What is PPC?

Before we dive into detail about landing pages, let’s quickly cover the basics on PPC. PPC is a paid advertising strategy that allows you to reach valuable leads that are interested in your business. These ads appear at the top of the search results, above the organic listings.

PPC ads are great for attracting valuable leads that are interested in your business.

To start using PPC ads, you must first select keywords for your page. These keywords will trigger your ad to appear in relevant search results. You’ll want to stick to long-tail keywords, which contain three or more words, as these drive more qualified leads to your page.

Once you have your keywords selected, you will bid for your ad’s placement. You will set your maximum bid, which is the amount you’re willing to pay each time someone clicks on your ad. This amount is flexible and can be changed at any time.

Your maximum bid and quality score will determine your ad’s placement. Once you have your placement, you will launch your campaign.

PPC ads aren’t restricted to just Google. You can run PPC-like ads on social media, too. These ads appear in a social media user’s newsfeed. It’s a great way to reach new leads for your business.

Social media ads seamlessly integrate into people’s newsfeeds. With both PPC and social media ads, you will only pay when someone clicks on your ad. This means that your money is going towards valuable leads interested in your products or services.

We’ll dive into more detail about these landing pages later. For now, let’s look at why it’s important that you create a landing page for your PPC and social media ads.

Why do I need landing pages for PPC campaigns?

Implementing search engine optimization and online advertising to increase your site’s traffic is one thing. Converting traffic into sales is another. That's where landing page design services for PPC comes into play.

Landing pages convince your visitor to stay and perform a specific action, such as purchasing a product or posting your page in online communities for others to view. Instead of directing visitors to your homepage where they may not know what to do next, you can send them to a highly targeted landing page that moves them into the next step in your sales funnel.

With professional landing page design services, your company will enjoy increased business, a reduced bounce rate, and other benefits.

How landing pages guide your audience

To illustrate this further, you can also think about landing pages in terms of continuity. Let’s say you own a luxury pet care business, and you’re currently running a Google Ads campaign targeting search terms related to dog walking services.

Without a landing page, potential customers who clicked on the ad looking for more information about your dog walking service will end up on your homepage. Because you offer hundreds of different pet care services and products for a range of different animals, the customer then has to figure out how to navigate to the section of your website related to your dog walking services.

This is already too much effort for most people, and it results in very low conversion rates.

With a custom landing page design, you could set up a page that’s all about your dog walking service. When a potential customer clicks on your ad, you can direct them to this specialized page instead of your homepage. They’re immediately met with information, pricing, and so on relating to your dog walking service, and they’ll be that much more likely to continue with the purchase.

Humans favor consistency, and landing pages are perhaps the best way to accomplish this. Ultimately, you’re minimizing disruptions and distractions, and streamlining your sales funnel.

How landing pages help you provide a better experience

Landing pages also allow for much more organized, accessible data. If you’re just funneling all traffic to your homepage, it’s going to be hard or impossible to optimize for better user metrics.

Making one single change on your homepage affects everyone who lands on it, so even if you bump up the conversion rate for a specific demographic, you may be adversely affected the conversion rate for other demographics.

Landing pages act as partitions, and they let you optimize specific and exactly for a range of different traffic types. Professional landing page design services from Tech Sailor can help you create natural partitions that work with your site seamlessly.

How much does a custom landing page design cost?

The price for a landing page, as well as a custom landing page design, varies.

A single landing page price is impacted by the amount of content, testing, development, and optimization that goes into it. A simple PPC landing page may not cost very much at all, while a complex social media landing page with special effects or strong calls to action may require a larger investment.

When you hire a landing page design company, the cost can range from $1,400 to $3,200, depending upon the extent of the design and optimization. If you have a more intricate landing page idea, you can expect to pay more for it.

You can find all the information you need on landing page cost, and Tech Sailor's social media and PPC landing page pricing, by referring to the chart above.

The 2 types of landing pages

Visitors arrive at your landing pages in two main ways: through social media (like Facebook Pages, Twitter, and so on) or via PPC advertising. Each method determines the goal of the landing pages. Read on to learn about the factors that impact the landing page design price for each of these options.

PPC landing pages

These landing pages are the deal-closers of your online ads or PPC campaigns. Each PPC ad campaign requires a specific landing page, tailored and tested to convert a strictly-defined group of visitors. The landing page is your first and best chance to turn a visitor from a PPC campaign into a customer.

