Category: Search Engine Marketing | What Say The Experts

How to Optimize Your Landing Pages for Google Ads Campaigns

by Chris Herbert | Last Updated October 15, 2021

If you’re using Google Ads to drive traffic to your products or services, you want to make the biggest return on your investment possible. Whether that return is signing on new clients or pulling in product sales that make the cash register go ka-ching (what a great sound!), the goal is the same…to get your target audience to take action while spending as little as you can. That’s just good business, right?!

And one of the absolute fundamentals if you want to achieve that is getting your landing page “on the money.” That’s because it’s right at the heart of it all, so can either make or break your campaign. So you could kind of say knowing how to properly optimize landing pages for Google Ads is pretty important.

But just how do you go about doing that? Well to figure that out, I got in touch with 41 paid traffic pros, who are in the trenches living this stuff day-in, day-out, and they were kind enough to share a whole bunch of different ideas on how you can optimize your landing pages and enjoy better results with Google Ads.

Anyway, enough of my waffle. I would urge you to scroll down the page and dig into the good stuff. This article is chock full of golden insights that should get those cogs turning. And remember, take action! Great advice is only useful if you do something with it! And if you’re overwhelmed by the number of tips we’ve compiled; don’t be. Just take a deep breath, bookmark the article and try one thing at a time. You can always come back for more 🙂

Have you used any of these tips? We’d love to hear all about the results you achieved. Do tell us in the comments section at the end of the article.

Google Ads Landing Page Optimization: 41 Great Ideas

Landing page optimization for Google Ads got you in a tizzy? No sweat, we’ve got your back and we’re armed with plenty of suggestions. Here’s an overview of all of the different optimization tips that were shared. Have a read, pick a few out and get testing!

Other Articles You May Find Useful:

What the Experts Said: A Journey to Better Optimized Landing Pages

In this section we’ve published each of our expert tips in full. They’re packed with real-world, highly actionable advice. If implemented, these ideas should help you optimize your landing pages and improve the conversion rates on your Google Ads campaigns in no time.

You can skip to a specific tip by using the filters below.

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Chris & Alicia Whitbread

Chris & his wife Alicia take a personalised approach to Google Ads management. They are an affordable Google Partner agency that delivers big results for their clients & specialise in scaling ecommerce businesses.

http://www.theadsmanager.com.au

Deliver Different Experiences During the Conversion Cycle

– “In Google Ads you can use custom-combination lists to build sets of conditions from existing remarketing lists (including the Remarketing Audiences you create in Analytics), and then display your remarketing ads to users who meet those conditions.

You can use this feature to show ads to users at different periods of their conversion path – Example: 1-7 Days, 8-10 Days, 11-14 Days.

For each of these remarketing ads, you can deliver a customised landing page with different offers or messages to encourage the user to convert. And hey – Don’t be lazy! Split test those CTA’s!”

Elliot Sheen

Co-Founder of fully specialised Google Partner PPC agency

https://bind.media

Utilise Dynamic Keyword Insertion for Relevance at Scale

– “Creating landing pages that are relevant to all of the keywords you’re actively targeting within Google Ads can be resource intensive, time consuming and in some cases very costly.

Fortunately there are some strategies you can deploy to make your core landing pages more relevant to individual keywords at scale – Dynamic Keyword Insertion.

You’re likely familiar with Dynamic Keyword Insertion within Google Ads when it comes to writing ads, passing the keyword a search term matched to as part of the ad copy itself. But why stop there? By implementing dynamic keywords insertion onto your landing pages your can solidify your business as the most relevant offering, improve conversion rates and boost quality score.

The best part is you can implement this yourself using free tools, regardless of the CMS your website is built in!

DKI Using Google Optimize

Part of Google’s Marketing Platform, Optimize allows you to personalise and test website changes backed with the fantastic data and reporting Google is known for.

Within Google Optimize you have the ability to run custom Javascript that can be used to dynamically replace text on your page, be that headlines or other content, based on parameters available within the Ad’s final URL.

You can generate your own custom Javascript for dynamic keyword insertion here:

https://bind.media/cro/google-optimize-dki/

We’ve implemented this on our own homepage for users who find us via one of our Free Data Studio Dashboards, see it in action:

https://bind.media/?src=datastudio

Landing Page Builder Tools

Many of the leading landing page builders have this functionality built in. Unbounce for example offers a solution out-the-box which can be applied to any text elements on your landing page.

Unbounce for example offers a solution out-the-box which can be applied to any text elements on your landing page.

To achieve this within Unbounce you simply need to highlight the text you’d like to make dynamic and select action > Dynamic text.

This will present the menu that allows you to specify the URL parameter that is being passed and how the text should be styled.

Getting Your Keyword in Your URL

Google offers a solution to pass a whole host of data to the Final URL of ads dynamically using ValueTrack parameters.

https://support.google.com/google-ads/answer/6305348

By utilising the {keyword} ValueTrack parameter we can pass the keyword the search matched to through to the URL which can then be used by your DKI method of choice. It’s important you have an effective account structure in place that is directing traffic to the appropriate keywords, particularly as ‘Close Variant’ matching is only increasing!

Top Tips For Dynamic Content Success
1. As with everything performance marketing, test test test. Don’t implement dynamic keyword insertion willy nillilly (yes that’s a technical term) and assume it will improve your performance.
2. Check how your content is appearing – As we’re making changes dynamically and at scale, it makes sense to check the experience is nothing short of amazing across all of your variants. As a minimum, test the shortest and longest versions of the text you’re changing to ensure the formatting on point.
3. Get creative with personalization – Inserting a keyword isn’t your only option. You could make a page specific to industries, location, time of day, the weather if you wanted to or even provide estimated delivery times based on the user’s location! With the free tools and APIs that are available nowadays you can get extremely creative with how you personalize your website to boost conversion rates.”

Justin Weyant

Justin is an Senior Consultant at WordStream, who has analyzed thousands of paid search and paid social campaigns. He has helped SMBs improve their ROI for 4 and a half years.

https://www.wordstream.com/

Analyze Your Search Terms Report

– “The first step in determining how to optimize your landing pages for Google Ads is to analyze your Search Terms report in your ad account. If you sort your search terms by impressions, you can look for trends in the most commonly searched terms that your ads are showing up for. Your landing pages need to match your market demand, so you should create landing pages that are relevant to the trends that you notice. You may already have relevant landing pages on your website, so you can direct users to those pages if that’s the case. However, you should create new landing pages when you find search terms that are relevant to your services, but you don’t have a specific, relevant landing page for that search.

For example, if you are a general contractor, your customers come to you for a wide range of projects. Someone looking for window replacements should go to a landing page about windows, and someone looking for roof repairs should go to a landing page about roofs. Businesses get higher Quality Scores and Conversion Rates when they create landing pages that are relevant to a specific location (ex. town,county,state), service (ex. criminal defense, corporate law, family law), or intent (ex. discount, 24/hour, free shipping). Additionally, you should consider creating a competitor comparison landing page if you notice users are looking for your competitors a lot! That way you can convince them why they should use you instead of the brand they are searching for.”

Barrie Smith

Results-driven Freelance PPC Specialist with 15 years' experience working with both B2C and B2B clients, delivering integrated digital marketing campaigns with a track record of success.

https://www.barrie-smith.com

Test, Test, Test

– “You’re paying for every click so optimise everything to make the user convert.

Firstly, define your goals/KPIs first and make sure your tracking is setup correctly. A lot of novice PPC consultants simply track sales, but the PPC expert tracks a wide range of metrics – revenue per click, per keyword etc. Make sure you’re an expert with Google Analytics and Tag Manager.

In an ideal Google Ads campaign, your product or service keywords will be separated into their own Ad Groups, allowing you to dedicate your Ad Copy to the query and directing them to the appropriate landing page. Optimising your landing page isn’t just about sending users to the correct page – you can still have the correct page, but badly optimised.

Having the freedom to create landing pages specifically for PPC campaigns is a dream. This allows you to build pages to drive more leads or sales through your paid campaign by cutting out a lot of the distractions on the page and pointing the users in the direction of your call to action. Ultimately, raising your ROI.

Split test your landing pages – no matter how much of an expert you are, you cannot beat real data. So continuously testing your landing pages to improve the conversion rate is of huge importance. If you have a CPA of $100 with a 1% conversion rate for example, just think of the savings you can make by increasing that to 2% or 3%.

Don’t overlook the content of the page. You want to use this to convert your users. Test different headlines, different call to actions, different product descriptions; test everything. With Google offering free split testing there is really no excuse not to:

https://www.blog.google/products/marketingplatform/analytics/this-is-not-a-test-google-optimize-now-free-for-everyone

Having control over your landing pages also allows you to optimise your them to improve your Google Ads Quality Score. This can make a significant difference in the price you pay per click. By having an ‘Above Average’ landing page compared to Google scoring it ‘Below Average’ results in better rankings and lower costs per click.”

Vincent Iachetta Jr

Vincent Iachetta Jr. is the founder and President of Peppermonkey Media. Having more than a decade of expertise in digital media, Iachetta develops high-quality marketing and advertising strategies that deliver around-the-clock real ROI for small businesses in local markets across the U.S.

https://www.peppermonkeymedia.com/

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Location Matters When It Matters, Which Is Always

– “A little story…It’s lunch time. You’re starving with a side of hangry and that trail mix bar you grabbed after another late-night with a late start whirlwind out of the apartment wasn’t enough to feed a gerbil let alone provide adequate fuel to power you through a grueling day of crunching numbers and answering phone calls from pissed off clients.

At the exact moment the pixels in your phone shine 12:00 pm you excitedly snatch your phone like an ancient hunter out in the unforgiving wilderness grasping for his bow and ask it “Hey Google, find me the best pizza place in NYC that delivers”. You can almost taste the fresh crispy, sauce covered mozzarella goodness as you anxiously await the .5 seconds it takes for Google to return you the search results page.

You really want to take your time to read reviews and look at the gooey galleries of pizza porn but the beast in your belly forces you to smash the first result that looked somewhat relevant enough.

The website page is only partially rendered while your finger hovers over where you somehow instinctively know the menu will be but unknowingly your efforts are in vain.

Content and structure reveals itself and you frantically search and skim the page to get to the goods. You notice a title so you pause and stop to read. It says “Voted Best Pizza Place Chicago” 🙁 Bounce rate 100%

How Do You Prevent This Pathetic Modern Day Failed Food Hunt?

If you are building or have built a local campaign that is targeting users specifically looking for a product or service in a specific area like a town, city, county or state then make sure you double down on communicating that on the landing page.

If you have multiple locations break them out into their own campaigns, with their own relevant landing page about the location.

“But Vini, we’re targeting SOOOOOOO many different goes with 1000’s of geo-modified keywords. What are we to do?”

Easy, time consuming AF but not difficult. Stop overcomplicating the campaign and think about who you are targeting and where they are looking for what you have to offer them, and try to group them. If it can be broken out by county or metro area then do that to start. Separate the campaigns and create landing pages for each.

If you really went full on Merlin on your campaign with expert level geo wizardry that is forbidden to even whisper the smallest details of and I could never understand the god-like complexities and immaculate conversion rates and CPC’s that you have conjured…….then consider Dynamic Geo-Insertion. But that’s a tale for another day. Godspeed.”

Athena Pham

Working with leading B2B Mid-Market and Enterprise clients, restaurant powerhouses, influencers, and local businesses. These opportunities have allowed me to generate personalized marketing plans that are aggressive in breaking through competitive markets while developing a successful relationship with businesses.

https://www.linkedin.com/in/athena-pham-dm/

Dedicated Landing Page for Mobile Users

– “Ever come across a landing page that’s clearly NOT optimized for mobile users? Here are some examples of landing pages that don’t have an optimized user experience.

Long forms on mobile…no!

Text heavy landing pages don’t convert well on mobile

Forms are already dreadful to fill out on desktop but when you’re requesting invasive questions on mobile, you’ll find significant drop offs and not many form fills. If this sounds like your mobile landing page, A/B test a shorter form with only the necessary questions and see which variant converts higher.

In the second example, you’ll find a text heavy landing page. With the attention span we have today and the nature of mobile users, we’re not likely to read all that text but instead, bounce, and look at your competitors. To prevent this from happening, try creating a simple yet to the point headline and subhead. Watch your conversions skyrocket.

Another tactic here would be adding a mobile friendly description under the Call To Action ‘Download Free Report’. Since users associate PDF downloads as an action only taken on desktop, this may deter visitors from filling out your form. Try adding text below the CTA, ‘Mobile-Friendly PDF’. This will let users know the download can be easily downloaded on mobile.

Now here are some companies that have mobile users in mind:

Drift

hulu

Drift does a great job in preempting users for what they can expect – ‘No credit card required’. This is a major plus for users to sign up instantly because of the no hassle Unique Value Proposition. And getting users to your mobile page is already a challenge but they put the icing on the cake with a bright CTA button that holds your attention. Well done Drift!

Moving onto Hulu, they do a great job with keeping the important information and CTA above the fold. Scroll depth is an issue on mobile and desktop so we want to make sure we put forth the main points that drive the user to take action immediately. The last point I’d make is they hone in on imagery for the user, which is key for the product they’re selling – TV and movies online. Showing their most popular or current films will compel users to sign up and start streaming.”

Navah Hopkins

Navah Hopkins is the Director of Paid Media at Hennessey Digital, an integrated digital marketing agency helping our customers own their markets via PPC, SEO, CRO, PR, and Content. Throughout her career, Navah has made a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to SEJ, SEMrush, and WordStream blogs/webinars.

https://www.linkedin.com/in/navahhopkins/

Configured Specifically for Paid Traffic

– “It’s vital your paid landing page is set-up for paid traffic, and not bogged down by content walls that serve SEO strategies. SEO and PPC can work together really well, and one of the ways they can empower each other is to share search query data without landing pages.

A paid landing page should be transactional in focus, making it easy to complete the desired action (call/form-fill/purchase).

By setting up separate pages for paid traffic, you’ll have more control over attribution, strategy, and conversion rate optimization (CRO).”

Jeenfer Wilson

Jeenfer is the founder and CEO of Verrunt, a digital marketing agency that specializes in setting up and managing effective Google Ads campaigns for local businesses.

https://verrunt.com

Focus on 1 Conversion Goal

– “When you spend dollars on a click from Google Ads, the usual mindset is to get as much revenue from that particular click. I have seen landing pages that promote a free e-book, also promote the business and in addition to providing a free demo of the product. While this school of thought might look harmless, most landing pages built with this objective end up counter-productive. Let me explain why.

With a multitude of options available, people’s attention span is too low. If they gave you a chance by clicking on your ad, give them what they want right away.

If you promised a free-ebook in the ad, just give them the e-book. Mention only about your e-book and nothing else. Of course, you can give them as much detail as possible about your awesome e-book, but don’t talk about how awesome your business or product is; no, not yet. Once you get the lead, you will have a lot of time and channels to do that.

Every landing page should have one and only one goal.

I’d even say even if the goal is one, give the visitor only 1 choice. Let me explain that a bit.

Consider you are a local moving company and you process both form inquiries and leads, I’d strongly recommend using only one of the channels. If you want the user to pick up his phone and give you a call, only add your phone number as buttons. Don’t add your form anywhere on the page. Persuade them to give you a call. That’s everything the landing page should do.

But what if you believe form inquiries also might do well? Do an A/B test. Keep all design elements the same and instead of the call button use a form that asks the visitors to fill the form to get a free quote. Channel 50% of the traffic to this version and run the test till you get statistically significant data to decide the winner.

This is exactly what we have done for one of our clients who had this dilemma.

Click to Enlarge

It’s still early days, but I believe I brought home the point.

But there is still an option to let the visitor know more about your business or your product. Any guesses? The THANK YOU page. You have already got what you wanted and so has the visitor. Now you can nudge the visitor closer to what you offer without pissing him off.

So, to summarise 1 landing page = 1 conversion goal and 1 way to attain them.”

Matt Isaac

Matt Isaac is a Google Ads expert and founder of SimpleDigital.net.au. Since 2010, he has advised over 1,000 SME's and trained hundreds of staff from leading Australian and international marketing agencies. Today, he is one of Australia's most sought after SEM experts, trusted by Australia's best brands & marketing professionals.

http://simpledigital.net.au

Craft the Perfect Offer

– “The most critical element of landing page design has nothing to do with the landing page itself. It is not the design, the copy, the page speed, the images – it is the offer.

