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15 Point Checklist For Effective Landing Pages

Why spend time and effort building an organized Ad Campaign and effective PPC Ads, then send a consumer to your a landing page that doesn’t provide enough information for them to make a buying decision? Or worse — send them to your standard Home Page!

To establish trust and prompt users to action, I incorporate as many of these 15 elements as possible into my custom landing pages.

  1. Keywords to match the PPC Ad (which should have keywords that match the search).
  2. Properly optimized on-page elements; title tag, h1 tag, meta tags, keywords in text, in-page links.
  3. Strong title based on solid advertising principles.
  4. Call to action at the top, (possibly middle), and bottom of the page.
  5. Customer centric text. It’s not about what’s important to you as an advertiser. It’s about the customer.
  6. Meaningful photos or graphics to re-in-force the text. Not to detract from the text.
  7. Association memberships and associated images.
  8. Include testimonials.
  9. Utilize coupon or “web” special offer, especially if the call to action is only a phone call or email. You need to provide a mechanism to track the business.
  10. Warranty information as apporpriate.
  11. List the physical address and phone number of the business. This helps establish trust.
  12. Features and benefits. Customers buy based on emotions and then justify their purchases with logic.
  13. Payment terms and associated graphics.
  14. Business hours. After hours charges.
  15. Service area covered.
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