Using Google's Website Optimizer tool, Tech Sailor can experiment with different versions of your landing page as easily as different ad creatives in your PPC campaign. We consistently test to find the version that converts the most visitors, modifying PPC landing page templates to make sure you have one that's tailored to your business.

Landing pages not only convert customers, they also indicate how well your marketing campaign is performing. By tracking how many conversions take place from the unique landing pages, you know if your Internet marketing campaign is a success or needs some adjusting.

To ensure your custom landing pages are accurate measures of your campaign, they should not be accessible through any other means than the original source, whether that be an email, online banner ads, search engine listings, and more. Unlike the other pages in your site, landing pages should not be indexable by search engines.

Social media landing pages

These landing pages are designed to go viral in online communities, such as Twitter or Facebook. It could be an interesting blog post, a comprehensive list of resources, or breaking industry news that gets people talking and drives traffic to your site. The best landing page designs will funnel traffic to your site for months, or even years, after they're created.

Successful social media landing pages contain three important elements, including interesting content, relevance, and usefulness. Those that are missing one of these elements require a landing page redesign.

The most bookmarked social media landing pages contain tools that can be referenced later. Social media users never want to lose track of a tool that can improve their lives. Users will be more likely to bookmark and promote a page offering useful content.

The design of social media landing pages differs than the design of traditional PPC landing pages because the goals are different. The intent is not to convert to a sale but convert a visitor into an advocate of your site.

By posting your social media landing pages for others to view and ultimately share with others, your site is now being linked and relinked, a key to increasing your visitor traffic.

Unlike PPC landing pages, social media landing pages need to be keyword-specific and link to other pages within your site. The more indexable they are, the more others will find the landing pages and bookmark or share with others.

Tech Sailor delivers custom landing page designs that convert. Colors, graphics, content layout, and more are considered with our landing page design services. We know the best practices, trends, and user intentions to give you landing pages that close the deal.

Call 999-999-9999 or contact us online to learn how a custom landing page design can boost your online marketing conversions and drive traffic to your website.

8 key elements for top landing page designs

There are many elements you’ll want to include on your landing page to drive the best results. Let’s look at eight key elements that have an impact on your landing page.

1. Focus on one product/service

The point of a landing page is to provide a more focused experience for your audience. Your goal is to get them to buy a product or use a service. If you’re advertising multiple products or services on your landing page, you won’t see as great of results.

When you create your landing page, choose the product or service you want to promote. This should be the only thing mentioned on your landing page.

Let’s say you’re an HVAC company that advertising heating repair services during the winter. Someone who needs their heater repaired will see your ad and click on it. If they get to your landing page and find some information for air conditioning, they’ll get distracted or confused as to why it’s on that page.

Focusing on one product or service will help you drive the best results for your PPC and social media ads.

product page focus

2. Create a consistent landing page design

If you want to create an effective landing page, you must spend time developing your design. Not only do you want your design to catch your audience’s attention, but you also want it to reflect your business’s brand.

Brand recognition is a crucial part of PPC. Even if people don’t convert after clicking on your ad, they are still exposed to your brand. They become familiar with it and learn more about your business.

This pays off down the line when leads are ready to decide on the right product or service for them. They will remember your brand and choose your brand over the competition.

When you design your landing page, focus on creating a simple, yet eye-catching design. You’ll want to use colors and fonts that reflect your business. Your style should also be reflective of your business’s style.

This helps you build consistency with your brand image. You’ll help people stay engaged on your page and become more familiar with your brand.

3. Create attention-grabbing headlines

Once leads click on your PPC or social media ad, the first thing they will read on your page is the headline. If you want to make an impact on your audience, you must make your headline interesting.

A generic, non-descriptive headline won’t get your audience interested in your page.

Let’s go back to the HVAC company that is making a landing page for their heating repair services. If the title of their landing page said, “Heating Repair,” that wouldn’t get their audience very engaged.

On the other hand, a title like “Turn Up the Heat This Winter by Repairing Your Heating System” is more appealing. If someone has experience heating problems, the idea of “turning up the heat” will catch their attention.

By creating an attention-grabbing headline, you will keep leads on your landing page. They will continue to check out the rest of your landing page.

4. Add at least one visual

Visuals play an important role on your landing page. They increase engagement and break up the text on your page. Visuals can also help you direct people’s attention to a certain part of your landing page.

So, what type of visuals can you include?