With the right offer, even the most bland and ordinary landing page will convert like crazy.

With the wrong offer, then it doesn’t matter how good your landing page is, it will fail.

If you are creating a landing page you should be spending at least 80% of your time crafting the perfect offer that is irresistible to your target audience.

Here is how we generate a list off different offers, refine them and then road test them to end up with 1-2 different offers for our landing page that we can be extremely confident in.

1. Define the target audience

Hopefully you are already very clear on who you are targeting. If, not, take some time to answer the following questions:
- Who are we targeting?
- What problems are they trying to solve?
- What stage are they at in the buyer journey?
- What are their pain points?
- What objections could they have related to your product/service category?
- What could trigger them to take action now?
Describe this in as much detail as you can.

2. What do they need right now?

The purpose of a landing page is to get a visitor to take action right now. When paying for Google Ad clicks we want to make every click count. This step is about trying to think about what could trigger them to take action now.

Asking a visitor to buy your full product or service offering on the first visit is unlikely to elicit the desired response as this type of purchase decision generally requires time, research and multiple interactions.

Instead of asking them to buy everything on the first go, create an offer that gives them a quick win and progresses them to the next stage of readiness to buy your main offering.

Based on their current stage in the buyer decision making process you might offer the following:
- Problem Recognition – Checklist that helps them to understand the extent of the issue or problem
- Information search – Questionnaire that helps them to get a customised solution based on their circumstances
- Evaluating alternatives – Price / feature comparisons
- Purchase decision – Reassurance and social proof
3. What can we offer?

There are an almost endless number of forms that your offer can take. Here are just a few ideas to get you started:
- Calculator
- Short course
- Demonstration
- Webinar
- Checklist
- Buyers guide
- Case studies
- Trial
What we are looking for are offers with high perceived value to your target audience but low cost to the business. If an offer requires too much cost or development time then you can rule it out for the moment.

Keep going until you have a list of 5 – 10 different ideas that you can implement with minimal effort.

4. How irresistible is that offer to our audience?

Revisit each of the offers through the lens of your target audience and specifically where they are in the buyer journey. Ask yourself the following questions about each offer you have listed in the previous step:
- Does this offer address pain points or objections?
- Does this offer solve a problem for them?
- Does this offer put them in a better position or give them a quick win?
- Is this offer timely and relevant to where my audience is currently at in the buyer decision making process?
- Does the offer encourage them to take action now?
Ideally you will end up with about 3-4 of the top offers that are a good fit for your audience.

5. Test the top 3-4 offers

This may seem counter intuitive in a recommendation about Google Ads but Facebook ads are actually a great way to test your offer.

Facebook’s audience targeting is far more advanced than Google’s and allows us to pinpoint our target audience quickly, easily and cheaply, particularly using audience lists. It is also a lot cheaper than testing on the fly with Google because you can capture leads without the need for a landing page and all within the Facebook platform.

Here is how you do it:
- Upload a customer list to Facebook to create a custom audience
- Create ads targeting your custom audience or a similar audience
- Use your various offers as the ad copy
- Use lead ads to capture the contact details of anyone who is interested in the offer
Run this campaign until you have either a clear winning offer or 1-2 standouts which you can split test with the landing page.

6. Plan the landing page

You should now be ready to craft your landing page with a battle tested offer.”

John Williamson

John Williamson is the Director of Paid Search at Gild Group. He is an analytical and entrepreneurial-minded data nerd, SEO/SEM expert, usability enthusiast, coffee addict, Redditor, Boglehead, and Oxford comma advocate. He is passionate about delighting users and customers through ethical, intuitive, human-centered, confidence-inspiring design and engagement.

https://www.theoptimizingblog.com/

Improve Load Speed

– “My single tip for a Google Ads landing page is to focus on improving page load speed. Working on page load speed is an often forgotten and under-utilized tactic when it comes to PPC and digital marketing in general. Many site owners may not realize that landing page experience is a big factor in one’s Google Ads Quality Score, and that page load speed is a factor in that landing page experience. A higher Quality Score means lower ad costs and better ad placements.

Page load speed has become an increasingly important factor over the years, both as an organic ranking factor and as it applies to Google Ads Quality Score. It has also been empirically shown that users are more likely to convert and less likely to bounce from a quick-loading page. Modern users expect a fast page load; if yours takes more than a few seconds, they’re likely clicking the “Back” button to move on to your competitor.

Here are 9 things you can do today to improve your website’s load speed:
1. Pick a solid web host. A good hosting platform and whether or not you’re on shared or dedicated servers can make a world of difference for your load speed. Server response time has a huge impact.
2. Enable compression. This should be a simple setting with the host or you can implement it manually in your htaccess file on an Apache server. The application itself is usually Gzip.
3. Minify CSS, Javascript, and HTML. Minifying simply refers to reducing the file size of these things and removing extra spaces, commas, etc. There are plugins available for this, depending on your CMS.
4. Enable caching. Browsers “cache” pages, essentially saving a copy in flash memory to retrieve quicker in the future. You can safely cache stylesheets, images, etc. that won’t change very often.
5. Use a CDN. A Content Delivery Network serves your content from a server closest to the end user, reducing latency.
6. Compress images. Smaller image file sizes mean quicker load times. You can usually compress images without it being visible to the human eye.
7. Reduce unnecessary redirects. These hog resources.
8. Defer Javascript loading. You can usually safely defer scripts, having them load in the footer of the page rather than the header, so that the page load doesn’t have to wait for those scripts.
9. Delete unnecessary plugins and unused code. This regular housekeeping eliminates the unnecessary use of resources.”

Flavia Abma

After finishing my International Business studies in Germany in 2001, I started working in online marketing for an online travel agency in 2002. I've been working in search engine marketing ever since, with clients of all sizes and from all kinds of different industries.

https://www.linkedin.com/in/flavia-abma-a3b3ab8/

Think of it as Your Virtual Shopfront

– “When creating a landing page for Google Ads, think of it as your virtual shopfront.

What makes potential customers enter your shop? What’s displayed in your shop window? Is it well lit, bright and friendly? Are the products displayed in an appealing way? Are the prices clearly visible? Is your shop name easy to read? Is it easy to access your shop?

While the right copy and the right amount of copy are very important too, so is the layout and design of a page. Your shopfront – or landing page – is what users see first. And based on this first – visual – impression, a user will either stay and enter the shop and explore, or leave and take a look into your competitor’s shop window.”

Steven Kwan

Steven is the Lead Generation Guy. Through his years of experience, he has focused on the channel that has made the biggest impact to his clients bottom line - Google Ads. His aim is to educate other on how to harness the worlds most effective marketing tool so that everyone can achieve success in their business.

https://leadgenguy.co.uk

Keep your Call to Action (CTA) Above the Fold

– “My one recommendation to anyone who is using Google Ads is to create the main call to action (CTA) above the fold.

What does ‘above the fold’ mean?

Well, before the invention of the Internet, one of the main ways for people to get information was through newspapers. Newspapers use to be folded in half, with the main headline facing on top to capture people’s attention. This is ‘above the fold’ of the newspaper.

This translated to online with the expansion of the internet and ‘above the fold’ now means the top section of your website where people instantly land on your site.

So take a look at these real life examples:

Example #1

Example #2

Both landing pages look great.

Professionally designed.

Colourful.

However, one has their main call to action bang in the middle of the screen, where people can see it (example #1).

It can’t be missed.

Whereas with the other landing page (example #2), you need to scroll down and actually look for a call to action.

People do not want to do extra work, especially sifting through text to find out what to do next.

They don’t have the time…

So make it easy for people to take action.

Have one main call to action.

Stick it so its one of the first things they’ll see when they land on your page.

Make it visible.

Make it actionable.

If you’re doing Google Ads right, you’ll get enquiries.”

Freddy Heppell

Freddy is a Digital Account Manager at Repeat Digital, based in Nottingham. He helps businesses generate more leads and sales from their pay-per-click marketing, specialising in Google Ads.

https://www.repeatdigital.com/

Make Your Landing Page Trustworthy

– “Gaining the trust of your visitors is paramount when optimising your landing page to encourage conversions.

Unless you have the power of a strong brand, you need to develop trust with your users to encourage them to take the desired outcome on your landing page.

In order to make your landing pages trustworthy, there are a number of things you can do.

First off, you can share more information about your company. This can be done by adding a small ‘About’ section on your landing page, using images of your employees to portray who you are, where you’re based and what you do.

Then, add social proof, a term coined by Robert Cialdini in his 1984 book, Influence. There are many ways you can leverage this psychological trigger. The most effective forms are testimonials from happy customers, ratings and reviews, and case studies. It is important to note that these should not be clickable, so to encourage a conversion on the landing page your user has been sent to.

This landing page from “Webtrends Optimize” includes a testimonial from a customer, along with four case studies emphasising successful KPI increases for their customers.

Click to Enlarge

Finally, add at least one “trust element”. This can be any kind of security badge, guarantee, or membership of a trusted organisation such as the ICO, that lets them know the information they are about to share with you is safe.”

Bruce Chant

Bruce has over 13 years' experience in digital marketing. In recent times he was Account Director of one of Australia's largest & most awarded Digital Marketing agencies, before returning to work for himself. Bruce still gets a buzz out of driving real results for real businesses.

https://digitaldynamic.com.au

Messaging to Explain vs Messaging to Convert

– “No matter your service or product or niche or goal, there is no substitute for great copy.

Most web copy is beige at best, and rarely is it focused on converting the user effectively.

The most common trap is to believe we just need to get all the right information across to the user AND THEN they will convert. Information is not the issue, persuasion is.
- Start with a problem. Human minds are drawn to wanting to see that resolved
- Stop telling the user about yourself, and engage with them by describing their pain point
- Once you’ve identified the problem, be laser sharp with how YOU can help them
- Create tension – draw the user down the page
- Take out Adverbs & adjectives (bring focus), use Pro-nouns (be relatable)
- Delete. Remove unnecessary words.
Use this type of structure for your landing page which will see your ability to convert improve dramatically:
1. Headline statement – say what you do. Be VERY clear. Avoid vague buzzwords that say nothing!
2. Strong Call to Action – give users something to accept or reject. Add it in the Top RIGHT making use of the eye’s natural Z pattern. AND add in middle of the header.
3. Failure – Tell me what will happen if I don’t take action. Present the cost of NOT buying.
4. Success – Tell me what life looks like if I do buy. Show results.
5. The Way Forward – Spell out the way forward. Breakdown the process of doing business with you.”

Eric Farmer

Eric lives in Pleasant Grove, Utah with his family and is currently the Director of Paid Media at BestCompany. He has been doing PPC since 2008 and he self-taught himself Google Adwords.

https://www.linkedin.com/in/ericdfarmer/

Less Navigation + Strong CTA

– “There is a time and place for lengthy, wordy website pages where visitors can navigate your website at will. Your PPC lander is not this place. Since you’re paying hard-earned money for every visit to these pages, you need a conversion rate that gives you a solid ROAS (return on ad spend).

You can hold your visitors hands down the conversion path without them even really knowing it. This is the balance you’re looking for: not too pushy, but minimal choices that guide visitors to convert.

So what exactly am I referring to? Well, it can be a lot of things, so I’ll give you my top 3 tips:
1. If you can’t code the landing page to your needs, use a third-party service that specifically helps you create PPC landing pages in just a few hours (I’ve had great success with unbounce and instapages).
2. Remove the nav bar. This gives visitors way too many options to get distracted and lose their way. You want to keep them on the page you paid money to get them to!
3. Include one, very clear and visible CTA (call to action) that lets visitors know exactly what they are committing to.
Overall, in my experience, the more honest and transparent you are, the more you will be trusted and the more your landing page will convert. Good luck!”

Thomas Jaskov

Thomas Jaskov is a senior SEO Expert and Google Ads (AdWords) consultant at Jaskov Consult ApS

https://jaskovconsult.dk/en/

Less is More – Reduce Waste

– “If your goal is to better optimize your landing pages for Google Ads, you really need to think in terms of web usability and conversion rate optimization. If you don’t know so much about these topics, you can start with reading a great book called “Don’t Make Me Think” written by Steve Krug.

Then try to imagine this scenario:
1. John wants to buy 10 red roses for his girlfriend
2. He does a search on Google for “buy red roses”
3. He then clicks on your Google ad
4. John arives on your landing page… On your landing page, there are 100 different flower types. 99 of those flowers are not red roses. One of them is “red roses”…
Unfortunately John, doesn’t have the patience (or time) to look at all the products on your landing page, so he leaves.

Your bounce rate goes up, this signals to Google, that the user didn’t find, what he was looking for, and your Google Ads Quality Score goes down.

This was just one example of you giving too much. And if you know a little about “Lean” and “Six Sigma”, you would know, that the 99 products, which weren’t the red roses on your landing page, would be considered “waste”.

What you really want to do is to minimize the amount of waste on your landing page, and give your visitors exactly what they are looking for, so they have a higher chance of achieving their desired outcome.
- If your visitor searches for “red roses”, then give them red roses.
- If your visitors are looking for “red flowers”, then give them red roses, red tulips, red dahlias etc.
- If your visitors are looking for “flowers”, then give them roses, tulips, dahlias etc.
A common mistake when designing landing pages is that there is too much waste on the landing page. That’s not good for conversion rates, and it is not good for your Google Ads Quality Score. You need to remove as much waste as possible. Less waste is more sales… less is more!”

Natasha Ahmed

Natasha Ahmed is an Ex Googler and 12+ year PPC expert. After serving in Director roles at global PPC agencies on Fortune 50 accounts, Natasha now runs a boutique paid media agency serving B2B technology clients in growth mode.

http://www.flowstaqppc.com

Integrate Tracking with your CRM to Carry Data Through the Sales Cycle

– “If you’re using paid media to capture leads for a nurture campaign or sales team, integrate your PPC tracking and other paid media tracking with your CRM customer data.

Each CRM customer profile should include the channel, keyword and campaign that the user originated from (at a minimum). This gives your agency visibility into the channels, campaigns, and keywords that actually generated revenue and in turn, the power to optimize your campaigns towards better lead quality and boost your actual ROI.

Some CRM’s offer seamless integration (Zoho, Salesforce). Others require a workaround with UTM parameters. If you’re looking into CRM’s, add this feature to your list of considerations.”

Selina Gough

I have worked within the digital marketing space in 5 different Australian agencies, helping medium to enterprise businesses align their goals with their digital marketing strategies. My core capability is within Paid Media where I have become a specialist in Google Ads and Social Media Marketing, managing substantial budgets within the Australian and International markets to achieve my clients' measurement of success.

https://www.linkedin.com/in/selinagough/

How to Use Ad Rank to Identify that Your Landing Page is Letting You Down

– “Ad Rank is one of the biggest limitations to a Google Ads campaign but weirdly one of the least analysed. When reviewing Search Impression share, there are two limitations that can stand in the way of an advertiser; Budget limitations and Ad Rank.

Ad Rank is a mysterious score that is the combination of a campaign’s Quality Score and Bid. If your campaign is poorly structured, naturally you’ll lose Search IS. If your campaign is structured perfectly but you’re not bidding nearly anywhere where you need to be, then you’ll lose IS.

If you’re finding that your ad rank is low, then there is a simple way to analyse whether it’s due to your landing page. Simply pull up a campaign’s columns for expected CTR, landing page experience and ad relevance. You’ll find on a keyword level which areas are lacking the most and you’ll be able to isolate the keywords that have a low landing page experience. I typically use a google sheet to import this data and automatically highlight which keywords require the most improvement.

Click to Enlarge

Once these keywords are isolated, then cross-reference the landing page in correlation with both Keywords and Search Terms. It’s important to check for both types of terms as these are vital for quality score metrics and landing page relevancy to an ad.”

