Best Practices for Landing Pages

Devising the right landing pages is a crucial technique for converting searchers into buyers. A misstep here can send potential customers back to square one or to rival sites. The following are some crucial issues that you must address to enhance your potential for success:

• Make sure that your landing page answers the searcher’s questions—not the search query itself, but the searcher’s need to know whether your site can fulfill their needs.
• Craft the destination URL to comply with Google’s editorial policy and to add additional tracking information that you can utilize to see how AdWords visitors navigate and convert on your website.
• Send the user to a page on your site that is the furthest logical page within the buying funnel for your website or a page dedicated to the search query.
• Correctly directing AdWords traffic is crucial. To do so, you need to understand the different types of user queries: transactional, informational, and navigational.
• Your site must be user friendly and trustworthy in the mind of your potential customer. You can accomplish these goals by understanding web technologies and using those technologies to your advantage.
• Use testimonials, reviews, and certifications to show that not only can your website be trusted, but your business can be trusted.

By utilizing the techniques in this chapter, you should be able to accomplish a good conversion rate. In the next chapter, we will examine techniques for bringing more visitors to your site and ways of increasing the conversions of those who view your landing pages and interact with your website.