It is a web page that opens up to the response of search engine research. These pages are created for marketing purposes or advertising campaigns.

Some examples of landing pages are Shopify, Airbnb, TransferWise, etc. A landing page helps to warm up the visitors with sufficient details about the products and the services the company provides, before finalizing it.

In the world of digital marketing, there is a variety of new vocabulary and numerous sets of concepts. One of them is a landing page, and creating one is, up to an extent, a simple task. Remember, landing pages are essential to lead conversions.

Landing pages can be lead generation based or lead to another page, such as an e-commerce site. They typically offer items such as an e-Book, free trials, contest entry, etc. in return for the contact information submitted.

An ideal landing page convinces the customer that it’s worth it to share their details in exchange for the services you are offering. There can be more than one landing page at a time.

The experts themselves suggest that you should maintain landing pages that would target a segmented population of customers.

Why Only Landing Pages?

Building up the brand and creating a website for it are the initial steps. After all these procedures, one should make sure that all their hard work gets transformed into sales.

For such a compelling lead conversion, leading pages prove to be an efficient tool. Landing pages help to drive traffic, improve SEO, and build up our brand.

Approximately 68% of B2B businesses use landing pages. Out of this, 44% of the clicks are directed toward home pages, which is not a good strategy.

Though landing pages are essential and beneficial, many companies don’t use them! That is because of the prevailing misconception that they are hard to create and maintain.

A useful landing page has several things that cover the points discussed below:

• Your potential customers are indulging with you for a reason Deceiving them by not giving them what you have promised would imprint a lousy impression. The landing page serves a different purpose without sharing a detailed history of the company. Even though it still can be an extension of your company.
• Landing pages should be precise and focused. They should serve the end goal of the user
• It may involve a lengthy registration process, which may discourage visitors. If you can’t shorten the process, break it into segments
• The landing page targets the specific spectrum of the audience

Exhilarating Stats Regarding Landing Pages:

• Targeting your pages currently can increase the conversion by up to 300%. ( via Steelhouse)
• Including contact information on landing pages increases trust. ( via- Neil Patel)
• 48% of marketers build a different landing page for each new campaign. ( via- Serpstat)
• 52% of agencies that use landing pages test them to improve their quality. ( via Marketing Experiments)
• 37% of top landing pages include testimonials. (Via Nifty Market).
• Long landing pages can generate 220% more leads than short ones. (Via Marketing Experiments).

• They can improve paid search campaigns.
• Landing pages increase conversion.
• They generate data insights.

As landing pages are a strong indicator of PPC campaigns and increase the conversion rate, you should make them great.

What Makes a Great Landing Page?

The landing pages provide a crucial first impression to the visitor of your website. This impression can make a visitor think about whether to connect further or not. Therefore it is essential to make the landing pages interesting and engaging.

You can keep the following points in your mind while making remarkable landing pages.

A clear-to-call-action (CTA)

The main objective of every landing page is to convince the user to take action. Actions include actions in any form whether, it is downloading a file, contacting the seller, or making a purchase. You should note that an easy, simple, and straightforward CTA will increase the possibility of conversion.

Separation of the content section

Each content section on the landing pages should have its own space. You can use white space, images, and backgrounds to provide visual separation on the landing pages to ensure that visitors will not get distracted during their stay.

Clear and concise text

Easy and legible content on your landing page can increase the chances of success of your business. It would be best to use readable fonts, and proper space between two lines while writing the content for your website and landing page. Content should be on point and effective while reading as it leaves a positive impact and looks better.

Use of visual information

The use of images, along with text, can put forward your message more effectively. You can use captioned photos, charts, diagrams, or infographics to convey your message more efficiently.

Appealing colors schemes

You should use user-friendly colors while making any landing page or website. Using color coding navigation and a high contrast ratio is an easy way to boost UX.

What is the purpose of landing pages?

A landing page will help you drive traffic, build your brand, and improve your SEO. It can form part of an effective pay-per-click strategy. Almost 68% of B2B business houses use landing pages to generate leads for future conversion. You should not direct these clicks toward the homepage. The landing page should lead the buyer to a specific product, service, or offer and convince them to take action. These pages can turn out to be an excellent opportunity to create conversion and build a consumer base.