Steven Hammer

Steve Hammer is the President and co-Founder of RankHammer, the 2015 US search awards small agency of the year. Steve is a sought after speaker on the subjects of search marketing, PPC and analytics. In particular, he has been noted as a leader in AdWords Scripts and Google Tag Manager.

http://www.rankhammer.com

Consistent Wording Between Ads and Landing Pages

– “You want to sound like a broken record when you’re making a landing page for your ads. If you use a phrase in the ad, use the exact same one on the landing page. Don’t worry about boring the audience. If you call yourself the greatest solution, don’t call yourself the best on the landing page. It needs to be that level of matching.

Remarkable consistency pays off because the user doesn’t need to think if they’re in the right place. Something caught their attention in the ad, so if you don’t use the same thing on the landing page there’s a good chance they might get confused. Think of it like a pop song. The hook that gets you in the first part needs to be around for the rest of the song.”

Anton Hoelstad

Digital Marketing Consultant & Google Ads Specialist

https://antonhoelstad.dk/

Different Goals Should Deliver Different Goal Values

– “When you have the option to add goals that you track for a given website, consider the option of assigning each of these different values, so that you can prioritize their value in your digital marketing efforts.

For example, if you have goals like newsletter signup, request for quotation and using the contact form – each of these actions has very different values for the company.

A newsletter signup could be worth 50$, whereas the “request for quotation” could be worth much, much more. These values can be added easily to the tracking, and afterwards your reporting is a lot more nuanced, and you know which keywords delivers the highest value – not most conversions at the best CPA.

This gives you the option to switch bidding tactics to focus on ROAS (or at least value), instead of CPA.

Remember to calculate a value, and not just use your gut feeling. What a lead is worth to you requires that you know the average value of a new customer, and the conversion rate from lead to paying customer.”

Melanie Gray

Melanie Gray is the owner and Google Ads Strategist at The Ad Factory. She manages over $200,000 in advertising spend each month and works with international clients such as The Daily Edited, Nimble Activewear, Brooks Running and Diesel. She has over 8 years of experience delivering successful and profitable campaigns for clients.

https://www.theadfactory.com.au/

Importing Landing Page Data Into Google Ads from Google Analytics

– “As we split test different campaigns, ads, keywords, landing pages etc. it is important that we gather as much information as possible to determine what is working.

One tip that allows you to see this information directly in the Google Ads interface, is to import Google Analytics data. By linking your accounts and importing data, you will be able to see the following metrics directly in Google Ads:
- Bounce Rate
- Pages/Session
- Avg. Session Duration
- % of new sessions
You will be able to see this information for each individual keyword or ad copy, providing insight into what’s working well and what’s not. Here are the steps to implement this:
1. Set up Google Analytics (if not already) https://support.google.com/analytics/answer/1008015?hl=en
2. In Google Ads, select Tools & Settings > Linked Accounts > Google Analytics (Details)
3. Locate your Google Analytics account in the list
4. Select “Link”
5. Hover over the pencil icon in the View column
6. Select import site metrics and save.
7. Go back to your Google Ads campaign and/or ad group view
8. Select Columns > Modify Columns
9. There should be a new option for Google Analytics (you may have to wait 1-2 minutes for the new link to go through). Select all columns you want to add. We suggest all!
You will then be able to analyse different ad copy and keywords for their bounce rates, and time spent on page, showing you further valuable information about how the user is interacting with your landing page after they’ve clicked on your ad.”

Mirena Boycheva

Mirena has over 6 years of experience in digital marketing, specializing in pay-per click channels. She manages her own PPC agency working predominantly with SMEs. Building strategies based on her clients' goals, she helps them to increase not only their website visits, but their business as a whole.

http://www.leadvertisingsolutions.com

Simple User Interface/Navigation

– “Creating a one-of-a-kind website is something you might think is a great idea! Having tons of buttons, many calls to action, blocks of text, different colours, a menu that comes up in a special way and drop-down menus at different levels, hidden sections… It will definitely distinguish you from the competition, right?

You do not want to copy anyone else, you would rather spend more time and money to have a customised website created for your own brand to make it as detailed as possible, as interactive as possible, etc. This would generate you many sales, you would think…

The truth is that the more your website differentiates itself from other websites, the more lost your visitor might feel. There are best practices for creating user navigation, which will lead the user straight to their goal in as few clicks as possible.

It is important to take into account the way average user thinks and the way they are used to finding the information they need on any website. Every little change might make the user feel lost and this means they will drop off your site.

Of course, you should try to keep people on your site and make them explore further. You can create a variety of links to inspire the user and make them curious about what great offer they might find behind every button. However, you need to make sure that there is an easy way back or an easy way for them to navigate to the place you want them to. If you’re selling stuff, you don’t just want visitors interested in reading your blog, you want them to buy. So make sure all your paths end up there. The user should never be more than 3 clicks away from the end-goal. You can still use nice fonts, colours, images, videos, form designs. However, do that keeping in mind that no matter how pretty your lead form is, what is most important is that users can find it.

People are used to finding certain types of information in specific places on a website. For example, if they were interested in the delivery options or payment methods, they would look in the website navigation menu, on the product page or the website footer. You need to make sure you have that information covered in all three places.

If you are not sure whether you have built an easy to understand flow of steps to conversion, you can check Google analytics. You can see how many pages users visit on average before leaving your site. Alternatively, you could check on which step or landing page users leave your site. Then you can change the navigation flow. If the users end up on your testimonials page and then leave, then you might want to update that one or even remove it to see if that changes their behaviour. If you have too many fields to fill out on your lead form, that could harm your conversion rate.

To conclude, you can add as much content and as many links to your website as you wish, but limit the number of clicks required from entering the site to the conversion to the absolute minimum necessary.”

Tam Doan

Optimization Manager at Four15 Digital

https://www.four15digital.com/

Test New Landing Pages Using Google Experiments

– “Make sure to test new landing pages using Google experiments instead of just swapping out the URLs. You can use other programs to do a landing page test, however they may not have access to 1st party data like Google does – which is why using Google for LP testing is more effective.

In order to set up an experiment, you must start by creating a “Draft” of an existing campaign. Using this draft you’ve created, go ahead and swap out all the final URL’s to point to the new landing page. Once the URL’s are all updated, navigate to “Campaign Experiments” and click on the “+” to select the draft you set up to run as an experiment. Configure this experiment to your liking, then click “Save” in order to start running your experiment.

Any results that show statistical significance will be denoted with a blue asterisk next to it, like so:”

Billy Robinson

Google Ads Lead Generation Expert

http://www.synq.com.au

Use the C/E/A Methodology

– “This stands for Confirm/Engage/Act. Basically if the search query is health insurance for women, then when the user lands on your landing page, in the top left corner, she should see an image of a woman – yes you can gender target your campaigns in Google Ads too. She should also see the phrase she just typed “health insurance for women” as well – that’s your “C” for Confirmation Zone.

Next, moving from left to right, top to bottom, you should show some content that explains why your business is the best place for a woman to get her health insurance. Awards, user reviews, stats & more are ideal here. This is your “E” for engagement zone.

Finally, to the right side, but above the fold is your “A” for Action zone. This is where your desired call to action should be present. A common action is “Get a quote” or “Book a consultation” etc.

This sequence is in order of how the user’s eye naturally moves across the page, from left to right, top to bottom. It provides the things the user needs to see in order to be most likely to take action.”

Vincent Tobiaz

Worked in Web Design since 1998, and in 2005 ventured into WordPress, SEO/PPC/Social Digital Marketing experiences. Throughout his career has worked with everything from small businesses to Fortune 500s such as Verizon, AT&T, Citi & AARP.

https://www.seosmooth.com/

Keep On-Page SEO Best Practices in Mind

– “It is no secret that Google will scan your landing page to see how relevant it is to the searcher’s query. Based on that relevance and other factors Google will assign your landing page a score. The higher the score, the better your chances are at beating out the competition in search results.

In my experience, using SEO best practices for landing pages will increase the landing page score that Google gives your page. This means that focusing on things like load time, a secure website, and AMP pages are all very important. BUT what a lot of people don’t focus on are the other bits of on-page SEO best practices like:
- Adding ALT tags (that match your targeted keywords) to the images on the page
- Focusing on user experience and how easy your landing page is to navigate
- Adding a meta description that matches your targeted keywords
If you keep on-page SEO best practices in mind when creating a landing page for your Google ads, it will give you the extra edge over the competition that you might need to beat them out in search results.”

Jeremy Templer

You don’t know anything about paid search marketing until you get your hands dirty — and SureFire Search’s Jeremy Templer gets his hands dirty. He’s worked in search for over 20 years, helping advertisers beat their KPIs while also testing new ideas and opportunities.

https://www.surefiresearch.com

They Didn’t Convert? What You Can Do About That

– “Should you do remarketing? Yes, but make sure your conversion rate is up to scratch first.

Your ad and landing page are two sides of the same coin; both play a critical role in getting conversions.

You know this: you’ve got everything in sync, and you’ve followed up on the other recommendations in this article. But if your conversion rates are still underwhelming, don’t jump straight into remarketing.

Most advertisers don’t give remarketing a second thought. They think that merely presenting their offer over and over will get them more conversions.

Yes, you should remind non-converters what they’re missing out on (but only those interested enough to have spent quality time on your page). And yes, with repeat ad impressions you should see an increase in conversions.

But before you flip the remarketing switch, dig deeper to find out why they didn’t convert in the first place.

Put yourself in the shoes of your would-be customer. Compare your competitors’ offers with yours. Spot check your landing page. And double-check your analytics reports to make sure that everything is working as expected.

If your conversion rates are a problem, you should do what you can to improve them before you get to remarketing. You’ll increase your chances of winning over returning visitors gracious enough to give you a second chance.

Yes, an incentive (a discount or additional bonus) can help sway the fence-sitters who didn’t see enough value in your original offer. But that alone is unlikely to change your conversion rates from subterranean to stellar.

So, remarketing? Yes, but check you have the basics right first.

Make sure you haven’t skipped over any of the expert recommendations in this article. Then let’s look at what else might be going on.

Tracking issues: Check for significant disparities between click and session numbers. Make sure that UTM referral code is not being overwritten: page redirects, missing analytics code, on-page elements with UTM tracking, and payment gateways are usually to blame.

Technical issues: Look closely at your analytics reports. Are conversion rates worse for some devices, browsers or operating systems? Are page load times up to scratch? Turn to session tracking software like HotJar, SessionCam and Clicktale to see exactly where the problems are.

Competitor offers: Does yours stack up? See who else comes up in Google paid and organic results. If you checked before writing your ads, check again. Alert competitors and newcomers may have matched or undercut your offer, and now they’re converting the visitors you couldn’t. Any amount of remarketing is not going to change that unless you can respond.

Search queries: Your keyword list may look good, but what about the actual search queries triggering your ads? Often the sheer volume of unique queries means that search query reports don’t get the attention they deserve. But you don’t have to work through them row-by-tedious-row. Look for any common but irrelevant themes, and add related terms to your negative keyword list.

Poor placement: In the same way that irrelevant search queries can kill a search campaign, low quality websites, apps, and YouTube channels can undermine display ad performance. Be selective — this is why you have a placement exclusion list.

Credibility: Yes, your page may be oozing with social proof (you’ve got testimonials, third party reviews, and high-fives from your recent customers). But make sure everything is plausible, and bold assertions are substantiated elsewhere in your copy.

And don’t stop there. Sometimes it’s the little things that undermine people’s trust, stopping them from converting. That includes poorly written copy littered with typos and spelling errors. Cheesy stock images. And calls-to-action that fail to address concerns as to what happens next.

Your value proposition: Is it obvious what you’re offering? Make sure you’ve described your product or service in language that your customers use, not in your own marketing jargon.

Not every solution can be unique (but if yours is in some way that’s important to your customers, then say so).

Are you addressing a common problem that your target audience has? If it’s a new or niche product, are you making clear what problem it solves? Your target audience might not be aware they have a problem.

And try to make sure that your most important selling points appear above-the-fold.

Your conversion funnel: If dropout is high once people start checkout, look for obstacles in the process. Forms that ask for too much (or too sensitive) information or where the expected input is not obvious. If payment options are limited, shipping fees high and delivery times too long or your return policy too vague.

Your analytics will highlight where you have the problem, but session tracking software (or user testing) will unearth why there’s a problem.

Pricing options: If you think that the issue is your price, then you’ve not convinced people you offer enough value. Check to see what competitors are doing, and what you can say that makes your offer stand out in comparison. But also, don’t be afraid to test different price points. And, if your product or service allows it, present 2-3 prices for different options (too many and you’ll make it too hard to choose). Make sure it’s easy to compare what you get (and don’t get) for each option.

Checked everything? Done everything? And now your conversion rates have improved?

Then, yes, by all means. Remarketing.”

Amy Hebdon

Amy Hebdon has been managing SEM accounts professionally since 2004. She is the founder of the Google Partner agency Paid Search Magic, which provides both full-service management and training to digital marketers. She also co-hosts the free facebook group Google Ads for Savvy Digital Marketers.

http://paidsearchmagic.com

If It’s Not on Your Landing Page, It’s Not True

– “If I’m your ideal prospect, I need your landing page to meet my expectations before I’m willing to take action. This is true whether the expectations were explicitly set by your ad, or they exist silently unchecked in my head.

Let’s say you sell blenders, and I want to buy a dishwasher safe blender. If your landing page doesn’t tell me your blender’s dishwasher safe, then in my mind it’s not – and I’m going to look elsewhere. If I bounce, that means you spent the money on acquiring the click, but didn’t make it back on the conversion.

Now that was a small example, easily fixed by just including a feature of your product. But it’s just as important with intangibles – things that matter to your audience on a deep level.

Study your prospects and customers. Interview them. Research how they describe their problems in their own words. Find out what matters to them, and build your landing page to address their needs and concerns.

You also want to make sure that everything in your ad – every feature, offer, value proposition, benefit, differentiator and promise – is supported on your landing page.

With expanded ad copy, dynamic keyword insertion, and multiple ad extensions that can live at any level in the account… it becomes really difficult to track what details your visitors are seeing in the first place.

Don’t include anything in your ads that isn’t backed by your landing page, and don’t expect your prospects to do the work of extra research to learn more about your offers than you were willing to tell them.

If there’s something they need to know before they’re ready to buy – whether it’s a feature, a benefit, a result, a risk-reversal, assurance, or an explanation – remember, if it’s not on your landing page, it’s not true in the mind of your customer.”

Mate Hernadi

Mate has around 10 years of online marketing experience with a focus on PPC, Analytics, and Automation. He leads a team of PPC experts as Head of PPC. He prefers strategy these days but also loves a nice little growth hack.

https://evolutagency.com/

Match Your Message to the Intent of the Search, Not Just the Keyword.

– “Context above all. Already your keyword research should be based on a thorough thinking about your marketing funnel. According to that, you have to differentiate between multiple types of stages: Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware.

These categories reflect the main stages of your funnel, and basically mirror the intent of your potential customers at those stages.

When you have the segmented keyword research, you have to consider your landing page. You have to satisfy Google so it recognizes your content as relevant, and rewards you with an ‘above average’ landing page experience. At the same time, you have to pay attention to where your potential customers expect to get after clicking on your ad.

Try to match these expectations with an adequate copy style, message, and offer.

Some keywords are broad or difficult to categorize, so if you are not sure which funnel level they belong to, try split testing the page with messages addressing the different stages.”

Roy Steves

Originally a web developer, eventually the VP of Digital Marketing for Leslie’s Pool Supplies, and now founder of SEM agency StatBid, Roy’s path centers on using math to improve eCommerce operations. His team specializes in paid search for DtC and retail eCommerce companies, focusing on efficiency and consistency of performance.

https://www.statbid.com/

Track Changes and Tests Using Notes Feature

– “If there’s one small thing (so small, most people totally overlook it) that can make a huge difference, it’s keeping track of the changes you’re making and tests you’re running with the Notes feature in Google Ads.

If you’re making big moves, be sure to drop notes into your Google Ads campaign to indicate what you did, and why. It’s a lot like the Annotations in Analytics, but you can add date-specific notes to either individual campaigns, or to the account itself. With the date of the change within your date range, click on the chart to “Add Note”.

Then, add some details for the person managing this in the future (especially if it’s you!).

Little gray boxes will appear under the timeline, which reveal the notes for that day when clicked:

Whether it’s a month from now, or a year from now, you’ll be thankful that you’d stashed that context somewhere, so that you can quickly make sense of what might be driving changes in performance.

