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What Makes A Great Adwords Landing Page?

Zack Hanebrink
Zack Hanebrink 28 December 2017

Updated 2/21/2019

Should your Adwords landing page conversion rate be higher? AdWords landing page design can make or break your campaign performance.

Probably so. 10% of advertisers regularly achieve conversions 5x higher than average. This is typically done with a lower spend, too.

Whatever your industry benchmark is, there's always room for improvement.

Linking out to your homepage is not enough. You need to craft a specific Adwords landing page, capable of enticing visitors to take up an offer or buy your product.

If you're struggling to design a winning landing page, read on for 5 factors that will boost your conversions, and keep you ahead of the competition.

Let's do this.

1. Well Purposed

Before you design the visuals of your Adwords landing page, it's critical that you consider its purpose. To get started, ask yourself the following questions:

  • What do I want customers to do when they arrive?
  • What are my competitors doing?
  • How does my landing page stand out?

To bump up your conversion rate, you need to understand your audience and determine precisely what they want from you. Only once that's clear, can you put together a landing page that'll blow their minds.

2. Easy to Navigate (Strong UX)

Minimalism is an art. Keep things simple and uncluttered, and use whitespace to your advantage.

It helps to imagine yourself as the visitor, with no prior knowledge of your brand. Simplify the process, making sure the next step is always obvious.

You'll also need to make sure there's a clear color-contrast between your background and call-to-action buttons. They should pop out the screen and be immediately evident to visitors.

To make sure you hit this out of the park, check out 5 more landing page design tips.

3. Strong Copy

Your Adwords landing page may look dazzling, but if it's not packed with rich, useful content, it's unlikely to help convert.

You'll need a strong headline that succinctly conveys your value (or offer) in clear, concise language. Follow this with a powerful subheading that gives more explanation about what you can provide.

Include the word 'you' and talk directly to your target consumer. Don't get caught up harping on about features. Focus instead on the benefits to the consumer and the problem that you help them solve.

Don't worry about including every detail here, the main aim is for your visitors to take a closer look at what you're offering.

4. Quick Loading Time

Don't underestimate the value of a quick landing page when it comes to converting your visitors.

40% will abandon your site if it takes more than 3 seconds to load. Thankfully, slow loading times are easy to recognize.

Input your landing page address into a free speed-test tool, such as Google's page speed insights, and you'll instantly know if it's up to scratch.

5. Mobile-Friendly

Almost 60% of searches now come from mobile devices. That means it's well worth using Google's testing tool to see if you're deemed mobile-friendly. If not, it's time to optimize your landing page with a responsive design.

That means no pop-ups!

Create a Strong Adwords Landing Page

You've already invested time and money into Adwords campaigns, don't let this go to waste with a sub-par landing page. Get started with the above tips, and you should see a healthy increase in Adwords conversions.

If you'd like some help in pulling it all together, get in touch today. We specialize in designing custom landing pages for Adwords, optimized to meet your goals.