These days the advice on landing pages makes them seem more complicated than surgery, but really it’s not that hard.
Make a landing page that looks nice, make a landing page that’s fast, and crucially, make a landing page that’s relevant to the search users search intent.
Give the search user what they’re looking for, give them an easy way to convert, make sure the website loads fast, and bam, you just got a lead! It’s fun.
However, if you want to go a little bit deeper, then I’ll share with you what the most important thing about landing pages is. The most important thing is that the landing page makes a connection with the search user. Say it with me, “connection.”
Fast website, relevant content, easy way to convert, yes, all of that is important and necessary for landing page success, but all of that is also first-level thinking. All of those things are necessary for success, but they don’t ensure success. You can have a fast website, relevant content, and the most beautiful, simple lead form the world has ever seen, but if you don’t get to second-level thinking, and you don’t put yourself in the search user’s shoes and achieve that connection, then your landing page can still fail.
A fast website gets the search user in the front door, a nice looking page makes them feel at home, relevant content catches their attention and gets them to stick around for more than a split second, but then it’s the connection that actually hooks the search user and gets them to convert and fill out a lead form or call you.
Connection is related to relevance, which catches attention, but it goes beyond relevance. Connection convinces the search user what caught their attention can indeed help them solve their problem. Connection is you, through your landing page content, convincing the search user that you can help them solve their problem.
For example, if you run a personal injury law firm, you can make connection with a search user that lands on your landing page by showing them information about similar cases to their’s that you’ve won in the past, like if you’ve helped a lot of car accident victims get money they’re entitled to, talk about those cases on your landing page, talk about those results, and the search user will feel connection because they’ll see that you’ve helped people just like them who were in the same situation.
Or if you’re a moving company, show videos and pictures of your real employees doing real moves with your real truck. These pictures of real movers and real moving trucks will connect with the search user, and they’ll see that you are the exact moving company they’ve been looking for, that you can help them, and that you’re not just like the rest of the landing pages they’ve been to with stock photos where the search user hasn’t felt connection because they don’t know who they’d be actually contacting if they filled out the form or called in.
Connection is about trust. Trust is earned. Build trust with your landing page visitors by showing them that you are exactly what they’ve been looking for. You’re a real company, you have a track record, and you help people just like them with the same service all the time.
If you build that trust, if you achieve that connection, and if you’ve got great search terms that people searched when they clicked on your ad and landing on your website, then you should produce high conversion rates and be able to get a profitable cost per lead. And you’ll be very happy with your Google Ads results.