I certainly notice the absence of Notes when I’m trying to make sense of a new account, or one I haven’t looked at in a while. When a campaign suddenly changed behavior in the past, a well placed Note can be a life saver!”

Johannes Klupfel

Johannes is the founder and director of Cloud Clicks, a digital advertising agency in Australia. He's been growing businesses using Google and Facebook Ads since 2009. He likes to read, travel and spend time with his family.

http://cloudclicks.com.au

Split Test Big Ideas

– “When it comes to optimizing landing pages for Google Ads, there are a million things you could be doing. Split testing is the obvious choice. For starters though, make sure that your landing page is loading blazing fast. Ideally, it should load in 2-3 seconds or less. There is no use in split testing anything if you lose the majority of your website visitors before the page is fully loaded.

I prefer to use a third-party platform like Unbounce to host landing pages for myself and my clients. Another good option is clickfunnels. Unbounce allows me to split test my landing page and provides fast hosting, plus a few other bits and pieces that I like. When doing any split test, test only one thing at a time. For example, test the headline, test a completely different copy or offer. Test an image or a layout. Test a different colour scheme. Don’t get bogged down testing tiny changes like the colour of a button. Yes, I’ve heard the stories of a button colour change increasing conversion rate by 140%. It rarely happens though, so focus on big tests first and keep improving your conversion rate. If you test too many things at a time, you won’t know what made the difference.”

Adrian Stephenson

A seasoned PPCer with bags of practical business experience outside the world of marketing. I don’t claim to know everything – does anyone? – but finding answers by continual perseverance is what attracted me to this industry. A bit like the annoying child who only knows the word ‘why’!

http://www.doneforyouppc.co.uk

Get Third-Party Feedback on the Content and Usability of Your Landing Page Before Going Live

– “Just because you completely understand your landing page doesn’t mean that the rest of the world will.Everybody is different and will see things from their own perspective. This means that your perfectly worded (in your opinion) copy could be misinterpreted.
After all, it’s widely accepted that the ‘general public’ lacks common sense, so if there’s a way to get it wrong, they will find it.

Also bear in mind that website visitors tend to be short on patience and will literally scan-read your page to decide whether it solves their problem.

Consequently, and particularly on mobile, you only have a few seconds to win over your visitors.

So, rather than relying 100% on your own judgement, get some extra eyeballs to check out the landing page.

In the perfect world you might run it past three or four people from your target market, but in our somewhat imperfect society, a selection of diverse volunteers would be fine.

You want them to answer three questions:
1. What do I do next? – you’re looking to get them to take action. Whether that’s to pick up the phone, fill out a form, or make a purchase, it needs to be obvious what to do and how they need to do it.
2. How long does it take to work out what the page is about (i.e. the product or service on offer)? – if they can’t figure it out in a few seconds you’ve got your design wrong. Avoid choices if possible, or anything else which requires a decision to be made.
3. What would stop you from taking any action? – anything from poor punctuation/grammar to political incorrectness can sow negative seeds. Make sure your page is squeaky clean. You don’t want fence-sitters either, so make sure that the benefits are clearly displayed.
In summary, you need to have a landing page that a 9-year old could understand and comfortably make it through to the next step in your sales funnel.”

Justice Ekhaguere

ROI Focused Paid Media Manager with 3 years experience in the SaaS & Ecommerce space.

https://www.linkedin.com/in/justice-ekhaguere-5157a739/

Test a Quiz or Messenger Bot Style Landing Page

– “Oftentimes the best online marketers, are actually offline marketers.

Offline Marketers are great at analyzing conversion issues because they have firsthand experience into how people actually react to things in real life.

So when you start to consider how you can improve your landing page, ask yourself if what you’re doing online would make sense to do offline?

For example, if we were trying to sell cars and someone walked into our dealership… would we jump on them and try to show them our best deals and latest models??

No, a seasoned salesman would qualify the prospect to see what they’re intentions were… do they want to buy now? or just look? etc

Key insight: The salesman wouldn’t qualify you by having you fill out an application right away. He would most likely start a conversation and figure out how to best help you.

In that conversation, he would most likely get all the information he would have gotten on an application without the friction as well.

How does this translate into google landing pages?

If you allow people to qualify themselves to you before asking them to fill out an application, you’re more likely to get them to invest into your sales process.

As they get more invested, you get more information on them without as much resistance.

How can this be implemented?

There are a few ways to go about this:
1. You can build a messenger bot that asks people questions in a fun and conversational manner… and send people to that instead of a traditional landing page. Popular platforms include manychat.com, chatfuel.com, and mobilemonkey.com.
2. You can create an online quiz experience as opposed to the traditional landing page using a platform like typeform.com. I’ve seen a lot of nutrition and supplement companies use this method on their landing pages with great success.
  Here are a few for reference:
  
  – https://ketocycle.diet/
  – https://usaf.yourketo.diet/
  – https://simpleketosystem.com/
The theory behind why this experience works comes from Robert Cialdini’s book, Influence.

The Theory is called Commit and Consistency.

Essentially, if you can get someone to take a small action, they’re much more likely to take the another bigger action. The goal is to slow play them to your intended goal, instead of going for it right away.

Now go and test it out for yourselves!”

Cody Jensen

Cody Jensen is the Founder & CEO of Searchbloom – an award-winning Search Engine Marketing firm named an inaugural member of the prestigious Clutch 1000 list.

https://www.searchbloom.com/

Test a Sticky Header/Footer and Include Your Primary CTA Button

– “We’ve found tremendous increases in conversion rates by adding a sticky header or footer on your landing pages with your primary CTA incorporated. Having a sticky header/footer can be impactful on both desktop and mobile, but we’ve seen the most substantial increases in mobile conversion rates. Take a look at these screenshots to get an idea of what I mean:

Primary CTA in Sticky Header #1

Primary CTA in Sticky Header #2

Notice how I have scrolled down the page a bit, but the primary CTA is still easily accessible? Here’s an example of the same thing but now it’s a sticky footer with the primary CTA:

Primary CTA in Sticky Footer

No matter where the user is in their journey, and no matter what value proposition encourages them to take action, the user always has a clear and easy way to take the next step and convert.”

Dan Rospedzihowski

Head of PPC at Dark Horse with 10+ years of experience managing some of the UK's largest PPC & Paid Social accounts

http://darkhorse.co

Measure Crucial Events with Google Tag Manager

– “Visually appealing and navigable landing pages lead to a well optimised, user friendly experience. Get all of those combinations right and you can reap the rewards of profitability!

Here I’ll be highlighting some of the most important KPIs to optimise towards, enabling you to get the most out of your ad spend. There are many analytics tools to choose from but I’ll be guiding you on one of the most important of those, Google Tag Manager (GTM).

Introduction to GTM:

GTM works in conjunction with Google Analytics (GA), which is widely known to be one of the most effective and free eCommerce reporting tools. GA sends event data (events are just another word for goals or actions completed by a user on your landing page) which can then appear in your Google Ads account. Having this data link to your Google Ads account offers the ability to optimise with maximum effectiveness as it means everything sits under one roof, giving you visibility on all key metrics. This helps to save you time and achieve the best possible performance.

How Does GTM Work?:
- GTM gathers event data specific to each channel or campaign
- This is sent directly to Google Analytics
- Google Analytics sends that data directly to Google Ads
- All the data is viewable in Google Ads
Getting Started:

To get started, you’ll need to install the GTM code (container snippet) on the pages which you’d like to track. Here’s a link to the full support guide:

https://support.google.com/tagmanager/answer/6103696?hl=en

If you’re using WordPress, Shopify or other templated platforms like Wix, Squarespace or Unbounce you can find guides quite easily online.

Top 5 Tags/Events:

This is the most important part where I’ll explain what events are, why to use them and provide links on how to install.

Form Submissions:

Most landing pages are geared towards form submissions and these are typically the most important goal to measure. These should be tagged individually as sometimes there may be more than one way to capture user data. Typical examples of these goals are: leads, call backs, quotes etc.

Button Clicks:

Landing page best practice guides would usually steer you down the path towards only focusing on one main call to action (CTA). If you do offer multiple CTAs on the same page it’s important to tag these separately to ensure you can measure the impact your optimisations may have on the different goals. If one is performing much better than the other, consider removing the lower performing CTA in a split test scenario. Another reason may be to understand individual campaign or keyword level performance within your ad account.

It’s common to see variations in user journeys based on different keywords or campaign entry points. For example, upper funnel queries may result in button A performing better than button B. This type of scenario may lead to new landing pages being built for different keyword groups.

Call Tracking:

Often overlooked or set up incorrectly, call tracking enables the advertiser to see how many calls were made by users who clicked on your ad. This works by dynamically changing the number on a landing page to a ‘google forwarding number’ without any extra cost. Call details can then be tracked without interfering with the user experience and can be localised to minimise any performance issues. You’ll be able to see the duration and volume of calls which will give you valuable insights into call quality.

To test this you can use the standard method via the Google Tag Assistant tool. If you’d like to see it in real time, you could do so at the expense of a click on an ad so make sure you choose the keyword wisely to save on cost! More information on call tracking here:

https://support.google.com/google-ads/answer/6095883?hl=en-GB

Scroll Depth:

This handy metric can tell you how far a user has scrolled down a particular web page and is one of my favourite secondary KPIs to measure. Secondary KPIs can help to decipher why primary objectives are not being met. It’s also a good alternative to the time on site metric as users can often leave web pages open which can skew the data (you can adjust the idle limit for avg session duration if this is a problem you’re having).

Scroll depth tracking can be configured towards the percentages that you wish to measure. If it’s crucial for you to know how many users scroll 15% down the page, that’s easy to set up. You can choose the pages which you wish to measure too so that it doesn’t fire across your whole website. With the correct information, this can be a really powerful optimisation goal!

More info and how to install here:

https://support.google.com/tagmanager/answer/7679218?hl=en

Custom Events:

This feature demonstrates the versatility of GTM as a powerful goal tracking tool and is able to tag almost everything else you might wish to report on. You can tag a wide variety of events from mouseovers to combinations of goals, some of which may not be within the standard event list. These may need some developer work to create customised scripts. There’s a great blog which will help with your overall understanding here:

https://www.analyticsmania.com/post/google-tag-manager-custom-event-trigger/”

Oliver Ewbank

Oliver Ewbank is an award winning paid media specialist based in London. His digital insights have been featured in a variety of publications, including BBC News, PPC Hero, Wordstream, SEMrush & Virgin Entrepreneur. A guest speaker at Google, Oliver has run paid media projects for eBay, Koozai & Feefo.

https://www.reeyap.com/

Focus on Relevance

– “When it comes to optimizing a landing page for Google Ads its vital that you consider Quality Score. Quality Score is metric from one to ten and it impacts your Ad Rank and Cost Per Click. Put simply, the higher your Quality Score the more often your ad will show and the cheaper your CPC will be.

Page speed is obviously important but I would also make sure you focus on relevance.

If you’re bidding on the search query [cheap flights to Barcelona] make sure this term is featured in the Header once and once or twice in the body copy. It’s also worth using relevant images with appropriate alt descriptions.

Increasing the relevance of the landing page will increase conversions and earn you a good Quality Score.

If you’re working with big budgets on large campaigns it’s worth creating landing pages directly relevant to each query you are bidding on. You can do this at large scale using the Unbounce Dynamic Text Replacement (DTR) feature.”

https://documentation.unbounce.com/hc/en-us/articles/203661004-Working-with-Dynamic-Text-Replacement

David Rothwell

David Rothwell is a 15 years expert with Google Ads and the author of 'The Google Ads Bible for eCommerce'. His upcoming book, training, and support program "Clicks to Money - Making Google Ads Pay (No Agency Needed)" will be the new must-have for every business owner who hates paying Google.

https://www.linkedin.com/in/davidrothwellgoogleads/

Making Money with Google Ads Using Static and Dynamic Conversion Tracking

– “The purpose of your business is to make money. The biggest problem with Google Ads is not knowing if you are making any money. That’s like putting money into a slot machine and never getting any back. So why do so many advertisers on Google still gamble like this?

Even after fifteen years of client campaign management, I still see the same mistake which makes management, optimization, and scale of Google Ads campaigns impossible – not knowing how much money you’re making and your Return on Ad Spend (ROAS).

ROAS is the amount of money your campaigns made, divided by the cost. Anything less than 1.00 (break-even) means you are losing money, unless your Customer Lifetime Value (CLV) brings you repeat purchases. You want to get to break-even as fast as possible so you can begin to optimise and scale your campaigns to save wasted money, and make more money.

Your ROAS is positive, you are now running a profit center where you want to spend as much money as Google can take off you, instead of a cost center with limited budgets. Imagine putting money into that slot machine and always getting more back than you put in? How much money would you put in it? All of it, until it stopped taking it or your bank account couldn’t hold any more.

Limited budgets means you are running Google Ads as a cost center, not a profit center

When Google Ads is a profit center, your daily budget is “Please take more money Google”

Does this mean we would spend that outrageous amount of money? No! Because there are not an unlimited amount of people looking, or clicks, for any industry. But when your campaigns are a profit center, you want your ads to reach as many people as possible, as often as possible, for maximum clicks, conversion opportunities, sales and revenue.

Google Ads is Math

So how do we figure out our ROAS?

It’s actually simple math. Here’s the equation:

ROAS = (Revenue / Cost per Click) * Conversion Rate %

Where Revenue = (Average Order Value*Customer Lifetime Value)

Every Google advertiser knows their Cost per Click. But what many don’t know is their revenue and their conversion rate of visitors (clicks) to money. This is why conversion tracking is so important. Without it you cannot know two of the three critical numbers to calculate your ROAS:
1. Cost per click
2. Revenue (money you got paid)
3. Conversion Rate (how many visitors to your page paid you)
If you are paying an agency to run your campaigns and they cannot tell you your ROAS, they are getting paid even when you are not.

You can calculate your ROAS with a simple spreadsheet (red means losing money)

The key to ROAS – Conversion Tracking

Conversion tracking is quite simple to set up, and can track sales, bookings, leads, or anything else of interest. It can also track actual purchases and money for ecommerce merchants and digital product businesses who get an online transaction or shopping cart payment.

The biggest challenge for service-based businesses is when tracking leads. I have spoken to many business owners who actually have no idea what the value of their leads is. You have to know the value of the lead, in other words, the conversion rate of the lead to money, and how much money you will be paid. Complex multi-step sales processes really need a Customer Relationship Management tool, or CRM (e.g. Salesforce), which is beyond the scope of this article.

Business is Numbers

Service businesses can still use average order values though. One client who ran an airport transfer service simply averaged out all his seat booking prices at £90. We tracked his booking conversions and because we only ever spent less than £5 to get them (for ten years running, during which time he continually grew his business by 15x) we were getting a ROAS of almost 20x. That’s 2,000 %.

For every £1 he spent on ads, he got £20 back. The slot machine again. That business owner was so successful he bought out two competitors and sold his business to an international company. All because of Google Ads, with over 1,000 campaigns running in 33 countries worldwide.

Service business with an ROAS (ROI) of 1,944%

“Prescription Without Diagnosis is Malpractice”

If you get leads, you usually have to make contact with that person anyway. So that’s effectively an appointment. Instead of leads, take online self-service appointment bookings instead.

You want to diagnose and disqualify unsuitable prospects who may not have the problem you solve, the money to pay for it and other factors. You also want to pre-sell your solution to appropriate prospects ready to have a serious sales conversation during the appointment, with a high probability of converting them to the sale and getting paid.

Say you’re a consultant or coach selling your time. If your average order value is an hour of your time for £200, and your close rate to payment is 30% then the lead is worth £60. If you spend anything less than £60 per lead, you are making money. Then all you need is a full calendar …

Follow the Money

Conversion tracking is all based on cookies (small bits of code placed on the device following the ad click). Tracking fails if users block or clean cookies, or change devices which cookies don’t follow. Google Ads cookies can last up to 90 days.

You have to place conversion tracking code on the page you want people to finally reach which has a known revenue value, like a booking or purchase conversion thank you page. This page has to be on the same domain as the rest of your website, so if you’re using a hosted platform like Kartra make sure you preserve the domain across all pages. Cross-domain tracking is not supported.

