Landing Page Best Practice for Paid Search

Chapter 6 of Paid Search Optimisation

Creating effective landing pages requires a focus on usability, accessibility, persuasiveness and establishing trust with the user. This chapter provides best practice guidelines for delivering a great customer experience and optimising for Google’s Quality Score to drive conversions.

18 minute read

Effective landing pages should be usable, accessible and persuasive, while fostering trust in the brand. This chapter looks at best practice for creating landing pages in order to improve the user experience and increase conversion rates. It covers:

Best practice: Covering layout and functionality, what 12 guidelines should advertisers follow in order to create landing pages that deliver a great customer experience?
Trust: Which factors influence trust in an online brand, and what techniques can be employed to build positive audience sentiment?
Quality Score: How can advertisers ensure their landing pages are optimised for Google’s Quality Score by focusing on relevancy, trustworthiness, navigation and reliability?