Landing page development should be one of your top priorities if you desire to have an effective inbound marketing strategy. Just building a general homepage for your search engine marketing ads will not convert very well.

1. Build It And They Will Come - Then What?
Landing page development should be one of your top priorities if you desire to have an effective
inbound marketing strategy. Just building a general homepage for your search engine marketing ads will
not convert very well. Once you build an effective website and inbound marketing strategy, ensure that
the most important, the page your customer lands on is relevant to their search.
What is a Landing Page?
The landing page is the actual page where links end up after they have been clicked in a Google Adword,
Yahoo or Bing keyword or ad or any other inbound link. However if the customer searched XYZ and the
first thing they see on the page once it loads espouses all the benefits of ABC, they will be confused and
more than likely leave the site. Having landing pages that match keyword search phrases is important.
What also is important is designing a landing page that is eye-catching and relevant. The following ideas
are best practice ideas for building a suitable landing page.
Come straight to the point
People have busy lives and their attention spans online have been trained to be short. In that vein, keep
your message on point and to the point. Create attractive headings and subheadings that are directly
relevant to their keyword searches and create lists or bullet points to highlight supporting information.
This provides information quickly and succinctly and lets the user know they have arrived at the right
page.
Contrasts that POP
It’s an age old trick in marketing. Provide contrasting colors in any ad where the true idea pops off the
page, before their very eyes. For example, the call to action should be in a contrasting color to attract
the consumer’s attention to what you want them to do.

2. Brand it!
This is your chance to shove your brand in their face and they will expect it. Ensure its placement is the
same across all your landing pages, for consistency. It does not have to be front and center, but should
be top right or left to ensure they see it.
Feng Shui
One of the worst things you can do on a website or landing page is cram in as much information and
visuals as possible. One reason is pictures and objects take time to load, and a slow loading page forces
bounces, because in today’s ‘need it now’ mentality, no one wants to wait. Also, the visual distraction
can force confusion about your message and call to action.
Clean Lines
There really is something that is cleanly formatted. Use of formatting to keep the design simple and
clear keeps the message clear and simple as well. A simple message means a quicker path to conversion.
Third Party Proof
Proving your claims with third party research studies, testimonials or reviews lends credibility to your
products or services. It ensures that if the client was thinking of purchasing, there are no more
objections.
By building a website and online ad campaign, the work is only half done. The true measure of the
program is proper landing page development to ensure the absolute most important part of the
process: conversion.