Tracking works down to the keyword and ad level, allowing converting ads and keywords to be optimised and scaled.
1. Google user types a search
2. Your ad may display (an impression)
3. You may get a click (clickthrough rate)
4. User device is cookied
5. If the visitor reaches your final thank you page the cookie on their device matches the tracking code and a conversion is tracked, including the revenue value if so configured
Google Ads Audits Without Money are Pointless

Along with limited budgets as above, not turning conversion tracking on and configuring it correctly is a “smoking gun” that your campaigns are a cost center, not a profit center. It’s the commonest problem, and the first thing I check when doing an account audit. Every agency out there will offer you a free campaign audit but unless you can see the essential “money metrics” of sales, revenue and ROAS there’s no point. Although there are campaign best practices, you will not know what to do unless you are guided by the money you’re making.

Fail! This airline’s conversions were multiple counted showing ridiculous numbers

How to Setup Conversion Tracking

1. Click Tools and Settings and select Conversions

2. Click the +Conversions box

3. Select website conversions

4. We’re going to use book appointment for this example

The category you use will depend on what you sell, who buys it, how much you charge, how you get paid, how often, what platforms you use for bookings, online payments, shopping cart purchases etc.

Remember, instead of leads, use self-service online appointments. The platform you use e.g. Calendly.com will need to be able to integrate with Google Ads conversion tracking. There are many to choose from in Capterra.com. Make sure the one you choose plays nicely with Google Ads (not Google Analytics) because not all of them do.

5. Give it a name

6. For appointments and leads, use the same value and £1 or an average order value

Refer to the consultant example above to determine this number.

If you sell digital or physical products and take online payment or shopping cart orders, use different values for each conversion. You will also need to adapt the code to capture the revenue value (dynamic conversion tracking), and this varies depending on what technology your website is built with. There are help files to guide you. Some shopping carts e.g. Shopify make this easy with direct integration.

7. For leads and bookings, count one conversion

For digital and physical sales with an online transaction or purchase, select every conversion.

8. Select 90 days conversion window

Believe it or not, sales can still come in all the way up to 90 days after the ad click.

9. Accept the other defaults but disable Enhanced CPC

10. Install the tag, following the installation and configuration instructions

11. Make sure you install both snippets correctly

12. You’re done

13. Tracking is in place ready to be tested

14. In the campaign overview, select columns for conversions

The columns of data you need to see are not set visible by default, so you have to enable them. You need conversions, cost per conversion, conversion rate, value per conversion, total conversion value, and conversion value / cost (ROAS).

Testing the Tracking

Before spending money on live campaigns, it’s essential to test the tracking setup is working. You will need to make a test lead, booking or purchase on your own website. Sometimes a cost-effective way to do this is to use your own brand name in [exact match] as a keyword. Note: if Google considers this a low search volume keyword your ad may not show. In which case choose another, more general one. You will have to pay the click cost for the test.

With digital or physical products make sure there is a cost for the item (not free) so you can be sure of tracking the actual revenue value. Target your campaign to your own location, then:
1. Search your chosen keyword until your ad shows
2. Clickthrough on it
3. Complete your sales, booking or lead process
4. Arrive at the thank you page (on the same domain, remember)
As soon as you have seen your ad and clicked through on it, you can pause the test campaign. Tracking is not real-time so it may be a few hours until it shows. If it doesn’t show up, the implementation will need to be re-checked following all Google’s help links as relevant to your website technology.

Success! Our conversion is showing

This is for a webinar booking

Here we have a count of one, 90 days window, repeat rate of 1.04, 25 bookings with a value of 25.

This is for an ecommerce store tracking revenue (purchases) value

Here we’re counting purchases, count of every, all conversions and their revenue value.

Congratulations! You are now ready to run live campaigns and track your ROAS down to product, service, location, device, network, campaign, ad group, keyword, ad, and landing page level. Now you know what’s making you money, you are ready to increase your bids and budgets to achieve your financial goals. You will also be able to save wasted ad spend and make more money safely.

And with sufficient conversion tracking data over time, automated bid management can make campaigns run reliably with no manual bid management needed, sometimes for long periods of time like months or even years – with no agency needed.

The top four most common mistakes I see people make with their Google Ads landing pages:
1. Not tracking conversions
2. Not knowing their Average Order Value (AOV)
3. Not knowing their page conversion rate %
4. Not knowing their Return on Ad Spend (ROAS)”

Reece Groves

7+ Years Experience in PPC Advertising. Get More Customers by Maximising Google, Facebook & Microsoft Ads with Conversion Optimised Websites & Landing Pages

https://www.linkedin.com/in/reecegroves/

Test Multi-Step Forms to Get MORE Leads While Still Gathering More Information to Get Better QUALITY Leads

– “Everyone always wants hot leads that fall into their lap who beg to hand over their money to you.

But that’s not always possible.

But PPC managers have vast amounts of data so they can test quickly (a lot of the time). They soon become useful as part of the conversion rate optimisations effort when a/b testing things fast.

If you have more than 5 form fields, test splitting them up into multiple steps, BUT not on separate pages, that slows down the experience (only fractionally but it matters). You can get an idea of what I mean when I talk about multi-step forms, from form builder tools like these:
- https://leadgenapp.io/
- https://leadformly.com/
..or the multi-step form I built here for a home heating & renewable installation company, here:
- https://greenerenergygroup.co.uk/survey/
Take note of how effortless it is to finish and the use of clickable images rather than checkboxes with text next to them

Why does splitting form fields up work?

In a word, psychology.

Start with a simple question, like, if you’re an architect, for example, or how many bedrooms does your property have?

Once people start something they have a higher propensity to want to finish it – you know that satisfying feeling of completing something? That’s what is at play, but as long as it’s effortless. You can always add fun to it with flourishes of funny/brand copy and images as long as it is not overbearing & doesn’t distract from the goal.

On the other hand, if you have a long-form with 6+ fields & you’re asking for personal information, it may come across as daunting and people may not even start to fill it in.

Leave some of the most complicated or personable information at the end or even split up email/postcode in a previous step when applicable before going in for more information to increase chances of at least getting some contactable information like how we have done on the previous example.

Leave a splash of the “trust factor” & social proof in the way of testimonials & accreditations/certifications, so they stay with them throughout the form filling process. Then last but not least, always create a separate thank-you page redirect. As this gives reassurance, visitors have completed the form and is an opportunity for you to encourage people to follow you on socials or download resources of yours in the meantime while you get back to them.”

Adam Mackay

A face to face solution selling professional, Adam has adapted 15 years of sales skills to the world of Search Advertising to help his clients 'sell' their key benefits, & provide the best solutions to their customers.

http://www.adwordswork.com

Highlight Your Key Selling Points

– “When people are searching for something, whether it be using Google Search, Bing (or even the Yellow Pages!), they all have something in common:

They all want the best solution for them, at the specific point in time that they are searching.

When they search, they are going to be provided with a bigger range of options than they have ever seen previously. The ease of online advertising means that you now have more competitors going after that customer than ever before.

This makes it more important than ever to ensure that when someone does click your Ad, and arrives on your Landing Page, that they are provided with a genuine point of difference. Your Landing Page needs to sell the reason why they should take the next step with you – and not one of your competitors.

All too often, businesses and ad agencies look at the competition, and try to replicate what they are saying. This results in websites and Landing Pages from every advertiser saying the same things as each other: “best service” or “most experienced” or “locally owned.”

Not only are these statements boring platitudes that offer nothing to a prospective customer – they are also the same things your prospective customer is going to read in the Ads and Landing Pages of your competitors. If they see the same thing from every advertiser, how are they supposed to choose?

This is where it becomes crucial to highlight very early on in your Landing Page content the specific benefits, selling points, and competitive advantages your business has to offer to your prospective customer. They need to understand what’s in it for them – why should they take the next step and enquire or buy with you?

Don’t just follow what your competitors are doing and saying – and don’t say anything that can’t be proven. If you say “we have the best customer service” and believe that its a key selling point, then you better be able to back it up with strong evidence and prove how your customer service is different to, or better than, your competitors.

The people who visit your Landing Pages are still people. Write your Landing Page to speak to them, in the same way you would speak to them face to face. It’s all too easy for them to just hit the ‘back’ button and keep on searching, if you can’t give them a reason to work with you.”

Scott Salwolke

I've been doing online marketing since 2004 with my specialty being Google Ads Campaigns. My focus is on search campaigns and I work as both a consultant or as an ads manager. I specialize in working with service providers and B2B companies.

https://www.adhocmarketing.com

People Scan First, Then Read. Draw People Onto Your Page and Give Them a Reason to Read More to Convert.

– “People clicked on your ad because something about it attracted their attention. Now that they’ve landed on your site you have to keep their attention.

If what you do or are offering is simple to understand, then you might only need a paragraph or two. If your product is more complex or your business more competitive, however, you might need a lot more content.

There is nothing wrong with longer copy if that is what it takes. Unfortunately, if all they see are blocks of text their eyes are likely to glaze over and they will hit the back button.

No matter the length of the page, you most likely will have to draw them in first.

It is easy to say people don’t read anymore, but when they’re searching for information on a business, product, or service they’re often in a hurry. To capture their attention, you need to give them information they can grasp just by skimming your page.

There are several ways to capture their attention and provide relevant information in bite-size pieces. What you want to highlight is the pain they are feeling, the benefits of your products or services, or the experience of your company.

Headlines and subheads automatically stand out on a page. Many sites simply have a single headline that they haven’t put too much thought into.

Use headlines throughout a page to break up the content into different sections. They should briefly summarize what is to follow and why it’s important.

Adding subheads can help to provide crucial information. These are smaller headlines that appear just above or below the headline. Subheads should focus on a benefit they will find in that content.

Put in the time necessary to create headlines that are compelling.

Bullet points are another way to convey important information. Typically, you have 3-5 elements listed. Keep the lines as short as you can, although varying up their length can be effective.

Your list should either focus on what makes your business stand out from the competition or the benefits of your products or service.

Use bolded text in sentences, even in lists, to highlight specific benefits or facts. When determining what information to bold, focus on the elements that are unique to your business or product.

Another place to use bolded text is in your testimonials. Highlighting something unique or specific they said about your business. Anything to differentiate yourself from the competition.

Remember that your bolding needs to make sense on its own even if it is not a complete sentence.

In the example below I’d argue the bolded text is being misused and doesn’t make sense out of context. Instead of highlighting “get max money,” it would be better to highlight “know the value of your claim.”

And does being a real auto accident attorney separate you from the competition?!

In the second example below, bolded text is put to better use. And the bullet lists provide a strong overview of what clients can expect with their services.

I’d suggest their list would have been even more effective had certain elements of the list been bolded as well. They could have bolded “immediate financial relief” or “secure the medical treatment you need,” for example.

One thing to notice in the example is that they’ve used captions for their photo. Captions and text on a graphic are another way to relate information.

Although the goal is to make your page more accessible when you have a lot of content, it doesn’t mean you shouldn’t edit your copy as much as possible. Edit it down as much as you can, then incorporate these suggestions.

The goal of your work should be to either convince the reader to take an action or at the very least read more.

You only have a short amount of time to capture their attention and keep them on your site or take some sort of action. Anything you can do to make your business or what you offer to stand out, the better.”

Patrick Jongbloed

Patrick Jongbloed has worked in search marketing for over 7 years now and currently looks after Digital Marketing & Business Intelligence at e-Careers, a Ed Tech company focusing on professional qualifications.

https://www.linkedin.com/in/patrickjongbloed/

Master the Process and Keep Track of Learnings

– “Landing Page Optimization for any business can be an exciting project. Who’d have thought that changing the colour of a button doubles conversion rate or that using “Purchase here” vs. “Buy now” really doesn’t work? And that’s exactly why it is not enough to just learn and apply the individual tactics and tips that you’ll find on this page. You also need to have a solid process and way of storing your conclusions in one central place.

See, sometimes you’ll test a hypothesis and you’ll be right. But frequently, you’re going to be wrong and you’ve learned something surprising about human behaviour. It is precisely those times you are wrong that tend to give you the most valuable insights. But what happens if in 6 months, a new member of your team looks at your landing page and says, “Why is that button round? Surely it would do much better if it were square? Let’s change it”, and they go and undo all your rounds of testing.

Unfortunately, in larger companies and agencies, this happens all the time. New members of the team or even experienced people with solid assumptions, see something that doesn’t make sense to them and “improve” it. Don’t get me wrong – these are the kind of people you want to work with! People should always take initiative and put their thoughts forward. But it has to be done in a logical and accountable fashion.

So what’s the solution here? After all, new colleagues can’t read your mind and can’t possibly know what you did 6 months ago. It gets even worse when you think of the loss of knowledge when you eventually move on to another company. Because of that, you want to have a really easy document to keep track of any tests you’ve done and insights you’ve had. Here is an easy example on Google Sheets which you can look at.

https://docs.google.com/spreadsheets/d/1tudRDHpLw_DI_Dd5AJAtj0VT7FDxogNF5AEzvu_J7Xc/edit?usp=sharing

You can make a copy and alter it to fit your purposes.”



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Best Landing Page Builder: 63 Paid Traffic Experts Vote

by Chris Herbert | Last Updated May 25, 2021

Disclosure: Some of the links in this post are affiliate links, meaning, at no added cost to you, we will earn a commission if you click through and make a purchase.

Generating targeted leads is vitally important for practically any business and landing pages play a major part in the process. The difference a well optimized landing page that is perfectly designed for your target audience can have on your company’s revenue can be staggering!

Now managing and optimizing landing pages used to be reaaaally tedious. You’d have to code the page from scratch, and 3rd party analysis tools were rudimentary at best, so optimizing was more guesswork than anything. But thankfully this is 2021, not 2003. You no longer need to be a coding wizard or be crazy talented at design (although it does help!), as there are now lots of different solutions available that allow you to deploy battle tested, attractive landing pages extremely quickly (sometimes within minutes), and then provide you with the toolset to analyze how your audience engages with them.

Anyhow, it’s that fact that you have “all these options” nowadays that leads us on to the question that we’re addressing in this post…what is the best landing page builder in 2021? Now I’m no expert on building landing pages, so I got in touch with over 60 PPC and SEM pros that are. They build and optimize landing pages pretty much every day, and have been doing so for years. We asked each of them to recommend the best landing page software they’ve come across, allowing them to put forward up to 3 options, and we’ve published the results and what they had to say below.

So whether you’re a novice looking to create your very first landing page or you’re an experienced paid traffic marketer thinking of jumping ship, then this article should give you a number of very good options to investigate further.

Best Landing Page Builder in 2021: How Our Experts Voted

Landing Page Builder	# of Votes
#1. Unbounce	40 Votes
#2. Instapage	17 Votes
#3. Leadpages	13 Votes
#4. ClickFunnels	11 Votes
#5. Thrive Architect	8 Votes
#6. WordPress	6 Votes
#7. Elementor	5 Votes
#=8. HubSpot	3 Votes
#=8. Wix	3 Votes
#=9. Wishpond	2 Votes
#=9. Lander	2 Votes
#=9. Convertri	2 Votes
#=9. Beaver Builder	2 Votes
#=10. MailChimp	1 Vote
#=10. Divi Builder	1 Vote
#=10. Visual Composer	1 Vote
#=10. Landingi	1 Vote
#=10. Weebly	1 Vote
#=10. Kartra	1 Vote
#=10. Google Site Builder	1 Vote

In total there were 20 different landing page builders mentioned during the course of our survey, but as you’ll see from the table above, Unbounce, Instapage, Leadpages, ClickFunnels and Thrive Architect took home most of the votes between them. So they’re the LP solutions that we’re going to hone in on.

If this were a race, Unbounce would have won it with more than a few lengths to spare. It got over double the amount of votes compared to its nearest rival. Why was that? Well fact that Unbounce has been around since 2009 should tell you something. I don’t know about you, but it always gives me that extra bit of reassurance from the get-go when something has stood the test of time like that. Also, given how many extra votes it got, you might be surprised to learn that it’s by no means one of the cheaper landing page builders either, but as they say, you get what you pay for. With this product you get access to a lot of professional, heavily tested templates, an intuitive drag and drop editor, solid A/B testing – all the standard stuff you’d expect – plus a few really cool features like dynamic text insertion to increase relevancy (great for conversions), AMP pages for speed (not on the base plan though!) and a fabulous customer service team and community that is proactive rather than reactive. If you’ve got the budget, you won’t go far wrong here.

