A landing page can make all the difference in your digital marketing goals. Whether you want to boost sign-ups, sales, or discovery calls, the right page can help you connect with visitors even while you sleep.
But the difference between a good and great landing page is more involved than you might think. While the average page converts between 2% and 5% of visitors, some companies have landing pages converting up to 15% of their users.
What makes some landing pages more effective than others? And how can you make yours as conversion-friendly as possible?
It all starts with understanding the fundamentals — including how Google sees your page.
This guide breaks down the five keys of landing page creation so you can launch your first Google search campaign. By understanding each step and the science behind it, you can curate on-brand experiences to engage visitors and drive results.
But First: Understand Google’s Perspective
Before we jump into the nitty-gritty here, let’s look at the landing page from Google’s perspective.
A landing page for Google is a webpage people visit after clicking an ad or searching a specific keyword. This could be an existing webpage or a custom URL depending on your campaign.
Landing pages rank on Google just like any other webpage. The actual rank of your landing page depends on the ‘experience’ provided to users, which boils down to five specific factors:
- Usefulness of page
- Relevance of information
- Ease of navigation for the user
- Number of links on the page
- Expectations based on the ad creative (if applicable)
You can work with a search marketing expert like Autumn Consulting to get more insights about Google’s perspective on landing pages.
For now, let’s use what we’ve learned to build a high-conversion landing page.
5 Steps To A High-Converting Landing Page
Ready to craft your most successful landing page yet?
Here’s what you need to get started:
1. Select a Winning Headline
Headlines in marketing are like a front lawn: everybody’s got one, but only the best get people talking. If you want to show up online and engage potential customers, you need to craft a meaningful headline that captures your reader’s attention.
One effective approach is to use a question or statement that creates curiosity among readers. Think about your audience and what they might be interested in, then use that knowledge to guide your headline. Don’t forget to follow Google’s indexing procedure to ensure great SEO.
Remember: a great headline can make all the difference in whether searchers click or ignore your page. Take all the time (and brainstorming) you need to entice visitors to read more.
2. Optimize Your Content
Creating content is a vital aspect of any landing page, but you can’t forget to optimize said content to achieve your maximum conversion rate.
Whether you’re building a brand-new page or optimizing a previous campaign, you need to make your content as readable and engaging as possible.
This may involve tasks like:
- Incorporating keywords and phrases your target audience is searching for
- Structuring content in a way that’s easy to scan and read
- Including images and other visual elements to break up text
Speaking of images and visual elements. . .
3. Integrate Dynamic Content
Visuals have a unique ability to grab and keep people’s attention. While the words on your landing page help convey thoughts and ideas, they’re not half as powerful (or fun) without the right visual interest.
What kind of visual interest should you put on your landing page? Anything that makes sense for visitors to see. This may include:
- Videos
- GIFs
- Pictures
- Infographics
- Charts and graphs
If you don’t have an on-staff graphic designer, you can work with a full-service marketing agency like Autumn Consulting. We’ve helped hundreds of businesses in dozens of industries design dynamic landing pages to achieve their goals.
4. Implement Calls-to-Action
A call-to-action (CTA) can make or break your landing page conversion rate. You need to spend a good amount of time deciding how you want to position your message.
Need some inspiration before getting started? Some common CTAs include:
- Subscribe Now
- Sign Up Today
- Get Your Free Trial
If you can’t decide on just one CTA, you can always A/B test to find the best option. This is where the next step comes in:
5. Test and Monitor Your Results
Testing and monitoring can help you quantify the impact of your landing page campaign. It can also help you generate new content, especially if you’re testing how different words, images, or CTAs impact audience behavior.
First, make two copies of your landing page. Then, tweak one component between the two (like your CTA wording). You can measure which page has the best conversion result to determine how your customers prefer to take action.
Autumn Consulting recommends Google Analytics 4 as a baseline for measuring landing page success. Just check out how we helped Verst Logistics get more than 1,000 leads from their business landing pages.
Connect With Autumn Consulting For High-Converting Landing Pages
Crafting high-converting landing pages for Google search campaigns is both an art and a science. Not only do you need to generate thoughtful, effective content, but you also need to stay ahead of the curve with testing, optimization, and more.
Working with an experienced marketing team can help bring your landing pages to life. The team at Autumn Consulting has the expertise, skills, and resources necessary to build high-converting landing pages for your business.
First, we come alongside your team to learn more about your goals and objectives. Then, we start working on all the details so you can focus on running — and growing — your business.
You can get in touch with Autumn Consulting by calling (813) 618-7554 today. We’d be happy to chat about your current situation and how our Google search marketing experts can help.
