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Landing Page Best Practices

Here are a list of rules to follow when building your landing page, along with a few tips on how to optimize it for conversions.

#1: Write amazing conversion copy

We cannot emphasize this enough: write great copy for your landing pages. It's one of those universal truths that every marketer should master. 

When building and designing landing pages, it's easy to write it off (ha!) as something that doesn't deserve a ton of effort or planning. But the proof is in the copy: when the copy is well-written, highly-specific, and engaging, you're more likely to match the exact intent of your visitors and therefore convert them. 

You can see conversion rates as high as 90% when the copy on the page resonates with the visitor and compels them to take the next step.

The majority of landing pages out there fall flat because the messaging on the page isn't interesting or engaging enough. Make sure your landing page is directly relevant to your ad text and keyword. This relationship is commonly called "message matching".

Be specific when someone wants something in particular. If someone clicks on an ad for an apartment in the city, they shouldn’t land on a general “all real estate available” page. Be general when someone wants options. If someone is looking to compare types of cars, they probably shouldn't be sent to a specific sports car page.

Provide useful information on your landing page about whatever you're advertising. Try offering features and content unique to your site.

#2: Eliminate on-site distractions

Have you ever landed on a landing page and a billion different pop-ups, sliders, and chat messages engage all at once? 

These distractions are conversion-killers. Don’t annoy customers with pop-ups or other features that interfere with their experience of the site. 

Help customers quickly find what they’re looking for by prioritizing the content that's visible above-the-fold.

#3: Have a clear call to action

Call to action buttons should:

○ Be easy to find

○ Be in a color that pops against its background

○ Draw attention with prominent placement on the page and size of button

○ Have clear and concise copy

#4: Make it mobile-friendly

With more and more consumers shopping on their phones, you need to be able to convert visitors and generate leads on any device. Every page you build, no matter the layout or design, should automatically render across every device.

#5: Make it load fast

Make sure your landing page loads quickly on both mobile and desktop once someone clicks on your ad or an organic link.

Here are the tools we use to see if a page loads quickly:

pingdom.com — simple user interface

○ webpagetest.org — recommended by Google engineers 

Here are the tools we use to see if a page is mobile optimized:

○ search.google.com/test/mobile-friendly - made by Google

○ testmysite.thinkwithgoogle.com - approved by Google

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