Instapage was the next most recommended landing builder and it’s all about ease of use and speed. The interface is super simple and there’s virtually no learning curve unlike with Unbounce, making it a suitable choice for small business owners and novice marketers alike. While it doesn’t offer the same robust feature set (popups are a noteworthy omission) or level of customization as Unbounce, you won’t have to write a single line of code and can setup and deploy stunning landing pages using one of the many attractive templates quicker than it takes you to finish a cup of coffee.

Leadpages was another option that received strong support, and is another landing software that has a more lightweight setup (compared to Unbounce), but is easy to get acquainted with, and has one very attractive feature: its price point. A basic plan can be nabbed for as cheap as $17 per month, representing great value for money, and a solid choice if your landing page needs are pretty basic.

Now ClickFunnels is a somewhat different beast in that it’s not a dedicated landing page software. As the name suggests it can be used to setup complete sales funnels in addition to your landing pages, and offers you access to a whole world of possibilities, such as upsells, downsells, onetime offers and much more. In terms of creating landing pages it’s very easy. Drag and drop. It just makes sense and won’t take long to pick up. Having said that, a few experts mentioned lack of customization being a weakness, and if you don’t need to create sales funnels, all of those extra features are just bloat that you’ll be paying extra for every month.

Finally, if you’re using WordPress then Thrive Architect is a plugin you might want to investigate. It’s the only one of our top 5 landing page builders that isn’t a subscription based product, costing a onetime fee that’s cheaper than the price of just one month for most of the other options we’ve spoken about. That’s a big plus if you’re counting the pennies, but still want to create great landing pages. It offers you lots of templates, works great on mobile, and when combined with other plugins produced by Thrive Themes makes for a pretty powerful marketing suite.

Other Articles You May Find Useful:

TL;DR

1) If you have at least some experience with landing page builders, need access to a superior feature set to optimize for conversions, and are prepared to pay a little more (this is not the cheapest option), this is what our experts recommend:

2) If you’re new to landing pages and/or ease of use is a priority, and you need to be able to deploy quality landing pages quickly, this may be the best landing page builder for you.

3) If you’re on a budget and need to make your money go as far as possible, these are two affordable options that represent great value for money (Leadpages is a cheaper monthly subscription than most, and Thrive Architect is a WordPress landing page builder this is available for a one-off fee):

4) If you need to create sales funnels in addition to your landing pages or are likely to in the near future, check out this one:

Read What The Experts Said: Landing Page Software Picks Explained

Below you can read exactly what each expert had to say when we reached out to them to ask for their top landing page builder recommendations. They each explain their choices, some in great detail, and share a lot of really valuable insights into this software. We hope you find it helpful!

If you already have one or two options in mind and want to read what industry pros are saying about them, use the filters below to easily jump to the relevant content.

{"filter_mode":"masonry"}

Mathew Court

Mathew is responsible for SEO & PPC within Auto Trader’s Non-Car Division, looking after everything from Tractors to Vans. Auto Trader is the UK’s leading digital automotive marketplace, serving over 13,000 automotive retailers.

https://twitter.com/courtmathew

HubSpot – “Hubspot is a content influencer/leader so nobody will be surprised to see them as one of my choices.

You can build a landing page in minutes by using the easy drag and drop tool. You can also build contact forms. A/B testing is easy, create smart content and get detailed analytics from your marketing campaigns.

The Hubspot landing page builder is powerful in terms of the advanced features you get. As such, the price point is higher in comparison to other landing page builders.”
Lander – “Lander is great for beginners, again utilizing a simple drag and drop editor, you can create a beautiful landing page in minutes.

The simple layouts are clean and useful, and like other great landing page builders, it offers A/B testing and integration with other marketing tools.”
Instapage – “The interface is by far I feel the most user-friendly, and again utilizes a drag and drop feature. You can again build a stunning landing page in just a few minutes. The customizable templates are fantastic, and they offer something fantastic for any type of landing page.

Like the other tools, you also get advanced analytics, split testing and integration with other marketing platforms.”

Andrew Percey

Andrew Percey holds BS/MS degrees in computer science from MIT. He has over 15 years of experience in corporate marketing and PPC advertising. Andrew has helped more than 100 businesses and MIT startups to succeed with Google Ads.

https://www.prometheusppc.com/

WordPress – “WordPress is obviously much more than just a landing page builder. However, it’s still what we use for most clients because of its ultimate flexibility. The reason you want a landing page is to capture leads or drive sales, and doing that *well* requires precise visitor tracking and conversion tracking (forms, phone calls, chats, etc.), especially if you’re paying for that traffic, such as through Google Ads. We’ve run into so many problems in the past with various dedicated landing page builder sites not being able to accommodate full visitor and conversion tracking that we’d rather just stick with what works. WordPress always works. In addition, if the client’s site is already built on WordPress (and most are), then this approach leads to landing pages that are fully integrated into the website from the get-go, and that are maintainable through the same interface, without any additional work.”
Unbounce – “If WordPress isn’t on the cards for some reason, or if you need certain special landing page features, then Unbounce likely has the solution. When using Google Ads, for example, one great feature of Unbounce is the ability to dynamically change certain keyword text on the landing page depending on which keyword triggers an ad. This can help increase landing page relevance both for the visitor and for Google, which can result in higher Google Ads quality scores. One big downside of Unbounce, and of most landing page builders, is that if you decide you’d like to integrate the landing page into your website platform later there’s extra work required, and sometimes it can be extensive.”

Spencer Wade

The product of a diverse professional background, Spencer Wade is the solutions-oriented Principal Strategist at Lift Conversions – a Google Partner digital marketing agency he founded in 2014. Today, Lift Conversions has locations in both Chicago, Illinois and Westminster, Colorado.

www.LiftConversions.com

Instapage – “This is the ideal landing page builder for small businesses – especially those without a tech expert on the payroll. You can design incredibly effective landing pages in no time and publish them to your website without any particular coding expertise. It integrates directly with WordPress, builds great mobile pages, and has a decent analytics suite to assist you in bettering your performance. All in all, it’s the best bet for those looking to create custom landing pages without paying a developer.”
Unbounce – “While Instapage may be easier to use – particularly for those without an in-house developer – Unbounce is still the landing page builder that we use for our own agency clients. Unbounce seamlessly integrates with most of the marketing tools you’re already using and delivers outstanding results at a very fair price point. If you’re serious about search marketing then Unbounce is the landing page builder for you.”

Matthew Clarendon

Ozymandias is a premiere digital marketing agency specializing in Search Engine Optimization, Pay-Per-Click Advertising, and Social Media Marketing. We use proven strategies, and data driven decisions to drive insane results for our clients while simultaneosly maintaining a human, 1 to 1 relationship with our clients and their businesses that larger agencies lack.

https://www.ozymandias.agency/

ClickFunnels – “Overall I’d recommend ClickFunnels. There is a reason they’re the biggest and most ubiquitously known landing page builder; it’s because they’re the best. Russell and his team know what they’re doing and know what’s going on with regards to online marketing and all its facets, and the software really shows it. Simplicity is one of the first things that comes to mind with this software for me, being able to understand how to use the platform from the get-go is a plus with their drag and drop builder, ready to use templates, and tons of tutorials on how to integrate any possible third party software are reminiscent of using an iPhone for the first time where everything sort of “just made sense”. Another big plus is the ability to split test in real time all variations of your landing pages and entire pages themselves, so you always know what’s working best. The downside of ClickFunnels is its pricing, with the cheapest plan costing $97 per month; however you can get a 14 day free trial on its site or from everyone promoting their affiliate link. Consider using ClickFunnels if you have a nuanced funnel to setup as you can go really in-depth with this software using upsells and shopping carts and more, rather than just the need for a landing page/optin page to be followed by a basic thank you page. Bonus points for having GDPR ready features for anyone operating in the UK and everywhere else sooner or later. ”
Elementor – “Next, if you’re on a budget and looking for a free landing page software, I’d recommend using Elementor (if you’re using WordPress). Offering a lot of the same features as companies like ClickFunnels, like pre-designed templates to give your landing page a professional appearance and drag and drop editor. Some caveats I will include is I have found it can fall short when it comes to support. It can occasionally get finicky with other WordPress plugins, and I’ve had problems before trying to alter tags for SEO purposes. Elementor is a great software if you’re trying to save your pennies, just know you might run into problems here and there.”
Leadpages – “I would be remiss in not at least mentioning Leadpages in this article. This software comes in a lower price than ClickFunnels at $25 per month, while retaining a lot of the same features, which will satisfy many of the needs of marketers reading this article. With tons of templates that are easy to build and modify, mobile responsive designs, payment processors, webinar integrations, and marketing automation, Leadpages an easy choice for many looking for an in-between.”

David Szetela

David is Owner and CEO of digital advertising agency FMB Media. His two books on PPC advertising have helped train a generation of marketers. He hosts a podcast called PPC Rockstars, and was recently judged one of the top 25 PPC experts worldwide by PPC Hero.

http://www.fmbmedia.com

Unbounce – “I’m a big fan of the tool Unbounce. The user interface is clean and easy to navigate. The ability to run concurrent experiments really helps improve conversion rates significantly and as quickly as possible. Two thumbs up!”

Philip Armstrong

Marketing director, with over eight years' experience working in SEM, devising successful marketing strategies for clients.

http://optimiselab.com

Unbounce – “I would recommend only one choice for best landing page builder: Unbounce. Unbounce allows you to quickly and easily set up attractive landing pages. The landing pages have in-built A/B testing functionality, are extremely fast loading, and most importantly – they’re very effective at converting visitors into prospective customers!”

Mirena Boycheva

A digital marketer with 5+ years of experience, specialising in pay-per-click advertising and website conversion rate optimisation. As an owner of a small agency for PPC services, my mission is to help SMEs to grow by advertising on Google at a reasonable price. Hence, I also consult my clients for best landing page builder platforms.

www.leadvertisingsolutions.com

As a digital marketer, when visiting a website, I look for three main things: user navigation, clear steps to conversion and a great experience. Building an engaging website is the core of driving sales through a website. Before mentioning my top 3 landing page builders, I’d list the features that I’m usually looking for when choosing a platform to build my website. My clients often don’t have any developer skills, yet there is still a way to create an astonishing website, which will help them engage the visitors with easy user navigation panels, as well as impressive animations, menus and forms, which won’t cost them a fortune.

The criteria I have selected in order to choose the best landing page builders I am recommending to my customers are the following:

A variety of customizable templates available for any type of business
Extra tools for creating animations, images, shapes
App centre or plugins to help with any other type of activity I’d like to offer my visitors – such as a service calculator, price list, location map, forms for submission, pop-ups
From a digital marketing perspective, analytics tracking is a must for any landing page builder I use
Automatically adjusting the desktop version to a mobile-friendly version

All 3 landing page builders I’ve selected fulfill the criteria mentioned above. They also are very easy to use offering a drag and drop interface, where all elements are editable.

Wix – “Offering more than 500 different themes with professional designs and layouts, suitable for any type and size of business. It also has available a lot of widgets and apps to integrate within the website interface. Wix is extremely easy to use and the customer support is very reliable for anything that you might struggle with. The drag and drop interface can help you create a website very fast and it is also automatically adjusted for mobile devices.”
Weebly – “Recommended for small businesses predominantly, Weebly offers a tidy interface, which can really help you create your website faster. It is the easiest landing page builder, which non-tech savvy people would find it best for. Only 70 themes are available. However, while Wix has focused on the volume of themes, Weebly’s focus is on the quality of those. Weebly offers many more apps to integrate, although there is no browser option to search by type and name.”
WordPress – “WordPress offers the best variety of features, plugins and themes for people with some coding skills. But even if you’re not tech savvy, WordPress could still be a good choice. It may require some technical know-how in order to use its full potential, but this is not a must whatsoever. You can still work with pre-existing themes, there are plenty of those that you can use and easily adjust to your needs. After all, let’s not forget that this platform is the most popular CMS. With more than 50,000 plugins, WordPress is the number one CMS to use for websites and landing pages that are more complex.”

Laura Moore

Laura is a strategic social media marketer with expertise in paid social for small business. She helps businesses to generate leads and increase sales with Facebook & Instagram ads.

www.laura-Moore.co.uk

Leadpages – “There are so many options out there when it comes to landing pages, but I now only use and recommend LeadPages.net to my clients.

I am not one for over complicating the issue, so I love how easy Leadpages is to use. Everything is customisable, and it will even pull in the brand colours from your website, so you don’t have to worry about finding hex codes etc.

As a Facebook ads strategist, it’s really important that I can track what’s happening on my landing pages, so being able to add the Facebook pixel is key for me. Leadpages makes it really simple to do that so I can track website visitors and create custom conversions for my ad campaigns.

The ability to add integrations such as Stripe and Zapier is also really important for my clients and Leadpages offers plenty of choice.”

Jeroen Minks

With over 10 years experience in marketing, Jeroen helps businesses to get more results out of their online advertising budgets.

https://www.vazooky.com.au/

Instapage – “Instapage is my go-to platform to build quick and easy landing pages.

Instapage provides hundreds of customizable templates that you can use to build your landing page. You can also create a page from scratch. The drag and drop function makes it easy to create sections on your page and add your own personal content.”

“There are also a couple of other tools I’d recommend. These aren’t landing page builders, but rather focus on the optimization side of things.”

Optimizely – “Optimizely is more of a landing page testing tool, which is great if you want to test different landing pages that mainly get organic traffic. It allows you to create different goals and see how well your variations are performing across all of them. You can also set up multi-page testing, which might come in handy if you want to include several steps of your funnel into 1 single test.”
Google Optimize – “Google Optimize works quite similar to Optimizely. The standard version of the platform is even free! As it’s a Google product, it seamlessly integrates with Google Analytics and Google Ads.”

Bhupinder Bhogal

Working with companies in a variety of niches for the past 10 years on PPC & SEO campaigns.

https://www.linkedin.com/in/bhupinder-bhogal/

Instapage – “The ease of use here was a huge plus. I found this to be the easiest to work with in terms of layout, adding/removing elements, even using custom html, this was a better performer. I believe this has been put together by Wix so expect a good UI and simplicity – which it does deliver. A good one for novice users.”
Leadpages – “Leadpages was one that was chosen for its pricing and also features. This at the time of using Leadpages was one of the only ones that used dynamic text replacement features, which were needed by me. It was also the best in terms of the number of sessions that you pay for. A nice library of customizable templates. Using the system was a little clumsy at times. Setting up subdomains was a bit of a pain. That being said it was a good cost based solution. There is a WordPress plugin, which makes publishing a little easier, however if you aren’t using WordPress, publishing is a bit of a pain.”
Thrive Architect – “Used specifically for WordPress installations, I found this to be much better than some of the other WordPress page builders. There is a nice library of templates. Playing around with elements on different devices is a piece of cake. This plugin also allows for dynamic keyword insertion, which is a very powerful feature, especially for PPC landing pages.”

Kaspars Brencans

Senior PPC Marketing Expert in Chicago with 8+ Years of Experience - Specializing in Google and Facebook Ads. Believes that PPC without CRO is like wedding without music. Optimizing PPC accounts based on actual ROI, rather than vanity metrics.

https://bestppc.marketing

Unbounce – “In short, we have tried multiple landing page builders & as an agency that heavily relies on landing pages – we’ve found unbounce.com to work best for our needs.

We love unbounce due to very simple reasons:
- Their UX is very user friendly, so implementing design files into a landing page format is pretty easy
- No matter what type of a landing page we create, google’s pagespeed insights has never been lower than 90/100 for mobile (nearly 100/100 for desktop every time)
- They have a very large community that experiments with their code, so finding scripts to make landers more interactive is very easy
- They have an insanely fast response time on customer support & the CS is not just there to take notes, but they, for the most part, are able to find answers for you instantly
- Last, but not least – they allow you to create client sub-accounts
>> While we usually don’t give our clients access to their landing pages due to several reasons, we do have cases where we work with companies that are very technically inclined & they want to set up webhooks / email / CRM integrations on their own, so this is very convenient.

