PPC: Landing pages, Part 2: What should they look like, what info should they contain?

A successful PPC landing page will engage your visitor

In PPC Landing Pages, Part 1 we defined pay-per-click advertising and discussed the importance of landing pages. In Part 2 we’ll cover the elements of an effective PPC landing page.

A well-designed landing page is important to the success of any law firm pay-per-click advertising campaign. These pages engage your visitors and prompt them to take immediate action, increasing your conversions.

What is a well-designed PPC landing page? It’s one that visitors can immediately identify as related to the ad they clicked. Web surfers have a very short attention span, so without that initial recognition, they are likely to leave without trying too hard to find what they are looking for.

Successful PPC landing pages tend to have:

• A headline that mirrors the ad: If your PPC ad promotes your services as a Napa family lawyer, the first thing your visitor should see, at the top left of the page, is the words “family law,” not something about, say, incorporating a business. Many law firms practice more than one area of law. Keep your landing pages focused on just the area highlighted in the PPC ad.
• Bullet points: Visitors who click on your PPC ad are busy and want to quickly figure out what you can do for them. Instead of long, tedious paragraphs, use short, snappy phrases presented as bullet points to draw the eye and get your point across efficiently.
• A prominent call to action: Place it “above the fold,” that is, make sure it is visible without having to scroll down the page. Present it as a big button or bold, oversized words that grab your visitors’ attention and tell them what to do next, whether it’s “Ask us now” or “Request your free consultation.” Avoid the generic “click here,” which is boring and unclear.
• Graphics: A page of plain text is dull, even with ample use of bullet points. Graphics can create a more pleasing presentation, just don’t overdo it. Keep images small and related to your service: happy people signing a contract, for example.
• Limited off-page navigation: Visitors click a PPC ad for a specific reason, so don’t encourage them to browse your site at this point. Other than the call to action, include links only to a privacy policy and either an About Us page or a Contact Us page, for people who need more information before committing. These links should be significantly smaller than the call to action, but still easy to find.

Remember to keep each ad campaign tightly focused to a single message. Since lawyers often provide multiple services, PPC for law firms might involve several ad campaigns, each spotlighting a different service.

Related posts:

1. PPC Landing Pages, Part 1: What Are They, Why Do You Need Them?
2. Optimize Your PPC Landing Pages in Six Essential Steps
3. PPC Ad Management: Cost-Effective Campaign Settings, Part 2
4. PPC Ad Management: Cost-Effective Campaign Settings, Part 1
5. PPC Copywriting – Writing PPC Ads