Getting Your House in Order: Landing Page Optimisation for PPC

By Banc

3 min read

Like the cavalcade of clueless shoppers trying to use the self-service checkout at Asda for the first time, newbie visitors to your website may need a little helping hand.

Pay Per Click (PPC) advertising is a fantastic way to reach new customers and alert the uninitiated to your products and/or services. Dropping your website directly in the eye line of your potential customer base, Google’s PPC service can help ensure that new big spenders are shown your wares. However the journey from Google to the ‘Buy’ button needs to be simple and efficient.

The Landing Page is the webpage to which your customers will be brought directly to. Think of this as your shop floor and your job now is direct them to the product/service that they are searching for.

If the customer has come through a product-specific search, then the page should extol this accordingly – either through a direct product listing or a simple to navigate category page. A search for ‘LED Bulbs’ should bring the customer to a page containing your selection of LED Bulbs, whereas a search for ‘Philips LED Bulbs’ should direct them to a page with just Philips LED Bulbs.

Internet shoppers love a convenient search. Unlike the prospectors of the Californian Gold Rush, internet shoppers will get frustrated and give up when the first slight inconvenience rears its ugly head. The term ‘customer journey’ can be replaced with ‘customer conveyor belt’ as no potential wrong-turn should be permitted during the shopping process. It’s bowling with bumpers up, eliminating the dangers, missteps and gutter balls.

Gutter Ball by Michael Cote

Importantly, a customer needs to be able to trust the website that they are using. The two questions that customers will unconsciously ask themselves when using a new site are “Can I use this site?” and “Can I trust this site?”

Surreptitiously impress upon your new visitors all of the qualities of your website, your services and your products. Create a sense of transparency through the clear publication of all relevant details that the customer may want to know. This can help ease their fears your website is a trap, feasting on unsuspecting visitors from Google.

Admiral Ackbar by JD Hancock

Images sourced via Flickr Creative Commons. Credit:  JD Hancock, Michael Cote,  Alden Chadwick

Five Simple Landing Page Hacks

Pre-Populated Fields

If the aim of your landing page is to get your visitors to fill out a form, take the initiative so they don’t have to. Pre-populate the cursor into the first field, so customers know where to begin and exactly what is expected of them.


Stick to one simple target on your landing page. Don’t confuse the situation and the customer by tagging additional services and products onto the landing page. Keep the shopping experience streamlined and simple.

Incorporate your Keywords On-Page

Reassure your visitors that they have come to the right place by incorporating the keywords into page titles and content. If your visitor has come for those LED Bulbs, but the page is titled ‘Nice Bright Things’, they may not be the most convinced of customers. Don’t let a sliver of doubt creep into their mind.

Pay Tribute

A relevant, personal testimonial can help assure your page visitor that your site, services and projects are completely legitimate and appropriate to their needs. Choose testimonials that will address the fears you believe genuine customers may have when considering using your site’s services. If you are trying to sell a new product, choose a testimonial along the lines of “I had never heard of XYZ before, but now I tell all my friends and family to use it.”

Include Product/Corporate Videos

Studies indicate that videos vastly improve rates of conversion. Many people would rather watch a video explaining a product or service than read about it. Furthermore, a quality video adds a sense of professionalism to the entire endeavour.