What should your landing page do?

The landing pages provide the following advantages:

• A landing page can help to increase conversion.
• Landing pages can help you boost your conversion rate and better experience for the user.
• They can provide additional insight into the targeted audience.
• Creating a landing page with a pipeline of the offer may help you track the topics or offers converted at the highest rate.
• They can help you to grow your email subscriber list.

In exchange for the information you offer on your landing page, you ask the visitor for their names and email IDs. This exchange of information may help you to grow your email subscriber list more quickly.

They are testable pages.

The landing pages provide a fantastic opportunity to make the page more creative and test out different UX and graphic designs that suit your visual and text and look more eye-catching to the page’s visitor.

Landing pages can allow you to calculate metrics directly linked to the business goal.

If you have created a landing page, specifically for the marketing of your products or services, you can use that page to calculate the metrics linked with the business’s objective.

• They add context to the offer given by the business houses.
• Landing pages can help you to make a good impression and brand value of a product.

A well-designed landing page may help you to attract new visitors and turn them into profitable leads.

What are your commitments?

While building a landing page, you should make some commitments to the visitors of your landing pages and website. It will help them to develop their trust, which will ultimately be fruitful for you. It would help if you kept the fact in your mind that visitor action is nothing but a reflection of your commitment. You should keep the following points in mind while committing your visitor.

• Visitors want to know your value proposition before taking any action. You can educate them about yourself on the landing page itself. But you are required to do so very effectively and efficiently as the time limit you have is too little. Try to make your landing page such that will make the visitors feel like they are in the right place. You should make your landing page as well as your website more legible and attractive. While making any landing page, you should be aware that you have significantly less time to make the visitor familiar with your product and services. They may not read your full-fleshed content; therefore, you should try to concise your text and make it sweet and simple.
• Building trust in any relationship is a lifelong process. In business, it definitely can not happen on the landing pages. It would be best if you make your visitors trust you to engage with you in the future. You can make them trust you by providing them with many proofs such as social proofs, customer reviews, your establishment address, phone numbers, etc.
• You should take proper feedback and work on your lacking.

What is your budget?

The budget for making any landing pages is entirely dependent on the following facts:

Your landing page creator

When you have decided to make a landing page, you should be clear about whom you want to make it. You have several options to choose from, such as In house creator, freelancer, and PPC landing page company.

Depth of the landing pages

The type of landing pages you want to create will impact the cost of that. You have to decide on your own how many features and how much information you want on your landing pages.

Customization of your landing pages

When you decide to make a landing page, you can choose to use customized designs or templates.

PPC campaigns you run

Most companies don’t run just one PPC campaign, and if you run multiple PPC campaigns, then the landing page will cost you more.

Competitors

If you want to make your landing pages stand out from your competitors, you may be required to pay some extra bucks to the professionals.

Examples of landing pages

The following are some examples of landing pages.

1. Lyft
2. The Professional Wingman
3. Muck Rack
4. Cigital
5. Khan Academy
6. Club W
7. Codecademy
8. Poached
9. Breather
10. Start-Up Institute

What are the keywords?

Keywords are the roots of everything in PPC campaigns. You use keywords to define your ads, and where they should appear, and if you want to have a successful PPC campaign, you should have a solid understanding of what they are and how to use them. There are different types of keywords that you can choose.

Branded Keywords

Branded keywords are branded searches that lead to high search queries via a search engine. It includes the name of a particular company, business, or brand that more potential customers of the business use to get specific information about a brand

Generic Keywords

These keywords cover ambiguous keywords, or you can also refer them to short-tail keywords. You can not get the real intention of these generic words.

Transactional Keywords

Transactional keywords are those keywords that potential customers use to get the product and services. These keywords have both weak and robust purchase intentions. Some examples of Transactional keywords are discount, buy, purchase, cheapest, for sale, etc

Locational Keywords

Locational keywords cover every single related thing to that particular location and are more beneficial to location-based companies. Usually, users request the internet to show goods or services nearby them.

Long-Tail Keywords

These keywords have a conversion rate more than other types of keywords.

Informational Keywords

Informational keywords are those search keywords that an online searcher uses to find more information about something. This information can be related to service, product, guide, or anything else. The user of informational keywords is merely looking for information.

