Essential Components of a Relevant Landing Page

A relevant landing page is not JUST any old HTML page to send your visitors to. Often the difference between making a sale or not will be a direct result of your landing page relevance. Let's think about why relevance is important.

When someone performs a search in Google (or any other search engine), they are looking for the most relevant results. This is why it is important that you do your best to send people to a page that is relevant to the keywords they searched for. For example, if someone does a search for healthy homemade dog food into Google and you send the person to a general page about dogs, you would not be relevant enough. Although the topics are relevant, they are not PRECISE! If you send this person to a page outlining the benefits of homemade dog food and recommend a place where they could buy it online (or learn to make it themselves), then you would be targeting your audience correctly. THIS IS CALLED LANDING PAGE RELEVANCE!

Here are the components of a landing page that you should focus on.

Headlines

A headline is not just big text on your site and a place to put your website name. A headline is often the first item people see on your page, and it should be the first place that your website visitors see relevance. A good headline will include the EXACT keywords that came from the search, as well as some supporting content that outlines the benefits of the person being on your page.

Here is an example for the healthy homemade dog food:

Healthy Homemade Dog Food Can Increase Your Dog's Life By Over 4 Years and Reduce the Vet Bills By $1000's of Dollars. Learn How to Treat your Dog Like a King and Improve Their Quality Of Life!

As you can see the exact keywords are contained within the headline (bolded) with the supporting, enticing content.

Relevant Products & Outlines

The products that you promote on your page obviously have to be very relevant to what the consumer is looking for. It is not good enough to give your visitors a choice, and then leaving them to decide for themselves which product is best without any data.

Your products should not only be relevant, they should also emphasize why they are relevant, how they will help, what the benefits are, and when and why to buy. The more questions you leave unanswered to your audience on your landing page, the lower your chances for conversions will be.

Using the same example, if someone types in Healthy Homemade Dog Food, they are likely looking to buy the actual product. However, there are several other relevant products that they may be interested in, including how- to- make- dog- food" guides (because they will save money), and also dog food stores. These are also highly relevant to the keywords, and you cannot go wrong with them if you make an appealing offer to your audience.

Again, you will want to tell your visitors why they should buy the product:

-Much cheaper than store-bought dog food to make your own
-Healthier
-Increase dog's life span
-Have a happier dog
-Easy-to-make with ingredients you have at home
-Saves time running to the store

And also how to do it:

-buy today to receive special offer
-order direct through the site and get instant access
-shipping is overnight and comes right to your doorstep
-delivery is instant and sent to you as soon as you buy

A relevant product combined with an offer that is relevant and appealing to the visitor is a very important aspect of Internet marketing. Nobody wants to get a sales pitch outlining something that is not relevant to their search, and they do not want to have to search elsewhere to get all of the info they need to make a purchase. (Trust us, they will and they won't come back to your site to buy.)

Targeted Content

Not to be confused with the product outlines, the content is the bulk of the text within your sales page. This is also known as the sales copy, and can easily prevent sales from taking place if the information is not relevant.

When we mention targeted content, we do not only mean discussing a subject that is relevant to what the person is searching, but also having content to support people seeing the benefits of the offering. This will touch on other specific information that your visitors are likely to be in search of.

Dangers of store-bought food, how homemade dog food can help with your dog's teeth, and bones, or perhaps offer some information about how it is cheaper to make homemade dog food than to purchase store-bought prescription food.

If someone wants to learn about healthy homemade dog food, they want to know the benefits of feeding their dog this food, which breeds of dogs will benefit, where to find the food, and how to go about purchasing it. This means that if someone types in Healthy Homemade Dog Food, they are going to want to see the exact keyword healthy homemade dog food on the website (and in the headline, as discussed already), as well as supporting information about it.

The content does not have to be exact for every keyword, but should be based on the common words from your ad groups. It is best to create one page for each ad group, and obviously each ad group will have a common theme. In this example you could create one landing page that is relevant to healthy homemade dog food, sending traffic from an ad group that looks like the following:

Healthy dog food
Homemade healthy dog food
Homemade dog food
Homemade dogfood
Healthy homemade dog food
Homemade dog food secrets
Homemade dog food guide

This is an ad group that uses the common words homemade dog food. If you send visitors to a single page that focuses on homemade dog food, then you have just created a targeted, highly relevant campaign. This will convert.

Don't forget about the IMAGES!

Not everyone is visual, and not everyone is willing to read through a sea of text to see if your page is relevant to what they are searching for. To cater to all types of people, you should include relevant images on your pages that pertain to the search that has taken place. A picture can say a thousand words, and it also conveys immediate relevance.

Images can increase conversions drastically, and in many cases marketers are just one image away from making a conversion. Never overlook the power of images and visual representations of relevance.

It is normal to have multiple landing pages for a single campaign, and all successful marketers do this. The more relevant your landing pages are, the better the conversions will be!

**Note: By creating relevant landing pages, you are going to be making very good friends with Google's Quality Score algorithm. A relevant landing page will increase your Quality Score , which means your minimum CPC will go down and your ad positioning will skyrocket!