I know, I’m talking Unbounce up like it’s the best thing since sliced bread; but while it’s a great tool – there are still a few flaws in their system:
1. While the tool analytics sections shows landing page form submissions & conversion rates – that is a VERY vague insight on the actual test results. The analytics does not reflect results based on device type; there is only 1 goal available, aka – they offer very limited data insights. To conquer this issue – we build each landing page on a different URL, and then we implement optimize.google.com redirect tests to paint the full picture based on Google Analytics data.
2. There is only 1 time zone available in the whole account, and it can’t be changed.
3. Mass script implementation is available, but it’s based on domains – not specific landing pages you’ve created.
As you can see – if you’re ok with saving some serious development time coding each landing page, but understand that there will be far more work to do as far as setting up tests, analyzing data, etc…. This is the right tool for you!”

Mike Nelson

Mike has a diverse online background, with most of his time having been spent in online advertising. He has appeared in major SEM publications including Search Engine Land, Search Engine Journal, Certified Knowledge and more.

http://four15digital.com

Unbounce – “Unbounce is probably the most popular landing page builder on the market. It requires little to no coding experience, integration with 3rd party tools (like Google Analytics) very easily, and allows for a/b testing. AMP pages are also available, which shows Unbounce is keeping up with modern best practices. In the past, Unbounce may not have had many templates, but now they’ve expanded to a few dozen, which should be plenty for most teams’ needs. And, the platform is super affordable – you can’t go wrong by starting out with Unbounce!”
Instapage – “We’ve been so happy with Unbounce, we haven’t explored many other options. One that’s on our radar, though, is Instapage.com. This platform is more enterprise compared to Unbounce, for those who need these features, particularly website user personalization. This may work instead of a tool like the Marketo or Hubspot landing page builder for b2b advertisers, and could also replace the need for Optimizely for all advertisers.”

Richard Conduit

Richard Conduit lives with his wife and son in Liverpool in the UK. Richard is the Founder and Managing Director of 2 UK Ltd companies, GC Digital Ltd, a successful Digital Marketing Agency that runs Social Media Ad campaigns and Aeon Software Ltd a software company who’s flagship software is Contact Gorilla. Richard is also a ‘Featured Expert’ in Funnel Magazine and guest on the ‘Conscious Millionaire’ Podcast with millions of listeners. Richard has spent millions of Advertising Dollars for his clients, generating amazing ROI’s up to 15:1 creating life changing incomes for his clients.

https://www.linkedin.com/in/facebookadexpert

Each landing page builder below will allow you to build:

Landing Pages
Squeeze Pages
Sales Pages
Video Sales Pages
Checkout Pages
Thank You Pages

…plus a lot more too.

ClickFunnels – “ClickFunnels is a great place to start. It has some great points and some not so great points, so, here we go…

Firstly it is really good for beginners. If you have never built a Landing page then ClickFunnels could be the perfect place to start. It has a drag and drop set up that allows you to easily (once you’ve got the hang of it) build a landing page within a few minutes. You can set up split tests really easily and setting up the flow of your funnel is easy too. You can integrate a lot of other platforms with ClickFunnels and so pretty much any autoresponder you use is there, so you can gather your list quickly and easily. It is a basic system that does work and the biggest selling point for me is the additional training on offer (at a price) from the marketing master Russell Brunson who owns the platform. It has a 14 day free trial and if you go for the lowest cost set-up ($97 per month) then you get the landing page builder and that’s about it, but if you go the extra mile ($297 per month) then you get an inbuilt (albeit limited usability) email autoresponder and an affiliate platform all built into your account.

Now the downsides. Although ClickFunnels has a huge following, it is mainly down to the marketing skills of Russell and his team. The platform is quite restrictive when wanting to build your landing page exactly how you want. Although it has templates for you use and get you going, you do need to pay for the top performing ones.
The biggest issues for me though are the number of glitches in the software. Sometimes things don’t save when you want them to. Sometimes the system goes down and the worst thing is the page load time. It. Is. Slow! Which let’s be honest, is a pretty important thing when running traffic to a Landing Page. The other thing is that if you’re looking for a platform with great customer support, look elsewhere.”
Convertri – “Convertri is my go-to place for building Landing Pages and is the brain child of the genius Andrew Fletcher.

Why is this you may ask and what is Convertri?! Well, Convertri is a landing page builder very similar in a lot of ways to Clickfunnels and all the rest, however, it does have amazing plus points.

Firstly, as a platform, it is so flexible that sometimes, especially if you are not used to building landing pages it can be a little too clever in that you can place anything you want, anywhere on the page, a bit like Photoshop. For me, this is great and allows me to build amazing looking, clean landing pages that convert. Talking of clean pages I once had a client that wanted me to duplicate everything she had in Clickfunnels and build it in Convertri too. Purely by accident, I ended up at some point with both landing pages together next to each other on one screen and the difference in clarity was astounding! Convertri just looked clearer, crisper, less fuzzy, nicer somehow. It does have it’s annoying bits like the way you add something new on the page, and when you go into mobile view it is all the way at the bottom of the landing page and you have to shuffle things about a bit. It does not put it in the perfect mobile friendly state, so you have to mess about with that and split testing is not as easy…

But, and this is a massive but, it is quite simply the fastest loading landing page builder on the planet. End of. It is so fast I couldn’t believe it when I first saw it. Also, it has never, EVER had any downtime at all. None of the others can say this. It is also well priced beating the others with cheaper monthly costs.

Convertri also has a 14-day free trial and then has three price ranges. Standard $53 per month, Pro $58 per month and Agency $166 per month. Customer support is amazing and for the sake of taking a little bit of extra time getting to grips with building landing pages in it, Convertri is the one I would recommend.”
Kartra – “Kartra is an all-in-one platform and is brought to you by Andy Jenkins and Mike Filsaime of Webinarjam and Everwebinar, and Frank Kern.

As an all in one platform, you can imagine that it does basically everything you need to build out any marketing funnel you can think off. It does email marketing campaigns, it builds landing pages and funnels, it hosts videos, gives you the ability to have a helpdesk for your funnel and does everything you want to complete the customer journey in one place. But what about the landing page builder?

Well, you can choose from a lot of templates again and it is a drag and drop platform again. However with Kartra, although the pages look really good, it is not the most intuitive landing page builder. Once you get the hang of it it is very good and the landing pages do look great but I thought it had a steep learning curve.

Some of the best bits about it are that it has a lot of functionality that the others simply don’t have such as animations for certain components and very pretty sections that you just don’t get with other platforms. The bottom line is that you can build extremely good looking pages with Kartra if you have the time to learn everything the landing page builder has to offer. Couple this with the other integral parts of the platform and it is easy to put together landing pages and tags and triggers that build up a well working funnel.

It has had some bugs though and although I haven’t experienced any major problems myself, I do know people that have.

Kartra pricing starts with a $1 for a 14-day trial and then the packages range from Starter at $89 per month to Diamond at $699 per month. Although this might seem a lot, if you add up all the costs of email autoresponders, video hosting, helpdesks and everything else that Kartra has, then it’s not bad at all.”

Oliver Ewbank

https://www.reeyap.com/

“When it comes to converting paid media, I think Unbounce and Leadpages are the best tools.”

Unbounce – “I particularly like working with Unbounce as you can scale large marketing campaigns by using Dynamic Text Replacement (DTR). This helps to personalise the content on the landing page which always boosts your Conversion Rate.

https://documentation.unbounce.com/hc/en-us/articles/203661004-Working-with-Dynamic-Text-Replacement”
Leadpages – “If you’re not very technical and want a tool which is easy to use then Leadpages is perfect. The drag and drop feature and range of templates make A/B testing painless.”

Steven Johns

Digital Marketing Consultant at Door4. 13 Years’ Experience in the Marketing Industry

https://door4.com

Unbounce – “Having used a number of SaaS providers over the years, I was somewhat sceptical about trying another web builder tool. Online landing page builders are great if you’re happy to select an option that looks and behaves a certain way and are not too fussy about detail. Select a template from a library, change the copy and images and you’re good to go. They definitely have a place.

Where it gets tricky with these online tools and templates is if you want to dig a bit deeper, maybe apply your own UX and Brand. One can end up spending hours and hours reworking or hacking someone else’s code to fit your requirements, only to be frustrated by the end result. You’ll wish you’d started from scratch with your own code and design or employed an expert to do it for you.

Having been disappointed by other providers, we’ve consistently had our basic needs met by Unbounce.

Pros
- Drag and Drop interface
- Simple to set up
- Good documentation (although you do need to sign up separately to your account)
- Easy to set up desktop and mobile viewports
- Can add custom Javascript and CSS*
- Lots of 3rd party integrations to plugin to (we used Zapier)
- Custom fonts
- Builder interface is responsive
- Custom domain
- Easy to set up A/B testing
*This is a big pro. Being able to add custom code raises the bar as it allows the creator to bring the landing page to life and is only limited by their imagination.

Cons
- Preview can be quite slow
- Initial dashboard is quite busy
- Form confirmation can be a bit clunky
Overall I was quite pleased with Unbounce. It’s intuitive and quite customisable. From a design/dev/UX point of view, I’d definitely recommend it.”

Tony Chopp

Founder — Claim Your Space — PPC Experts

http://www.cysppc.com

Beaver Builder – “We love Beaver Builder on WordPress. It’s easy to use and priced right. Depending on your use-case, likely at least half the price of something like Unbounce or LeadPages. Both of which are totally solid products by all means. But if you’re working in WordPress, Beaver Builder is really just a joy.”
Visual Composer – “Visual Composer is also solid. Especially because you can swap out headers and footers. Which can be really important for PPC landing pages, where we frequently want to reduce or remove navigation options.”

Sometimes we need a bunch of landing pages or tons of variations, or something really custom for a project. These guys are really great as a full-service, ‘we’ll build your landing pages for you’ option: landingpageguys.com. We’ve also used them for custom landing pages built on Drupal or other less common CMS platforms.

Laura Hanlon

CEO of Pink Leopard, a boutique marketing agency specialising in Facebook and Instagram advertising. Laura and the team build and run super successful advertising funnels for a range of clients predominantly in the fitness, health and beauty world.

http://www.pinkleopard.co.uk

My favourite landing page builder is Clickfunnels, which I switched over to a few months ago and highly recommend. I also recommend Unbounce, but really it depends on what you’re using it for and your experience with building landing pages.

ClickFunnels – “ClickFunnels to me is really easy to use and if you’re a landing page novice, then it will take you no time at all to become familiar with it. Templates are really simple and it’s hard to go wrong really… the only thing that does irritate me is that you can’t click an “undo” button if you make an error! (ClickFunnels please add this feature if you happen to be reading this 😉 !) It’s also super easy to integrate with other apps and CRM’s.

If you’re a little more advanced and need a lot of customisation then Clickfunnels may not be the best option for you.”
Unbounce – “This was one of the OG’s in the landing page builder world, and is arguably still one of the best. It’s pretty intuitive to use, has an easy drag and drop editor and is great for A/B testing. One of the only downsides to Unbounce is that it’s quite expensive for the more premium plans, but I would still highly recommend it.”

Anton Hoelstad

Experienced Digital Marketing Consultant

https://antonhoelstad.dk/

Unbounce – “I really like the flexibility that Unbounce provides in their landing page builder. You have many options of A/B-split-testing the designs.

One of my favorite features is that you can create dynamic headlines from URL parameters. This makes it possible for you to change the headline by adding parameters like ?h=Add+Your+Headline+Here.

From working with Google Ads (AdWords) for the past 8 years, I’ve used this quite often. It helps me split-test different USP’s – and even more important – to optimize the Quality Scores, get cheaper clicks and more bang for the buck.”

Andre Couture

AdFractal is a turnkey digital marketing agency focused and passionate about getting our customers real world results. We build digital bridges between you and your customers.

http://www.adfractal.com

Few online marketing campaigns are complete without a well-crafted landing page.

It’s the “what’s next” for your prospects when they visit you. It addresses why they chose you and what you will do to solve their problem. It’s key for conversions and turning clicks into customers.

Web pages can, however, be time-consuming to build with no shortage of bells and whistles to include in them. There’s also no shortage of landing page builders out there too and the options can frankly be overwhelming.

As an online marketing agency, we’ve compiled a short list of what we feel are some of the contenders for the title of “best landing page builder” and why we feel anyone can use them with little fuss right out of the box.

Unbounce – “These guys are one of the industry leaders for a reason. It’s just so easy and intuitive to build a great landing page with it. They have tons of templates to pick and choose from, and has one of the best A/B testing tools in the market, which is HUGE! It’s loaded with lots of integration, features, and add-ons. The only downsides are the price point and learning curve. While not the cheapest option out there, it is one of the best. You’ll need a little bit of time to get used to it, but once you do, you’ll marvel at the full features you have at your fingertips. Even large agencies use them which says a lot. ”
Instapage – “Sometimes you just want a landing page up and going without having to figure too much out. That’s where Instapages can be your savior. It’s all about instant use. Fast loading pages that can be set up and run in as little as a few minutes. Amazing for beginners and small businesses with great and easy to read analytics reports to see how it’s running. Now for the downsides… Because of its emphasis on instant pages, they don’t have as many features as the rest. There are also no pop-up options and A/B testing isn’t included in their basic package. If you just need a simple landing page builder to get things up as quick and simple as possible, you’d be hard pressed to find anything better.”
Lander – “Let’s face it. Price can often time be the deciding factor when choosing anything and that’s why Lander made our list. Their prices are very low, but they still have some rich features. All packages include standard A/B testing (did we mention how HUGE that is?), Facebook landing pages, easy drag-and-drop creation, CRM and email marketing integration. Sure, it may not be the best editor around or have the most features, but it’s still a bargain for the price.”

“You really can’t go wrong with either one of these options. Just always keep in mind your user experience and conversion flow first. Now go and convert those leads!”

Vita Tzenov

Vita has been a expert in SEM for over 15 years. She specializes in helping B2C and B2B companies grow their Google Ads accounts to reach more users, increase conversions and improve CVR while maintaining ROI targets.

https://www.linkedin.com/in/vitavaysman/

Instapage – “Instapage is an end-to-end solution for building personalized post-click landing pages at scale. Build. Personalize. Experiment. Win.

They have the most comprehensive suite of tools available for fast landing page implantation for small or large projects. You can A/B test portions of your landing page, create personalized experiences and really build around your audience segments. This is the tool I use almost exclusively.”

Kevin Redfern

Director of Your Digital Marketer | Google Partner | PPC Agency

https://www.yourdigitalmarketer.co.uk/

WordPress – “My favorite landing page builder is a little old school and can be more complicated, however I love using WordPress landing pages with a custom built theme. You can really match the look and feel of the site and customize every aspect of it to fully suit you.”
Unbounce – “Unbounce was great fun to use and was easy to implement. I loved how it had readymade styles / templates which you could change to suit you. Alternatively you could start from the ground up and really make the landing pages your own.”
Instapage – “Instapage has great integration features, however the available styles / themes were not as extensive as Unbounce, in my opinion.”

Mark Neale

Head of Paid Marketing at Adtrak, with a specialism in paid media advertising and lead generation

https://www.adtrak.co.uk

Unbounce – “Unbounce was one of the first landing page builders that I got to experiment with and I have to say this is my first choice when looking to build PPC landing pages.

The software has a simple interface using drag and drop features, built in support for Google fonts and can be integrated with a large number of apps.

Reasons why I love Unbounce…
- Nicely designed templates
- AMP ready
- Works with WordPress via the Unbounce plugin
- Can add video backgrounds
- Speed orientated so you can get good speed scores in Google
- Huge support community, if you need to find the answer to something, chances are it’s there!”
Landingi – “Landingi has a well thought out interface, easy to drag and drop elements onto the page. Moving multiple items is no problem as multiple selection is available.

