Landing Page Design - Good advice from Clever Marketing, design and digital agency in Surrey

7 Best Features for Landing Page Design

Many features go into creating the best landing page design. Once you know who your target audience is, planning what features you need to include for your landing page experience is very straightforward.

Of course, visitors to your website will vary but your objective is to appeal to the majority of those you want to attract. We all know a landing page must have enticing copy, attention-grabbing imagery and a strong call to action, but what are the essential characteristics you need to incorporate to be head and shoulders above your competition?


The most important feature of your landing page design is your headline. It’s the first thing a visitor sees when they land on your website so it’s essential you get it right. It must be short and attention grabbing while outlining the services you provide. Your sub-heading, on the other hand, can be more persuasive, encouraging visitors to remain on your website.


The imagery on your landing page must relate to the content, be large and of high-resolution quality.

If you’re using photographs, make sure you opt for the best – source suitable stock images if your own are not impactful enough.

[Remember that large, hi-res images take longer to download so could slow down your page speed and thus affect your rankings and user experience – Ed]


Conversion Rate Optimisation (CRO) starts here. Visitors to your site will want to find out about your business, more specifically how your business can benefit them. Think about the services or products you have on offer.

Make these easy to read and always ensure they are tailored to address prospective customers’ challenges.

Test new content regularly to improve performance.


The navigation on a landing page is just as important as the content. You want prospective clients to stay on your website rather than clicking away so it’s all about making it easy for them.

Think about where they might head next after the landing page, consider the flow and ensure the navigation is logical. Essential information like a phone number and contact email address should be visible at all times.

Client testimonials

Having client testimonials accessible from your landing page is a great way to show trustworthiness. Prospective clients visiting your site will want reassurance from others that you do a great job.

Testimonials should be specific to the task at hand – ideally with a contact name, job title and visuals. Generic testimonials without all of the above tend to hold a lot less weight.

Contact details

The best landing pages have contact details available at all times, not just on the landing page but the rest of your website too. Ideally, you need your phone number, contact form and links to active social channels.

The job of your landing page is to make it easy for a prospective client to find all the information they need. Having contact details in full view at all times is a great way to maximise opportunities. Once you’ve fully matched user intent, you’re making it easy for them to get in touch once they’ve made their decision to buy from you.

Call To Action (CTA)

A Call To Action (CTA) should also be easy to see (think about positioning, size and colour) with enticing copy to encourage visitors to take action. It forms an essential part of your landing page – the difference between leaving your site and finding out more. Part of a Conversion Rate Optimisation (CRO) process should be to test and track your proposition and calls to action. Try different messages to see which works best.

Continually seeing your landing page performance improve will make a world of difference to your business over time. You shouldn’t create a landing page and leave it alone for several months – the goal here is to attract as many enquiries as possible from the same amount of visitors. Never settle for average performance!

Your website landing page is where you attract potential customers, encourage them to find out more about you with the ultimate result of winning business. But a powerful landing page is not enough on its own, it needs to be regularly updated to keep it fresh and generate the required interest levels. The best landing page examples constantly evolve!

Clever Marketing - Hampshire SEO, PPC & Digital AgencyLanding page design forms part of our website design and graphic design offerings at Clever Marketing but, more importantly, have you also considered custom landing pages for your PPC campaigns?

Get in touch today to see how we can help you or call us on 01276 534 680 right now.

Improve Mobile Conversion Rates - We show you 5 ways

5 Ways to Improve Mobile Conversion Rates

sIf you believed everything you read on the internet, you’d think that mobile phones are taking over the world.

In a way, though, they are. Last year, for the first time ever, mobile traffic exceeded desktop traffic. This shows the momentous shift that’s been happening in consumer browsing habits for some time now. Namely that we now use our mobiles for everything. Checking social media, browsing the news, shopping – our mobiles are never out of our hands. Read more

Five ways to improve your PPC ads

Five Ways to Improve your PPC Ads

When considering how to improve your PPC ads, the main aim of the game should be increasing click through rates whilst reducing your cost per click. One of the best ways to do this is simply to improve the quality of your PPC campaigns – which are effectively your “shop window” in the online world.

To see your ad placed highly on a SERP, you’ll need to score highly on Google’s Ad Rank metric. Here are some quick and easy ways to create ads that both Google and users love.

