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Design Effective Landing Pages for PPC Ads

Design Effective Landing Pages for PPC Ads

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Posted on 10-24-2012


The first thing a visitor sees once they have clicked on a pay-per-click (PPC) ad is the landing page. Landing pages are great avenues for collecting contact information, marketing a service, and getting insight into what you can improve on your website.

In “3 Reasons Why Landing Pages Are Important,” George Passwater said, “If you have a high bounce rate on a landing page, but low engagement time on page, then you know you need to tweak some things in your copy or landing page design.“ Once you understand what makes an effective landing page, you can start generating more leads for your dental practice. Below are 5 tips for designing great landing pages for a PPC campaign.


1. Bold Headlines That Grab Attention

Headlines are the first thing that visitors read when they land on a webpage. The headline should clearly describe your dental services or promotion. Strong, bold headlines capture the reader’s attention and help them determine if they want to read the rest of the page.

2. Build Trust with Prospective Patients

There are several things you can include on your landing page to build trust in your practice. A strong logo that accurately represents your practice, certification logos from reputable organizations (i.e. the BBB), and patient testimonials are all great ways to build trust.

3. Proper Text and Relevant Images

The landing page should only contain text that directly relates to the message in your headline. Provide a short description of your services. Also, only use images that relate to the message and clearly show what you are trying to communicate. Write content that is persuasive to increase the likelihood that visitors will stay on your landing page.

4. Simplicity is Key

Keep your page simple. Don’t overwhelm visitors with too much content or images. Take a “less is more” approach when designing your landing page. Keep in mind that the main goal of your landing page is to get the visitor to perform a single action, so focus on that action.

5. Craft a Clear Call-to-Action (CTA)

The CTA focuses on getting the visitor to complete an action (i.e. scheduling an appointment or signing up for a newsletter). The most eye-catching part of your landing page, apart from the headline or message, should be the CTA. Make the CTA easy to find by distinguishing it from the rest of the page. Use vibrant colors, like bright red, green, or blue, and bold fonts. When possible, use arrows that make the CTA obvious to website visitors and lets them know what you want them to do.


And there you have it, 5 tips to creating great PPC landing pages. If you want more information on effective landing pages or running PPC ad campaigns, call us at 1-800-IMATRIX today.

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