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The Ultimate Landing Page Checklist for Google Ads — [2024]

how to improve landing page experience Google Ads

Want to know how to improve your landing page experience for Google Ads?

On a weekly basis, thousands of people try their hands at Google Ads, tipping millions of dollars down the drain.

And the reason isn’t because their offer sucks. It’s because the way they position their offer… sucks.

Truth is, most business owners create landing pages that are “we’re the best”, “we do this” “we’re experts”. Lots of we, we, we.

But no one cares. 

Gone are the days of the “build it and they will come” mentality.

It’s about matching the visitor’s search intent with content they expect to see in a compelling and interesting way.

Visitors should be able to quickly understand what your product or service offers and how it benefits them.

Because a poorly designed landing page is like an unappetising, complicated menu with over 100 dishes and no clear direction (creating a paradox of choice). 

This leaves people:

  • Confused
  • Annoyed that they wasted their time
  • Leaving them with a sour taste in their mouth

To avoid this disappointment, here’s a checklist to help you create landing pages that actually convert clicks into customers. 

How to Improve your landing experience for Google Ads

an image showing what makes an effective landing page. it's featuring a clear and concise headline, relevant and informative supporting copy, and an attention-grabbing image. the page has one main call-to-action (cta) that stands out, and the navigation menu directs visitors to the main website. the landing page is optimized for search engines with schema markup, has a high page speed, and features relevant products. understanding how to improve landing page experience for google ads is crucial for businesses looking to convert visitors into customers through their website.
Source: Yext

A great user experience can leave a lasting impression that sets the stage for a fruitful relationship. 

To make sure that your landing page leaves that unforgettable mark, pay close attention to these essential checklist items.

#1 — Is your offer clear and concise?

Your visitors should be able to quickly comprehend what you’re offering and why it’s worth their attention.

Your landing page should avoid using jargon or complex language that may leave visitors scratching their heads.

Get straight to the point and tell people what benefits they can expect from your product or service.

And most importantly, why they should choose your offer over others (use storytelling based on your persona).

#2 — Are you storytelling with visuals?

A picture is worth a thousand words. Great visuals can make your offer that much more captivating and hard to resist.

Think of it as dressing to impress. 

You should incorporate eye-catching images, like genuine photographs displaying relevant emotions or videos that showcase your offer using psychological biases.

Why? 

According to recent studies, 67% of product people say images are very important when making a purchasing decision.

With good photos, you’re drawing your visitors in and enticing them to take that next step.

#3 — Are you consistent with your brand? 

Imagine sitting down at a restaurant. You’re browsing through the menu and ordering fish. 

When the dish arrives, it looks nothing like the description at all. 

Well, that’s exactly how it feels when a brand promises one thing on its Google Ads’, but delivers something completely different on its landing page.

Consistent branding is key to building trust and credibility. 

Just like a restaurant that consistently delivers dishes that match their menu descriptions. 

So, make sure your landing page’s messaging, positioning, design, colours, and fonts are consistent with the rest of your marketing; especially your Google Ads. 

That way, your visitors won’t feel like they ordered the wrong dish and leave your website for a competitor.

#4 — Is your web page easy to navigate?

Make it easy for people to find what they need by keeping things organised and simple. 

Don’t let clutter get in the way, and make sure your main call-to-action button is in a spot where everyone can see it. 

Help them explore your website effortlessly, and they’ll be more likely to stick around and take action.

#5 — Does your landing page look great on mobile?

image 69
Source: Indiehackers

Did you know that only 86% of the top landing pages are mobile-friendly?

Don’t be part of those who aren’t doing their due diligence. 

Show visitors that you’ve got the flexibility to handle any device that comes your way.

Make sure your landing page looks great and works perfectly on smartphones, tablets, and desktops.

That way, you can always connect with your audience, leading to a higher chance of sales.

#6 — Does your page load in under 3 seconds?

image 67
Source: Marcom Robot

Let’s be real here. No one likes waiting around.

Did you know that a 2-second delay in webpage load time can increase your bounce rate by 103%?

The bounce rate tells you how many people leave a website without clicking on anything else. 

