition. Value proposition adds detail to the benefits communicated in your title. A good value proposition should list the benefits of your offer, elaborate on what you do, your ideal client, and how useful what you do is. Also, you can include secondary benefits and other important features that couldn’t fit in the title. Lastly, communicate why what you offer is the best choice.

3. Fast Loading Speed

If you have ever clicked on a link and waited 10 seconds for it to load, you know how frustrating a slow site or page can be. Few people have the patience to wait 10 seconds for a page to load. Statistics show that up to 40% of people will leave a page that takes more than three minutes to load. When such a page is your landing page, it could compromise your conversion rates. Therefore, before launching a campaign, ensure that you optimize your page for speed. A tool like Google’s PageSpeed Insight can help you understand your page’s performance and offer ideas to make your page lighter.

4. A Call to Action (CTA) Button

A landing page serves only one purpose, to make conversions. It doesn’t have to be a sale. It could be subscribing to the email list, signing up for a webinar, or taking a test. This is where the CTA button comes in handy on your landing page. The CTA button is the area within your landing page that prompts the audience to take the appropriate action, such as making an order, subscribing to an email list, etc. Your CTA button should stand out from your content, so your audience knows what is expected of them.