What design elements should you include in your landing pages for search advertising?

1 Match your headline and offer

Your landing page headline should match the headline of your search ad and clearly state the value proposition of your offer. This will create a consistent and seamless experience for your visitors and reduce bounce rate. Your headline should also be concise, specific, and benefit-oriented, so that your visitors can quickly understand what you are offering and why they should care.

2 Use a clear and prominent call-to-action

Your call-to-action (CTA) is the most important element of your landing page, as it tells your visitors what action you want them to take. Your CTA should be visible, contrasted, and actionable, so that your visitors can easily spot it and click on it. Your CTA should also use clear and persuasive language that conveys urgency, value, and relevance. For example, instead of using generic words like "Submit" or "Download", use words like "Get Your Free Report Now" or "Start Your Free Trial Today".

3 Simplify your layout and design

Your landing page design should be simple, clean, and focused on your offer. Avoid using too many colors, fonts, images, or other distracting elements that can confuse or overwhelm your visitors. Use white space, headings, bullet points, and icons to organize your content and make it easy to scan. Use high-quality and relevant images or videos that support your offer and showcase the benefits or results that your visitors can expect.

4 Provide social proof and credibility

Your landing page should also provide social proof and credibility to persuade your visitors that your offer is trustworthy and valuable. You can use testimonials, reviews, ratings, case studies, logos, awards, or certifications to show how other people or organizations have benefited from your offer. You can also use trust seals, guarantees, privacy policies, or security badges to reassure your visitors that their personal information is safe and secure.

5 Optimize your page speed and mobile-friendliness

Your landing page speed and mobile-friendliness can also affect your search advertising performance, as they influence your quality score, user experience, and conversion rate. You should optimize your landing page speed by reducing the size of your images, videos, and other files, using caching and compression techniques, and eliminating unnecessary scripts or plugins. You should also optimize your landing page mobile-friendliness by using responsive design, adjusting the font size and button size, and testing your page on different devices and browsers.