It’s like visiting a store, looking at one thing (or nothing at all) and then leaving without buying anything. 

If most people do this on your website, it could mean that it’s too slow or doesn’t relate to your target audience.

So, to keep people engaged, it’s important to ensure your landing page loads quickly. 

Here’s what you can do:

  • Start by optimising your images for low file sizes.
  • Use lightweight, clean, and efficient code to make it easier for browsers like Google Chrome to process your website.
  • Take advantage of caching so your page loads faster on repeat visits. I recommend using Cloudflare as your CDN (Content Delivery Network), and Cloudways as your hosting provider for best results.

Remember, the faster your page loads, the better. 

Improve your content

It’s very rarely the case that your content will hit a home run from the get-go.

That’s why split-testing and reiterating your landing page’s content is crucial to your success on Google Ads.

To optimise your landing page’s content to generate clicks, make sure you focus on these three things: establish a connection (through compelling headlines and content), deliver value (that your audience would actually value), and convince visitors to act (scarcity or limited-time offers).

#7 – Write strong headlines that grab attention

Come up with intriguing headlines to catch your visitors’ attention. 

Your headlines must be clear, concise, and relate to your marketing persona’s pain points, desired outcomes, and the objections they’d have with your brand.

#8 – Ditch the boring content

You should write conversationally and make your content easy to read. 

Break up your text with subheadings, bullet points, and images.

Use a grade 6-9 reading level (try Hemingway) so as not to lose them in a sea of words. 

#9 – Highlight benefits and features of your product/service

image 64
Source: Bablic

Your landing page should emphasise the advantages of why people should choose you (based on your marketing persona). 

If you can show people how your offering can help them with their challenges, they will be more inclined to commit. 

To do this, here are some things that you can do:

  • Focus on the most compelling benefits. Rather than listing every single feature and benefit, highlight the top ones that matter to them. 
  • Don’t make false promises. Be honest and transparent about what your product or service can deliver. Exaggerated claims or unrealistic promises can harm your reputation and conversion rates.
  • Tailor your message to your ideal customer. Make sure your features and benefits directly speak to their needs, wants, desires, pain points, and objections. 

#10 – Showcase social proof that shows you’re not just talking the talk

image 65
Image 65

In the world of digital advertising, social proof is the kingpin of conversions. 

So, include testimonials, case studies, or reviews that demonstrate the effectiveness of your product or service. 

This evidence adds credibility to your claims and helps build trust with your visitors early on in their exposure to your brand.

#11 – Use  a clear call-to-action that lets your visitor know what’s next

image 60
Image 60

Your landing page should guide people towards your desired action. 

Whether it’s signing up for a newsletter, purchasing a product, or downloading a resource, make your call to action clear, compelling, and visible. 

According to research, call-to-actions (CTA) that are surrounded by more negative space and less clutter can increase a company’s conversion rate by 232%.

That’s just the visual part. 

The wording on your CTA is arguably more important. 

Personalised CTAs convert 42% more visitors into leads than generic CTAs.

So, next time you write “Sign up now”, try something creative.

Overall, you should carefully consider the design and wording of your CTA to make sure it’s effective in guiding your visitors towards the desired action. 

Optimise your landing page for SEO

Here’s a list of things you can do to optimise your landing page for better conversions:

#12 – Place keywords in your content

Your headline, subheadings, and body content should include some of  your SEO keywords. 

This helps Google understand the context of your content and lets your visitors know they’re in the right place (based on their Google search).

#13 – Write relevant meta titles and descriptions

Your meta titles and descriptions tell Google what your landing page is about, helping bots determine your Google Ads quality scores (which help you unlock discounts on ads).  

#14 – Use schema markup

Schema markup helps search engines better understand your content. 

As a result, Google presents it more attractively in search results.

Why is this important for Google Ads? It can help determine your quality scores. 

#15 – Check tracking codes are installed correctly

image 59
Source: Google Support

Sometimes the reason why you might think that your landing pages aren’t working is because you’re not receiving the correct data.

Ensure you have tracking codes installed on your landing page, such as Google Analytics 4 or other third-party tools. 