Typically, you’ll want to stick to one photo or video. If you add too many visuals, your page will get cluttered and overwhelming. You don’t want your audience to lose sight of the goal of your page.

Photos are a great addition to your landing page. If you’re selling a product, you can feature that product through your photo. It’s a great opportunity for you to show the product in action.

If you’re offering a service, you can use a photo of someone in your company uniform. With photos of people, it’s a great opportunity to use that photo to direct people’s attention to your information.

You can have that person pointing or facing towards the information. Your audience’s eye will naturally follow their direction and look at the text. This helps get them focused on the important information on your page.

As an alternative, you can include a video. Videos are extremely effective on landing pages. In fact, videos increase conversions on your landing page by 86 percent.

Videos are great for keeping your audience engaged on your page. They will watch the video about your product or service and learn more about your business. It’s wonderful for brand exposure and sharing valuable information quickly with your audience.

If you want to create an effective landing page, you must add a visual element. It will keep your page interesting and engaging for your audience. The longer your audience spends on your landing page, the more likely they are to choose your business and convert.

5. Create impactful calls to action (CTAs)

Your call to action (CTA) is one of the most important elements on your page. It may be the difference between someone taking the next step and someone returning to the search results. If you want people to take the next step, you must focus on creating an impactful CTA.

CTA guide your audience on how to proceed next. Once they check out your page, they may want to take the next step. Without a CTA, your audience won’t know how to take the next step or what the next step is!

CTAs are crucial for turning leads into conversions. They play an important role in getting your audience to convert on your landing page.

So, how do you make an impactful CTA?

The most important part is that you be clear with it. A generic CTA won’t cut it. You must tell your audience exactly what will happen if they click on your CTA button.

This means no generic CTAs like “Download Now” or “Click Here.” Instead, you’re incorporating CTAs like “Download your free guide now!” or “Find out how you can save money today!”

With these CTAs, your audience knows that they will get a free guide or find out how to save money. They know exactly what will happen if they choose to proceed.

An effective CTA will help you earn more valuable conversions for your business.

6. Integrate trust signals

Your landing page is an opportunity for you to sell yourself to leads. You want to show them why your product or service is the best. By including trust signals on your page, you’ll help affirm the belief that your business is the best option.

So, what trust signals should you integrate into your landing page?

The most common trust signals are testimonials, awards, and accolades. If your company has received an award for being a top performer, you should integrate that into your landing page. It’s a great selling point that tells your audience why your business is the best choice.

You can pull specific client testimonials that attest to your product or service. Testimonials help affirm that others have had a positive experience with your product or service. It helps build trust with your business.

7. Make it mobile responsive

People won’t view your landing page solely on desktop computers. Mobile usage has become increasingly more popular, so you must adapt your landing pages to look good on mobile.

One of the best ways to do this is by implementing a responsive design. Responsive design ensures that your page adapts to whatever device a user is using. This allows them to have the best experience on your site.

When you have a page with a responsive design, you create a better experience for your mobile users. This leads to longer engagement and more conversions for your business.

8. Keep forms short

Many companies will include forms on their landing pages to capture information from their audience. If you’re planning to use a form on your landing page, keep it short and simple.

People don’t want to spend time filling out a lengthy form. You will risk losing leads if your form takes too long to fill out. To prevent this from happening, only ask for a few basic pieces of information.

Most businesses will stick to asking for a first name, last name, and email. These pieces of information are enough for you to start contacting that lead. You can obtain more valuable information later through an email marketing campaign.

By keeping your forms short, you’ll encourage more people to provide their information and share it with you. This helps you obtain more valuable leads for your business.

Landing page design: Your last first impression

Like all other online marketing initiatives, landing pages have a big job to perform and only split seconds to do it. Landing pages need to quickly establish who your company is, how credible your offer or content is, and how to take advantage of that offer or share the content with others. The design of landing pages is the deal closer of your online ad or the catalyst for online buzz about your company.

If your design is not focused enough, visitors will abandon your landing pages. Savvy internet users don’t have the time to figure out if you’re trustworthy. Based on landing page design alone, they will determine that instantly.

Visitors also don’t have the time to make sure they’re on the right page. If your landing pages don’t complement your online ad creatives or don’t match the page content, visitors won’t stick around.

Your landing page design and marketing copy needs to be strong, clear, and concise to entice your visitors to convert. The design of your landing pages needs to be professional, representative of your brand, and mirror the design of the specific offer or relevant content. All of the best-designed landing pages include these elements and more to achieve success.