PPC Landing Page - Optimizing Website Structure #1
This is likely to become a series of posts since I am using various ways to structure my websites. Let’s start with what I consider to be the optimum structure for a website.
The best way to convert a visitor to a sale is to have a highly targeted visitor land on your page that links to the merchant offer. The link may be a big shiny button saying “click here to get started” for example. This is known as a “call to action” and is the “most wanted response”. Think of your page as like a funnel leading all the visitors to click on this button.
If they are distracted, they may not click it and leave. Distractions include:
- Having to scroll the page
- Things to click on in the sidebar
- Music loops
- Banner Ads such as smilies
- Bad looking page design
The rest of the page should be pre-selling the offer with a strong headline detailing the major benefit such as “zero risk rapid weight loss system”. Then a description of the offer in more detail. Your personal testimonial of using the product. Bullet points about the various benefits. Credibility factors such as the medic who endorses the product. Limited time urgency statement followed by price slashing deals if they act now etc. And finally the button.
Well, you get the idea. This is your pre-sales page to get people salivating to buy the end product.
So this page needs to look great and the SEO and keywords etc have least importance on this page. We will work on SEO on the other pages of the site. Our domain name should ideally have a couple of keywords in it and the title tag should have all of our major keywords in it.
For example, our product is PPC Wonder Pill so we register a domain such as ppcwonderpillmagic.com and for our title text we will use “PPC Wonder Pill Magic”. So we got our main keywords butted up to the left of our domain name and title tag.
Now, in our inner pages we will link to the home page with the anchor text of “PPC Wonder Pill”. This will make the links highly relevant.
Before we build our inner pages, we will research the keywords to make a list of say 10 highly relevant keywords that we will create article pages around. Here we don’t care so much for the graphics, we want text.
For example, if a keyword is “Reviews of PPC Wonder Pills” we create a page with a url containing these keywords separated by dashes and we use this keyword in our title tag and in the first paragraph of our text, in the middle of the text and at the end of the text.
The text will be an original content article that we write on this topic containing about 10 paragraphs of text. And we link to the home page within the article using the keyword anchor text of the home page.
Rinse and repeat this for 9/10/11 article pages for the various keywords.
Finally, add a privacy policy page and about us page containing contact details.
So this sets you up with a perfect PPC landing page that should get a nice quality score and attract organic search engine traffic once it has got some inbound links from external sites. And the inner pages will funnel the highly targeted organic traffic (people- LOL) to the conversion page.
Tags: landing pages, ppc
