Beginner’s Guide On The Best Practices For Your Landing Page (Adwords, SEO, Format)

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Creating a successful landing page isn’t rocket science, but it does need some effort. You must learn how to create an effective landing page that meets the needs of your consumers. This entails going beyond just doing something that looks aesthetically pleasing. So, how do you demystify the process and unveil your landing page to the delight of the world?

It is important to remember that there is no single guide for creating an ideal landing page. Landing pages that convert are as exclusive as the users who view them; one has a unique call to action, a unique reader in mind, a unique product or service to sell, and a unique niche to address.

Before you even begin putting together your landing page, you need to determine what you want it to accomplish. Are you looking to grow your email list? Promote a new product? Promote a discount on a subscription service? Once you have your goal, think about what your message will be. How can your landing page features — whether that be subscription for content, an email list, or a product — solve someone’s problem? 

Read along our best practices for your landing page that covers Google Adwords, SEO, format, styles, and more. 


Create SEO-friendly Landing Pages Relevant To The PPC Keywords You Are Bidding On

Not delivering on your word is one of the easiest ways to annoy people searching on Google (and in general). Check that the PPC landing page matches the keywords for which you are bidding, as well as that the page matches the pledge in the ad copy. If you’re looking for ‘package deals to Mexico,’ don’t give them a ’25 reasons to vacation in Mexico’ landing page. Stick to what your PPC adwords for your landing page are. These adwords will increase your potential leads and relevance to your tracked PPC adwords.


Create A Landing Page For Your Google Adwords Campaign

The nucleus of your marketing campaign is your landing page. You use Google AdWords to push more traffic to your landing pages when you get smart about online marketing, right?

Now, those of you who use Google AdWords regularly are aware that it assigns Quality Scores to your ads and ad material. But did you know that Google AdWords even rates your landing pages? The higher your ratings, the better your Ad placement, CPC, and overall advertisement performance.

When people find your landing page more interesting than others, Google takes note. The longer people remain on your page or website after clicking your ad, the more likely it is that your ad will appear in a higher location and attract more traffic. Here are some tips for creating the perfect landing page:


  • Use strong meta tags such as title tags, summary attributes, alt tags, and more to communicate what your page is about – and remember to include your keywords
  • Match your material and title tags for your content
  • Show Google that you’re showing your customers what you’re telling Google crawlers
  • Use clear keywords in your title pages and match them to the material of your pages (or semantic signals)
  • Make use of SEO-friendly keywords on your landing page
  • Take note of your URL or the website address you enter when creating a new page to host your landing page is more relevant than you realise
  • Check to see if you’re using top keywords that describe the intent of your landing page.


Write For The Target Personas Rather Than The General Public

When writing content and choosing imagery, make sure you have at least two or three personas generated so that the vocabulary and tone of voice fit your target customer.

You will rarely be able to create a PPC landing page that caters to every single audience. Take a step back from the landing page and ask yourself, “Who am I hoping to land on this page?” and “What kind of language should I be using on this landing page?”

For example, if you are developing a PPC campaign to generate new leads for your ERP programme, you will encounter:


  • People who have prior experience with your product and are well-versed in technical jargon that you use when describing your product
  • New companies who aren’t aware they need your product and have no knowledge of technical terminology or abbreviations. 

Similarly, you wouldn’t show a technical image that goes into great detail about device integration to a consumer who wants to know how it is possible to handle accounts, ads, and stock all in one box.

This fundamental marketing idea should be at the forefront of your strategies to ensure that your landing page content is customised to your target customers and not a “one size fits all” strategy.


Allow Visitors To Share Your Content On Social Media Platforms

The most powerful messages will come from your clients, not from you. Make it easy for them to brag about their purchase and share their experiences by including links to various social media platforms. It can be difficult to create excellent PPC landing pages. If you follow the best landing page adwords practises, you can reduce your CPA while increasing your cash flow.


Include Trust Signals to Build an Emotional Bond with Users

Trust signals are extremely important in the conversion process for your potential customers. When a new visitor is deciding whether or not to contact you, you should strategically provide information about your company to gain their interest. There are several forms of confidence signals.

Here are a few examples:


  • Reviews and Testimonials
  • Information on How to Contact Us
  • Certifications
  • Payment Guarantee
  • Concrete results
  • There is no such thing as a “one-size-fits-all” solution. Return to your personas and create a list of what your ideal customers will react to the best.
  • Is it based on facts and figures?
  • Is it heartwarming feedback?
  • Or maybe a hybrid of the two?

Trust signals are an excellent way to communicate with your clients, but they require the same level of care and attention as the landing page design.


Keep Your Call-To-Action (CTA) Buttons Simple

The reader should not be stressed or confused by a Call-To-Action (CTA) button. Make your pitch as straightforward, clear, and obvious as possible. It is difficult to persuade a visitor to do what you want them to do, whether it is downloading an eBook or submitting contact details. Your call to action should be the first thing a visitor sees when they arrive on your page; the more clear you make it, the more likely they are to convert.

Consider the following tips and practices for your call to action buttons:


Colours and images

Contrasting colours work well on buttons, allowing them to stand out and catch the visitor’s attention. For example, if you have a blue background, try an orange button on your Call to Actions (CTAs)


Wording of CTA

The wording of your CTA is important. Return to your personas – what will motivate them to act? Do you want to generate leads? What about sales?



When deciding on the size of your CTA buttons and texts, use your judgement. You want it to be large enough to be remembered, but not so large that it distracts the visitor from absorbing your material.

It’s a good idea to experiment with different sizes; track your analytics and make changes as needed to improve results.


CTA Visibility and Dominance

Make your CTA as visible as possible to the user. Make it the first feature of the landing page, hold it above the fold, and add several CTAs as the page progresses vertically if you’re building a longform landing page.


Directional Cues

This is where things get interesting; the placement of your CTA concerning your imagery can have a direct effect on conversion rates. Using directional cues to your CTA is a common strategy.


Results Of A/B Testing And Measuring

Often split-test the landing pages and Google AdWords promotions. A/B research is widely used in online marketing. You can compare a control (“A”) against a variant (“B”) inside your online marketing campaigns, and scientifically apply the best practice on a landing page when you optimise Google Adwords for conversions, clicks, and more.

Don’t presume your job is finished until you’ve nailed your landing page, followed all best practises, and launched your campaign. Even if you are receiving conversions, now is the time to dig into your data and search for ways to boost your results.

Take the list of best practises and go through it step by step to ensure you’re getting the most out of your landing pages. A/B testing is important for PPC campaigns because it allows you to test different elements to see if they have a direct effect on conversions.

At all costs, avoid acting on hunches or guessing without the right evidence. If you believe some elements should be changed, conduct a statistical review and a split test before making any permanent adjustments.


Final Thoughts

If you want to create the best user experience, focus on your landing page performance. There are reporting and analytics tools such as Google Analytics that can show your target audience, traffic reports, geography locations, and more. The design should make the next step transparent and reduce the number of clicks needed for a response, as each extra click required in response reduces the chances of a response. Landing pages struggle to convert for a variety of reasons, but the most common is a misinterpretation of what the prospect wants. Conversion rates will suffer if you are unable to predict your website visitors’ interests, needs, or expectations. Use the best practices for your landing page to achieve your business’s full potential.