Creating High-Converting Landing Pages for PPC Campaigns

What many businesses may not realise is that landing pages are a huge part of a PPC campaign. Even the most targeted ads can fail if the page they take users to isn’t designed to convert. For PPC agencies and marketers, creating landing pages that capture attention, guide users, and drive conversions is essential.

Below are six best practices to keep in mind when designing a landing page that will work seamlessly alongside your paid search campaign.

1. Start with Clear, Action-Oriented Headlines

The first thing that visitors will see when they visit your website is your headline. Craft a clear, benefit-driven headline that immediately conveys the value of your offer. Try to avoid vague phrases, and instead focus on what the user will gain.​

Example: Rather than having a headline that says “Learn More About Our Services,” use something more specific like “Increase Conversions with Our Expert PPC Agency.”

A compelling headline keeps users engaged and sets the tone for the rest of your page.

2. Keep the Design Simple and Focused

Try to keep your landing page decluttered. If it has too many elements, it can distract visitors from the main conversion goal. A good practice is to focus on a single call-to-action (CTA) and remove unnecessary navigation, links, or pop-ups that might deter users.

Best practice: Use the whitespace on your landing page to direct attention to your CTA or other key content.

A clean, purposeful design improves readability, builds trust, and increases the likelihood of conversions.

3. Craft Compelling and Relevant Copy

The copy on your landing page is very important. Align your copy with the ad that brought users to the page to create a seamless experience. Address pain points, highlight benefits, and explain what makes your offer unique.

Tip: Consider using bullet points for scannable content, making the information bite-sized and easy for users to digest.

Relevant, concise copy ensures that visitors understand the value of your offer immediately, increasing the likelihood of them taking action.

4. Optimise Forms for Conversions

Many landing pages collect leads and conversions through forms. Too many fields can discourage users, while too few fields may not collect enough data.

Best practice: Only ask for essential information and make sure that the form is well-designed with clear labels and inline validation.

A well-designed form reduces any hurdles and improves the overall conversion potential of your page.

5. Use Trust Signals and Social Proof

You need to reassure visitors that your offer is credible and trustworthy. A great way to quickly build trust is by including testimonials, reviews, security badges, and client logos.

Example: Include a short testimonial or display recognisable brand logos to demonstrate credibility.​

Trust signals will help potential customers to overcome any skepticism they may have, encouraging them to complete the desired action.

6. Optimise for Mobile and Page Speed

The number of users accessing landing pages via mobile devices is continuously increasing. Because of this, responsiveness and load speed are critical components for your landing page. Slow or poorly designed mobile pages can kill conversions before users even see what you have to offer.

Tip: Test your landing pages on multiple devices, compress images, and minimise heavy scripts to improve performance.

Mobile-friendly, speedy landing pages ensure that users have a smooth experience, reducing bounce rates and improving conversions.

​Now that you’ve optimised your landing pages for conversions, get in touch with Glassbox to kick-start your PPC campaign!