Building an effective Landing Page – Basic Steps

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Building an effective Landing Page can make the difference between winning or losing customers. Even if you set a consistent budget to promote your page, the results won’t show unless you build landing pages the right way.

As we know from previous articles, the Quality Score has a huge impact on the CPC(cost-per-click) value. If you don’t have a good landing page experience, your CPC will be higher than you expect. In other words, you will be able to spend your budge wisely only if you build an effective landing page.

Following some basic steps will increase your chances for a successful campaign.

What is the goal?

As in any marketing campaign, you must set your goal before starting your project.

You may want to get transactions, leads, video views, file downloads or subscriptions from your customers, and you need to build your landing page accordingly.

Breathtaking Headline

You only have one chance to make a first impression. Make sure you will surprise your audience with an outstanding headline that will determine them to read further. It should be relevant for the purpose of your landing page, but also distinctive from the rest of the page.

Clear and Relevant Content

If you already made the first impression, let’s start building the second one. Keep your content as simple as possible and don’t forget to make it relevant for your page. Give all the necessary details of your offer and explain all the advantages your customers have. If you consider appropriate, you can use some ‘irresistible’ words that will trigger involuntary reflexes to your audience (eg.: ‘imagine’, ‘wonder’, ‘which means’). Do a separate research if you’re not sure how to use them.

Perfect design

Try to create a flawless design which attracts eyes. Make sure you position all the buttons and functions in accessible places and don’t forget to make it mobile friendly. You also need to be careful with the color scheme you choose, as that also might influence your audience.  But still, be careful not to exalt to much with this part, as it shouldn’t distract attention from the content.

Make it effortless for your audience

Keep things simple and give your audience only simple duties. If you want to get their personal details, use as few fields as possible. If you want them to subscript, make the process as simple as possible and so on.


After you finished it, start testing and tracking. There are a lot of tools out there, use them!

If you start your campaign by building an effective Landing Page, things will go much easier and you will get a better ROAS (return on ad spend).


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