Customized Adwords landing pages can be very effective when used properly, much like squeeze pages, which have only one goal: getting the visitors email address.
The best landing pages usually follow a few guidelines:
They pass the Blink Test, which means the visitor can tell in 3 seconds what the page is all about:
- Where am I?
- Is it what I expected?
- What can I do?
- What’s in it for me?
The format I recommend is as follows:
Headline- Starting off with an Action verb, identifying the offer
Subhead- Bring viewer into the content
Bullet point-3-5 benefits/features with first words bolded for impact
Offer and call to action
Trust elements on either sides or bottom
Testimonials below trust elements
A strong Call to Action in button
Here is an examples of a great landing page:
If you look closely at the page, you will see that it uses white space effectively to accentuate the offer, has a strong headline and subhead, uses a variation on bullets (arrows) to highlight the offer, and uses an action verb in the submit button.
It also uses a downward arrow at the top of the Free Download form, to direct visitor through form process. Notice the form doesn’t ask for a bunch of information, which lowers friction and increases trust.