A quality landing page is one that reinforces ‘conversion intent’. To achieve this, you need to consider the mindset of your visitor and provide enough information to persuade them to convert, as well as taking care to avoid any unnecessary distractions.

I recently found this list by Online copywriter Nick Usborne, who we interviewed a few weeks ago, with seven tips for improving landing page headlines to increase conversion rates.

Here are a few of Nick's tips...

Know where your visitors are coming from

The referral source, whether from an email campaign, a PPC ad or offline campaign needs to be linked in to the landing page so it is relevant to customers that click through.

...make sure your landing page headline matches the expectations of your reader as soon as they arrive. And that means understanding precisely what it is your visitors are looking for.

Here's an example of how not to do it; Littlewoods has paid for this PPC ad for the term 'cheap nintendo ds':

Littlewoods PPC ad

However, its landing page fails to deliver on the promise; and actually leads visitors to the wrong product, not even showing its DS prices, let alone providing a headline that is relevant to the ad: 

Littlewoods landing page

Give the headline a 'body and tail'

By this, Nick means that the landing page headline and call to action should be connected. Instead of a generic call to action such as 'buy now' or 'add to cart', he suggests using phrases such as 'get your free sample now..'.

Once you have a powerful headline in place, just make sure that you extend its power all the way through to the last words on the page. 

Test your headlines

Testing different versions of your landing page headlines is the only way to find out which is most effective at converting visitors. Nick recommends setting up a simple A/B split test through Google Analytics and trying out different versions, changing one variable at a time until you're sure.

As well as landing page copy, there are other factors to consider when designing effective pages. These factors include a fast loading page, good use of product images and graphics, as well as a usable website.

For more detail on designing PPC landing pages, see our Paid Search Marketing Best Practice Guide, or this checklist for landing page design.

Graham Charlton

Published 20 April, 2009 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (2)


Chris "Cartel" English

 I haven't launched my PPC campaign as of yet. Just gathering information before I take the plunge. Thanks for the article.

over 9 years ago



I am always amazed that companies (especially larger companies) can spend so much money and effort on a PPC campaign but fail to ensure the content is relevant or appealing once the searcher arrives.

Even if the information is relevant, if the headline or content is confusing or uninspiring, the searcher will simply navigate away but their click will have cost.

More time and attention needs to be paid to quality content on landing pages!


Journalist and SEO copywriter

over 9 years ago

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