When you have to optimize landing pages, many marketers go for optimizing page copy, adding trust signals and graphics, but it’s actually much simpler than that. In fact, sometimes all of this just adds to the clutter on the page detracting away from your marketing goals. Your landing page should be easy to read and visually enhanced by any information that you put on the page. These are some different ways to get to the nitty gritty of landing page design for the best AdWords campaign performance.
Take Out Unnecessary Words
AdWordks campaigns have to be short, so it’s only natural that landing pages have less copy as well. Lots of text clutters up a page and makes it harder for visitors to absorb anything on the page. You only have about 6 seconds to grab a reader’s attention, so marketing copy has to concise, direct and clear. By keeping paragraphs short and focusing on your key goals with your marketing text, you can sell more products. A lot of page copy also doesn’t make a landing page seem more genuine. It’s all about the design and flow of words on the page. Paragraphs should be between 3 and 4 lines of text, and shorter sentences are always better to read because they have the basics.
More White Space
The white space on your page is also important. Space should be natural around words, sentences and phrases so that it allows information to pop out at you or jump out on a page. You should have the most compelling information at the top of the page and then fill it out with additional yet beneficial points. Simple images, call-to-actions, headlines and buttons draw attention and can fill up a small part of white space without cluttering the page.
Formatting Works Wonders
Once you reduce ad copy and streamline the visuals on your page, you should also think about formatting. As stated earlier, the most important selling points should go at the top and typically need to be in bold headlines. You can also use different fonts to make your page look more interesting. Google Fonts is a great way to jazz up a landing page without clutter.
Bullet points are also great for clearly expressing key points while also providing simple facts. People can read lists easily and don’t have to search paragraphs for information. It’s also a good use of white space.
Landing pages don’t have to be filled in every aspect in order to get clicks. It’s often the most simple of landing pages that get more attention because they are clearly outlined.