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How to Create an Effective Landing Page

Lily O'Halloran

How to Create an Effective Landing Page

You created visually-aesthetic, eye-catching pay-per-click (PPC) ads that are bringing tons of new visitors to your website, and you’re feeling pretty smug. Good for you, but don’t stop there! Attracting new visitors is important, but converting them to customers is paramount.

The most effective method of converting visitors to customers is by creating the perfect landing page. You don’t want your ads to lead customers to your basic home page; you want to bring them to a page that answers the question, or provides information about the specific content, of the ad that brought them there. Visitors are far more likely to stay a while, if they find what they are looking for. How do you know what they are looking for? To answer that, let’s take a look at creating the perfect landing page.

What makes an effective landing page?

In short, keywords, calls-to-action, and search engine optimization. All three elements work together to attract visitors, increase conversions, and promote your website. Let’s examine each element carefully.


The most effective way to use keywords is by placing them into groups or phrases. For example, phrases that include actions words, such as buy, how to, or learn, generate more clicks, because they are more exact; they offer to solve a problem. Think about keywords that describe your business and the products that you offer. You can use a PPC search engine to check the popularity of specific search words or phrases.

Once you decide upon a group of keyword phrases, use each set to create a PPC ad and a landing page. Use the same set of keywords in both the ad and as the focus of the landing page, so that visitors acquire the information that they are looking for. Create ads and coordinating landing pages for each keyword phrase.


To increase your conversions, you must have a specific call-to-action in place on each page. For example, maybe you want to grow your email newsletter list. In this case, you would create a page centered on the benefits of joining your email list. Visitors want to know what’s in it for them, so tell them. Why should they opt-in? Other calls-to-action could include: buying a product, entering a contest, providing a customer testimonial, or signing up for a service. Don’t forget to actually tell your visitor to complete the action. To reduce the chance of causing confusion, limit the number of calls-to-action to one or two per page.

Search Engine Optimization

Search engine optimization (SEO) simple optimizes your web pages, so that search engines can easily crawl and categorize your web page. Search engines look for specific keyword phrases to determine the content of a web page. Headers or headlines carry more weight than regular text; therefore, you can specify a topic and sub-topics by varying the sizes of header tags that you use throughout your web page. The largest tag should be used at the top of the page.

Optimize your page with keyword phrases. Use keywords in the following areas of your web page: url page name, title, headlines, image names, calls-to-action. Try bolding or emphasizing keywords for better optimization results.

The Perfect Landing Page

A perfect landing page accomplishes its call-to-action. It provides unique information, and does not require visitors to register before showing them what they came to see. Create your perfect landing page to watch your conversions sky-rocket!

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