A PPC landing page should continue the promise made in the advertisement and help the visitor complete a relevant action with confidence.
This practical guide explains PPC landing pages through clear priorities, ownership and measurement.
Match message and intent
Match message and intent requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Create a clear value proposition
Create a clear value proposition requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Reduce unnecessary choices
Reduce unnecessary choices requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Use credible proof
Use credible proof requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Design forms around real needs
Design forms around real needs requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Test the complete journey
Test the complete journey requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Strong landing pages make the next step clear and credible. Improve relevance before adding persuasion or complexity.