Why Do You Need A Keyword Strategy?

Using keyword strategies is essential for developing a winning search engine marketing campaign. Your keyword strategies include choosing high-performing keywords that will help you to drive maximum traffic to your business. If you choose the right keywords for your advertisement strategy, it will help you stand out in the marketing campaigns.

The best strategy is to choose keywords that are highly relevant and related to your business or keywords associated with your industry. Once you select keywords that best fit your business, you need to draft text ads by incorporating the keywords.

Now when the visitor clicks on your ad appearing on the search engine result pages (SERP), you are required to pay the bid amount that you have decided to bid for the chosen keywords. This process is also known as PPC or pay-per-click advertising.

For successful search marketing, you must have an intensive keyword research strategy. For that, you can use the keywords tools or search query data to compile a comprehensive list of marketing keywords.

How To Choose The Keywords?

PPC keywords search is the only way that will help you to choose keywords beneficial for your business. This process involves a series of steps, yet it is simple. The following are some critical pointers for selecting the keywords.

Start Brainstorming

To choose a perfect keyword for your business, you have to do some mental exercise. You can list down the words you think will make buyers search to come across your product or company.

You may prepare the list by dividing the keywords into different sub-headings, such as:

1. Branded keywords
2. Product or service-specific keywords
3. High intent keywords
4. Feature specific keywords

Check Out Your Competitors

Before choosing any keywords or diving into any keyword research tool, you should check what your competitor is doing. If you want, then you can learn a lot from your competitors.

Expand Your List with Keywords Search

You should expand your list of keywords so that you can quickly appear in the search list of your targeted audience.

Refine Your List with Keywords Research

After choosing appropriate keywords for your business, you should refine them from time to time. This process is also known as keyword optimization.

Group Keywords Into Ad Groups

Once all the steps mentioned above have been complied with, you should draft an advertisement by incorporating the selected keywords.

Tools that Can Help You Pick Keywords

With all the appropriate keywords on your site, you can ensure your ads appear in the right place and in front of the right audience. It will help you to improve click-through rates on your website.

With the help of the following tools, you can choose your keywords more effectively.

Google Keywords Planner help in ppc campaigns

Google keywords planner is a part of Google AdWords. It is a free keyword analysis tool. You can use this tool to explore new keywords related to your business. It will help you to grow your search results in search engines.

Ubersuggest

This tool can help you find unique keywords to fuel up your PPC campaigns and optimize your website’s SEO. It is the most powerful tool for the analysis of keywords.

Wordstream

Wordstream has a massive collection of long-tail keywords in its database, helping you choose the perfect keywords for your business.

Wordtracker Scout

Wordtracker Scout is a Chrome extension, a keyword research tool you can use to discover the exact keywords your competitors are using.

Google Analytics

Google Analytics tool helps you optimize your site for your marketing purpose. If you’re going to choose the best and most profitable tool for keywords analysis, you can opt for Google Analytics.

Bonus tool: growth robotics

Using this tool will make you safe from trivial errors that may harm your ranking.

How To Optimize Your Website For Keywords?

IIn a recent survey, business houses listed keyword optimization as the most challenging task in search engine marketing. Because it is difficult to perform, most site owners, bloggers, and marketers do not spend the required time optimizing the keywords.

But the fact is it is the most important aspect of SEO and PPC. If you don’t optimize your keywords as per market preference or market conditions, your targeted audience might not find you. It will result in no traffic, no sales, and no money.

To stand out in the market, you must practice search engine keywords optimization for:

• Qualified traffic to your website
• Calculate traffic potential
• Write effective content
• Understand users behavior

You can use the following suggestions to optimize your keywords.

• Choose the keywords to focus on
• Prioritize your keywords
• Check important content of the page is getting indexed
• Ensure your heading is unique
• Try to improve the search list for the keywords
• Update or add a title (if required )
• Optimize existing text
• Look for text in images
• Add new and exciting content to the page
• Increase social engagement

More Resources

How Can You Improve Your PPC Campaigns?
Buzzword Ideas for Your PPC Campaigns
Which Is The Most Popular PPC Tools for PPC Campaign?
How To Do SWOT Analysis For PPC Ad Campaigns?