Double check that your tags are setup correctly and that conversions are firing when you want them to.

This helps you make data-driven decisions to optimise your page and maximise conversions.

#16 – Conduct A/B testing

A/B testing allows you to experiment with design elements, copy, and call-to-actions.  

By testing and comparing, you can pinpoint what resonates most with your audience to optimise your page to squeeze the most profit out of your Google Ads campaigns.

Establish trust and security

Building trust and a secure website shows you’re responsible and reliable, and it helps visitors feel comfortable. 

Trust and security are the foundation for a robust and long-lasting connection with your audience. 

#17 – Don’t skimp on trust badges and security seals

image 66
Image 66

It’s crucial to display trust badges and security seals on your landing page. 

These symbols serve as a virtual handshake. It makes people confident that your site is legitimate and reliable. 

#18 – Make your privacy policy transparent

We all know the internet can be a distrusting place. 

People are increasingly concerned about their privacy. 

So, make sure your privacy policy is easy to find and understand. 

This gesture shows respect for your visitor’s personal boundaries and helps you avoid legal headaches down the road.

#19 – Don’t neglect the SSL certificate

image 62
Source: Setupad

An SSL certificate is like a bulletproof vest for your website. 

It encrypts sensitive data, making it nearly impossible for hackers to intercept your customers’ payment information. 

It also sends a clear message that you’re serious about their safety. 

#20 – Offer a clear refund and return policy

Nothing screams, “I’m trustworthy, like a convicted, well-defined refund and return policy.

This shows your customers that you stand behind your products or services.

Keep it simple, straightforward, and easy to find so there’s no room for confusion.

#21 – Don’t underestimate the power of secure payment options

image 58
Image 58

Finally, it’s essential to offer secure payment options. 

People need to feel confident that their financial information is safe when they hit that “Buy” button. 

Ensure you proudly display recognised payment logos like PayPal, MasterCard, or Visa. 

Make a memorable post-conversion experience

With what we’ve discussed, you can successfully convert a visitor into a lead or customer. 

But the journey doesn’t end there. 

The post-conversion experience on your landing page can make or break your budding relationship with your customer.

It’s your chance to show appreciation, build trust, and keep the conversation going. 

Here are some things to help you create a memorable post-conversion experience.

Bonus #22 — Make  your customer feel appreciated

image 68
Image 68

After someone completes an action on your website, it’s important to send them a confirmation and thank you email.

A simple “Thank you for signing up!” message can go a long way in making your visitor feel appreciated and acknowledged. 

Make sure the message is clear, concise, and consistent with your branding and messaging.

Bonus #23 — Thank you page that shows you’re not taking them for granted

image 63
Source: WordStream

A thank you page is another excellent opportunity to continue the conversation.

Instead of a generic message, try to customise your thank you page and offer more value to your visitor. 

You can base the page on the visitor’s intent, interests, or preferences. 

For example, you should put the guest’s name at the top and then have suggested related resources that they might be interested in. 

Take the image above as an example. 

They’ve added the name of their guest who’s completed an action. 

And then they offered to schedule a meeting.

A personalised thank you page shows that you care about your visitor.

They’ll feel that you are committed to providing a great customer experience.

Bonus #24 — Upsell and cross-sell often

After a customer converts, it’s good practice to offer relevant upsell or cross-sell options that can benefit them.

For example, if they signed up for a free trial, you could offer a discounted annual subscription or a bundle of complementary features. 

Be careful not to be too pushy or irrelevant, as this could backfire and turn off your customers.

You’re now ready to improve your landing page and generate more conversions

You only have one chance to persuade someone new. 

To increase your landing page’s conversions, it’s essential to dedicate time to improving your landing pages

If you’re short on time or struggling with optimisation, consider enlisting the help of an experienced Google Ads expert that understands conversion rate optimisation (CRO).

Josiah is a multi-award-winning digital marketing consultant and former journalist for the Australia Times. He now helps 6-7-figure brands as a Fractional CMO to generate predictable leads and sales growth.​

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Google Ads Guide Every Business Needs Now
How I Made $73 Million
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