Breaking the 6 rules of landing page design.

Someone typed your keyword into Google, saw your ad, was enticed enough to click on it, and has arrived at your landing page.

And you’ve just paid Google whatever the click price was.

So — now what? What will your visitor do next?

What you want them to do is to stay and take an action which you have predetermined has value to you.

What you don’t want them to do is immediately leave.

They have to know that they are in the right place.

(There’s an excellent book called "Don’t Make Me Think!", which is all about website usability – every website owner should read it).

This website owner is immediately erecting a barricade to the visitors they have paid for.

It used to be quite conventional to have a pretty-looking doorway page before people could actually enter your website.

This is now quite ridiculous and totally unnecessary — it could also cause all your visitors from your paid traffic to leave in confusion (Google Analytics will tell you this "Bounce Rate").

The pretty looking graphic on the front page of this website is not clickable, and you have to carefully scrutinise the whole page before you can see the small and innocuous "ENTER SITE" link. But it’s already probably too late.

These six simple rules will help you design a landing page which helps your visitor get what they want, and ultimately of course what you want: a conversion event.

1. Relevance – am I in the right place?
2. Clarity – is the page easy to navigate and talking about what I’m interested in?
3. A good headline – am I definitely in the right place?
4. Social proof — are other people clearly saying nice things about this business?
5. Scarcity or time-limited promotion — give me a good reason to convert to your action
6. Call to Action – tell me exactly what to do next, and ideally take me to a page when I finish the conversion event which tells me what happens next, and maybe even offers me something else I may be interested in.

Most homepages are too general to achieve a conversion event quickly from a visitor.

If your keywords are related to specific things, then you need dedicated landing pages for them.

Don’t simply drop your visitor off outside the front door of your website, hoping they won’t leave, but will try to figure it out for themselves.

Most of them won’t – they don’t have the time.

We often see website owners failing with AdWords because although they may be getting traffic, they are failing to convert it to a trackable and testable event, at an acceptable cost.

We will even refuse an advertisers business if their website is clearly not going to fulfill its purpose, and they are unwilling or unable to work with us to improve it.

Contact us today for a no obligation discussion about why your AdWords campaigns may be failing to convert what you’re spending into profitable returns.

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