1. Keep your PPC ads relevant

A common mistake that businesses often make is to bunch very different keywords together into one ad group. This makes it impossible for the resulting ads to be highly relevant to the search term. However, relevance is a key factor you should look at when you’re looking to improve your PPC campaign.

If your ads aren’t actually relevant to the landing pages they link to or the search term the user has typed in to find it – what’s the point? It’s a good idea to group keywords tightly together and relate them to just one theme, as well as using your keyword within the copy of that ad. Keeping your ads contextual and relevant will not only naturally improve your click through rate but will also help to boost your Quality Score, meaning your ads will get placed higher up and your ROI will, in turn, improve.

Need help with Pay Per Click campaigns? (That’s Google Ads (AdWords), Bing Ads, even paid social such as Facebook and LinkedIn ads) Then take a look at our digital marketing service PPC.

2. Make sure you have a clear call to action

Calls to Action (CTAs). Your ads might be relevant and look great – but if they don’t clearly provide the customer with a next step to take, they won’t be compelling or inspire immediate action. Don’t risk losing your click-through at this point, after all of your hard work!

It’s not good enough to insert a simple “click here”, “click now” or “read more”. You need to consider what you want your user to do next – and, more widely, what the point of your PPC campaign actually is. If you just want to drive search traffic and user engagement, a softer prompt like “browse now” or “find out more” will do nicely. To drive sales, however, these are unlikely to do the job well. For this purpose, you’ll need a much stronger command to persuade users to click, such as “buy now”.

Don’t underestimate the power of a good, clear call to action (CTA) – it can really make the difference between a user just looking through your products, or actually buying something.

3. Test, test and test again

We’re constantly surprised at how many PPC ads haven’t been thoroughly tested before being rolled out. Using A/B testing and having two or more slightly different versions of your ads running at any one time will provide you with essential insights into what’s working and what isn’t, so that you’re constantly improving your click through rates (CTR) and ROI.

So, what elements could you vary and test? Good places to start are display URLs, descriptions, promotions and prices. Use your findings to fine-tune your ads, and you’ll be unstoppable. Also, consistently testing your ads will make sure they’re kept up to date and relevant, and that old promotions don’t creep in. There’s nothing worse for your PPC campaign (and your customer loyalty) than outdated ads.

4. Improve PPC Ads with Ad Extensions

A lot of businesses don’t take real advantage of – or even know about – the brilliant range of ad extensions available to help you improve your PPC campaign. These extensions are basically extra bits of information you can add on to your ad to more accurately represent your landing page and give the user the information they’re looking for.

Common extensions include:

  • Call.
  • Location.
  • Product.
  • Site links.
  • Social links.

Google recommends the use of these extensions – as they help to further serve the needs of searchers. In fact, Google recently revealed [2011 – Ed] that use of extensions can improve click through rates by up to 30%.

5. Improve the Ad Copy

Strong PPC ads have three things in common when it comes to copy: they all mention features, benefits and a strong call to action.

We’ve already been through that last one, so let’s concentrate on the first two aspects: how to pull out features and benefits within your copy.

Start by identifying your USP (unique selling point): What makes you different from your competitors? Why should users click on your ad, and not theirs? Including this in your copy will help your ad to leap from the page. When it comes to benefits – ask yourself what’s actually in it for your customer. If your ad is selling

What makes you different from your competitors?

Why should users click on your ad, and not theirs?

Including this in your copy will help your ad to leap from the page.

When it comes to benefits – ask yourself what’s actually in it for your customer. If your ad is selling lawnmowers, you need to look past the product itself.

When a customer purchases a lawnmower, they’re actually looking for a perfectly manicured lawn; somewhere they can be proud of and go to relax.

Pinpointing the emotional reasons behind a user’s purchasing behaviour is the key to great ad copy and helping to improve your PPC ads.

Need Help with your PPC?

Clever Marketing - Hampshire SEO, PPC and Digital AgencyAs a busy business owner you may not have the time or the resources to implement our AdWords top tips and improve your PPC ads. But as Clever Marketing, a top Hampshire PPC agency, we are able to do that for you.

All you need to do is pick up the phone and call 01276 534 680 and ask to speak to our Digital Marketing Manager who will be happy to discuss your requirements.