A successful and quality landing page is one that will create conversions for you product or service. To create the conversion intention amongst your visitors, you must first think as though you are your own visitor. Landing page goal, persuade visitor to convert without becoming distracted; got it?

What is important in creating a quality and successful landing page?

I recall an email I received on my adwords account directly from Google:

“There is no one specific formula to determine the quality of a landing page or website. On a case-by-case basis, we will evaluate the content, structure, and navigation of a website. Keep in mind, the most relevant landing pages will include a substantial amount of content that is highly relevant to not only your choice of keywords, but also to your ad text.”

Evaluating this statement, it would seem as though the phrase, case-by-case basis would imply Google is going to manually review and moderate millions of adwords landing pages. Actually, the process is extremely automated and Google, as always has proven to provide a self-reliant system in which we trust. It also suggests that because of the evaluation process, our landing pages need to include text based content and be rich with wonderful keywords.

5 Things to keep in mind

1. The direct approach can be broken down into many seperate yet fundamental ideas. The idea of your landing page is to convert users and convert them quickly. Therefore, keep things short. You want your user to see the product or service, get information and decide they cannot live without it, quickly! Upon making their impulse decision, you must provide them with clear call-to-action method for signing up, subscribing, ordering, ETC. (big buttons or text).
2. The content of your landing page is where you will really persuade the user to convert. Your content should consist of well-developed paragraphs consisting of three to four lines maximum and clearly delivering the message or idea you are representing.
3. Create a virtual trap that once your users find themselves within, the only logical solution is to continue. Example, when the user begins the funneled process of navigation to ordering your product or service, remove navigation options, and exit links. Provide the visiting user with the only logical solution.. continue! Without an option to visit your other website(s), go home, or find out more about you — they can only move forward or click the X.
4. Reinforce your credibility with testimonials. Potential clients and customers love seeing statements from previous clients and learning about you. The more they hear the more they know and more they will trust you. Provide them with the key elements required to make their decision. Give them statements that ring a positive reinforcement in their heads so they feel they’re making a wise decision.
5. Presentation is key. Use images and a color scheme that mesh well with your mission. Your objective is to make a sale or convert a user, not run them off because of poor contrast. Present your case well and it will be successful.

More from Google

“The best way to figure out whether your keyword, ad, or landing page is relevant and useful is to put yourself in the shoes of a user. Do your ad and landing page include language that makes sense in the context of the keywords you have chosen? For example, if you have selected the keyword ‘hiking shoes,’ have you made sure that your ad mentions hiking shoes or related name brands? Does your landing page actually offer the name brands you mentioned, along with detailed information about this shoe type?”

“Targeting your keywords, ads, and landing pages in this way likely will lead to several positive results. First, it can help you gain the trust of your customers and therefore keep them coming back to your site. You will also minimise the money spent on clicks from users who might not be interested in what your website offers. And finally, you can increase your overall Quality Score and lower the minimum bid necessary for your ad to appear.”

Its a bit of trickery and alot of smarts

You may feel like these methods are tricking your clients. Honestly, they are. Your product or service had better be up to par with the client you’re hoping to obtain. If its not, then yes, you are tricking them into making a purchase they will hate. However, these methods are only to inrease your conversions.. the rest is up to you!