Reasons why Landingi rocks!
- Over 200 templates
- Icon library, reducing the need to import your own icons
- Great reporting dashboard for lead generation
- Competitive pricing compared to other landing page builders”

Bill Cutrer

As the agency owner of Seapoint Digital Bill brings years of experience in Inbound Marketing to help a wide variety of clients reach their online marketing goals of driving more traffic through SEO and Search Engine Marketing as well increasing lead conversion.

https://seapoint.digital

HubSpot – “While landing pages are only a component of the suite of marketing tools integrated into the HubSpot marketing platform, it’s the ability to utilize the additional tools that make their landing pages effective. For users that have been identified by having their devices cookied it allows for dynamic text to be delivered based on a variety of user behavior and demographics to target the most effective message to the user.

The platform also has robust measurement tools to track submission rates and traffic volumes to compare various landing pages across your site as well as the ability to A/B test variations in one landing page.

The design tools are easy to use as well to build landing pages quickly and a Hubspot subscription comes with Shutterstock built into the dashboard for ease in selecting image assets for your project. HubSpot also has a vibrant community of designers and developers in their marketplace, making it easy to find professional templates for most landing pages at low-cost options including many free versions.”
Leadpages – “For a low-cost option Leadpages is a powerful platform for building landing pages and progressive forms. With over 200 templates and a number of integrations to connect to your CRM and other marketing tools, it is a great platform to build off of. The platform also has a Facebook and Instagram ad builder to combine your landing pages into a seamless social media marketing campaign.”

Adam Robinson

With over ten years experience in online marketing and media, I am now the senior PPC specialist at Marketing Signals.

https://www.marketingsignals.com

Unbounce – “Without a shadow of a doubt, the landing page builder of choice that’s our go-to is ‘Unbounce’. It may not be the cheapest, but with PPC competition increasing all the time, I think it’s imperative not to skimp on arguably the most important part of any digital campaign; the landing page.

I have found the drag and drop functionality remarkably easy to use, which considering I am to design what Piers Morgan is to rational, respectful discourse is no mean feat. For those who are even less impressive with their design skills, there’s a plethora of templates to choose from.

The best thing about it for me is the ease with which you can duplicate and edit your landing page. This makes absolutely acing PPC when it comes to reducing CPC’s and improving account performance a doddle.

I prefer having a landing page for each specific keyword I am targeting, this way the relevancy of the ad and keyword match up fantastically. As you can imagine, with some accounts having hundreds of keywords, this could become a nightmare. By duplicating and amending your landing pages slightly, you can continue that relevancy throughout the journey.”

Stuart Donaghy

Senior Digital Marketing Professional with over 7 years industry experience. (2 in Australia, and 5 in the UK) Technically skilled in Web Design, Conversion Rate Optimisation (CRO), Advanced Pay Per Click Campaigns, Brand Management & Digital Consultancy. Visit my LinkedIn Profile for more information.

https://www.linkedin.com/in/stuartdonaghy/

Landing Page Builders… Love ’em or hate ’em, they have an essential place in the digital architecture of online marketing. Directing customers with specific needs, to bespoke landing pages highly improves all aspects of the web moment – from visual/brand perception, to time spent on page, right through to interaction rate and convertibility.

The following is a collection of what we feel are the best landing page builders out there at the moment:

Instapage – “Instapage is speed. Speed saves money. Saving money makes money. Yes it is limited in its abilities from the box, but with a creative take on the content this is forgotten. The analytics reports are first class and we would recommend this as a good choice for beginners and middle weight users alike. There are some limitations on the entry level option, such as a/b testing, but this can be forgiven when you consider a landing page can be live in minutes with the templates provided.

A feature, however, it can’t be forgiven for missing is pop-ups… a necessary evil in the industry; the omission of this is a concern. Overall a great option if volume of landing pages, and speed are a major factor, but definitely worth spending extra for the higher tier packages if you’re a more experienced user with advanced requirements.”
Wishpond – “Speed does save money… but being cheaper means you never spend it in the first place. The cost of this package is greatly reduced from the other options considered here. Coupled with the fact you can have unlimited landing pages per subscription. It has all the basic automated marketing features and pop-ups, but lacks in the ability to customise landing pages to the same detail as the other two options considered here. Though the editor is basic, it redeems itself by the fact it is more than just a landing page builder. It is also ideal for social contests & competitions amongst other things – A feature most other landing page builders simply don’t have.

No, its not a dedicated Landing page builder, but when you weigh up the cost and ability with the extra functions and growing network of users… it seems like a great deal for beginners and entry level users.”
Unbounce – “If what you are looking for is a great industry accepted landing page builder, with a/b testing options and a flexible editor, you won’t find a better product that covers these requirements. Reflecting this standard, is the price… being one of the most expensive solutions on the market today, though it reminds us of the old phrase “you get what you pay for”.

Unbounce involves spending a fair bit of time making yourself familiar with the interface, and to be blunt is really not the ideal solution for a beginner or basic user. All in all it still remains the go-to industry standard for this niche.”

Conclusion

To review, the landing page builders listed above are all capable and each is more weighted to a specific user type, marketing style & budget available.

However if you could only pick one, the industry still seems to direct you towards Unbounce. Though if you are a first time user taking this option, be prepared to face a steep learning curve before you can build real confidence with it.

Designing a brand new website, from scratch, is often suggested too easily without considering LP Builders, as typically a new site, re-design or adjusted navigation can, in many cases, solve the need for bespoke landing pages. We feel it’s important to weigh up the options, think ahead for the future, and ensure your decision is a cost effective one, whilst maintaining the integrity of the project/objection.

Unbounce, for us, is the leading and preferred choice when it comes to building high quality custom landing pages geared towards to interaction and quick conversions. At CornellStudios.com we take great pride in producing high quality, beautifully designed, landing pages & websites for clients all across the UK with a real emphasis on conversions.

Lisa Cash Hanson

Lisa Cash Hanson is an award winning inventor of a baby product called Snuggwugg, an author, television personality, and digital marketer who's been featured on WSJ, Business Insider, Entrepreneur, Steve Harvey, Fox news & More. Her clients include fortune 500 business owners and non profits.

https://www.linkedin.com/in/lisacashhanson/

“There are three landing page builders that I love. Any one of these landing page builders would do a great job for your business. I will differentiate one, however, based on the community that is behind it. It’s vital to remember that a landing page does one thing well: focuses visitors’ attention on what you’re promoting, with a single call to action (CTA) that brings money or leads right to you. Your landing page is like your salesperson. A shoddy salesperson means a lack of sales. It’s the same with your landing page.

Here are my three top options:”

ClickFunnels – “I love ClickFunnels primarily because of the community behind it, the brilliant templates they offer it and also all the training that Russell Brunson provides. If you love marketing there is a lot you can learn using ClickFunnels. They also provide a huge range of funnels already preset for you to drag and drop. It’s fairly simple.”
Instapage – “Super user-friendly and very easy to design. They offer pricing that anyone can afford.”
Leadpages – “I like them for the same reason I like Instapage. User-friendly and very cost effective.”

“All three landing pages offer free trials so I would try them out and just see which platform you prefer. But I’ll leave you with this: No landing page will make money for you if you don’t build it 🙂 So go build that landing page today an let me know when it’s live! To your success xoxo Lisa”

August Noble

August Noble is a Marketing & Advertising consultant focused on helping people grow their businesses with Facebook Advertising.

https://www.augustnoble.com/

Unbounce – “Which is the best landing page builder for you…that’s going to depend a lot on what type of business you have and what you’re looking to accomplish. That being said my favorite by far is Unbounce.

Unbounce is extremely easy to use, cost-effective, and is great for creating custom landing pages to send your paid traffic to. It has a simple drag-and-drop editor, integrates with most email marketing providers, and gives you the ability to fully optimize for mobile.

One of the biggest things Unbounce did for our internal team was save our designer’s time by not having them handle requests to make small changes on our landing pages. With Unbounce (instead of custom builds in WordPress), our paid media team could make most changes themselves and only go to our designers for larger projects.

There’s a few other landing page builders out there that offer similar features, but I haven’t found any of them to offer the same level of design quality and flexibility of Unbounce.”

William Boston

Has helped Realtors, Dentist, and other local professionals increase their online presence and boost their client intake with Adwords, Facebook Marketing and other paid traffic modes.

https://redshift-media.com/

“The best landing page builder…that depends of course on what you intentions are.

How familiar are you with WordPress? Are you willing to scale a learning curve in order to save money? Do you already have a website?”

ClickFunnels – “I would say in general if you need longer funnels that require multiple landing pages, integrated A/B split testing, scarcity count-down timers, webinars and all the bells and whistles at your disposal to maximize your conversions, then ClickFunnels is a good option because it will save you time. With probably the simplest UI and setup on the market, ClickFunnels makes it super easy to setup your funnels without too much fuss. However, starting at $97 per month and with a very generous affiliate program (40% recurring commissions from any sales that are made via your affiliate links!), I am naturally skeptical of anyone who swears by them and think it is a bit overkill if you’re just running traffic to a couple of landing pages for a local business.”
Leadpages – “If you don’t have your own website, Leadpages is a very easy-to-use alternative. It has a drag and drop editor, hosts your landing pages on its own servers, and handles delivery of digital collateral (e-books, pdf guides).. At their basic level you only pay $37 per month to get unlimited landing pages or you can pay $79 per month to get their built-in A/B split tester, one-click list opt-ins and the ability for people to join your lists via text messages.”
Thrive Architect – “My favorite, the WordPress plugin Thrive Architect is only $67 for lifetime updates + $19 per month if you want premium features such as opt-in forms, A/B split testing, Scarcity/CTA’s, integration with all the email marketing automation platforms and a buttload of conversion-focused themes for webinars, squeeze pages, sales pages, course and coming soon pages. Sure, you could just use a free tool like Google Optimize to conduct your split tests but the themes alone make it worth it.”

Regardless of your choice, there will be an initial learning phase to contend with before you get your bearings. If like myself you’re working in an agency-type environment and the business doesn’t already pay for a landing page service, you’ll want to take all of these factors into consideration to get the most possible value for your client’s money.

In any case, whether you’re creating a long-form sales page, setting up a webinar, or building your email list, you can’t go wrong with any of the above options.

Laura Phillips

Online marketing consultant with a focus on organic optimisation and paid search.

https://www.linkedin.com/in/lauradoesseo/

Unbounce – “I’m a strong advocate of Unbounce for landing page creation and testing. It may feel a little complex to start with, but once you have the mindset it becomes quick and easy to use. The template gallery of tried and tested landing pages is very useful, as is the ability to share and send your landing page designs. The drag and drop facility is simple, and you can create your own branded templates to work from. Unbounce can be integrated with a wealth of other platforms, including WordPress in one click, and your own domain, using your URL. The fast, mobile-friendly landing pages are well optimised for search. Unbounce is a great platform for any company size (including small businesses), unlike many landing page platforms which are aimed at only the biggest in their field. There’s no free version, but Unbounce does offer a 14 day free trial, competitive pricing and great customer service.”

Michael Goldman

I run Different Gravy Digital, a Digital Marketing Agency that specialise in helping businesses with their online paid advertising across search engines (Google, Bing & Yahoo) and social media platforms (Facebook, Twitter, LinkedIn & Instagram). We offer; competitor & keyword research, campaign creation, landing page optimisation, full monitoring & reporting.

https://differentgravydigital.co.uk/

Wishpond – “Recommended for beginner marketers.

Wishpond makes it simple to capture leads and customers from your landing page. There are over 100 mobile responsive landing page templates to choose from – so there’s bound to be a design and style that suits your brand.

It’s a seamless drag-and-drop editor, there’s no need for design or programming knowledge. You can add popups, welcome mats, slide-in pop-ups and opt-in bars with ease so you can maximise your conversions.

Price: $49 – $199 per month”
Unbounce – “Recommended for intermediate marketers.

Arguably one of the best landing page builders in the game, Unbounce has been designed with one purpose alone: to generate conversions.

It’s designed to enable marketers to launch customised and branded landing pages which maximise conversions. The tool features a highly responsive drag-and-drop editor, an array of stylish templates, valuable A/B testing and CRM integration.

It’s one of the best all-round landing page builders. You pay more to get more – the advanced customisation is great.

Price: $79 – $399+ per month”
HubSpot – “Recommended for advanced marketers.

You’re probably not shocked to see HubSpot on the list. HubSpot is an inbound marketing and sales software that supports businesses in attracting traffic, generating conversions and turning those conversions into customers.

You can choose from their built-in library of mobile responsive landing page templates that are optimised to push conversions, or you can build your own landing page from scratch. Add forms optimised for completion in just one click and automatically alter content based on the visitor who is viewing your landing page.

In terms of advanced features, HubSpot is certainly one of the very best landing page builders you can find. But the price does reflect the complex nature of the software.

Price: depends on what model you go for, expect to pay around $655 per month.”

Jon Maher

Jon is CEO of Esper Inbound, the hybrid PPC/CRO agency with a sixth sense for marketing. Jon knows PPC & knows it well. Some say too well... because it's all he talks about! Get on his good side by telling him a hotdog's a sandwich, or follow his twitter.

https://www.esperinbound.com/

Unbounce – “Without a doubt, Unbounce is the best landing page builder, hands down….

I’ve been using Unbounce for the past 5 years for all of our clients. It’s powerful, easy to use and packed with powerful features. The ability to A/B test on the fly with confidence levels pre-calculated is essential for Conversion Rate Optimization efforts. All of that is great, but as an agency the ultimate reason we stick with Unbounce is their support staff and active community. You’ll never be left in the dark when asking questions or if you require additional development support..

Unlike other landing page builders, Unbounce allows you to create landing pages beyond what you can do with most drag and drop design platforms. The pages have full CSS stylesheet capabilities and rather robust scripting abilities. Their team is always rolling out new stuff too! A few key features I can think of are sticky bars, pop ups, AMP pages, script manager and so on.

An example of the platform’s more advanced design capabilities would be Rollovers, or images that change based on browser interaction.

Here’s an example of a Roll Over effect we created for one of our clients.

Of course, if you’re not a designer there are tons of templates to choose from as well as more to be purchased!

We’ve built some beautiful custom landing pages on Unbounce for our clients too, just see for yourself below.”

Juic Wireless Charger – Landing Page Preview:

Coast Flight School – RTP Landing Page Preview:

Darren Davis

Darren Davis is the founder of AdCaffeine, a Florida-based PPC agency that's out to help companies grow.

https://adcaffeine.io/

This article is not about goal setting & integration, but those play a huge part in picking a landing page tool. So before you go choosing one, you need to know 2 things…

1. Know the specific kind of actions, goals, outcome you want to achieve.
2. Have a list of your business/marketing tools, so you know if they integrate well with the landing page tool.

Are you looking to:

Drive ebook downloads?
Collect more email addresses?
Warm up traffic for an Ecommerce sale?
Educate or sell your traffic with a sales funnel?

Then, once you know your goals, take a look at your stack of marketing tools:

How or does it integrate with your CRM?
How or does it work with your email marketing tool?

Nowadays, landing page creation tools have out-of-the-box integrations for big-name applications like Salesforce, Zoho, MailChimp, ActiveCampaign, Slack, etc. However, you’d be surprised sometimes. So don’t get caught off-guard by assuming an integration is available.

Now that we’ve gotten past that, here are my top recommendations:

Unbounce – “…for the all-around win. ?

To anyone in the CRO & PPC space, Unbounce is a household name. The company is a landing page optimization leader and pioneer that’s helped marketers convert traffic better since 2009.

Overall, Unbounce does exactly what you’d expect from a top-tier landing page builder:

Makes building great landing pages fast & stupid simple to do – and you don’t have to touch any code. Like other tools, it is a drag-and-drop builder which makes it incredibly simple to place what you want, wherever you want. ?

They also have tons of beautifully designed templates to pick from for inspiration in all kinds of industries too. ? Also, they include the ability to run A/B tests. ?‍?

When you need to check integrations, Unbounce has you covered. Just search their library and find out if they connect to your favorite marketing tools. So far I have not yet run into something I cannot connect directly to or use Zapier for.

Because Unbounce is the best tool out there, it isn’t the cheapest. But it doesn’t break the bank either. Plans start at $79-99 per month and go up from there. While there’s no free version, they have a 30-day free trial to try it out.

If you’re an agency that manages multiple clients as we do…Unbounce was built with you in mind! They’ve made managing multiple clients very easy – as an agency you can create client sub-accounts with their own integrations and subdomains. If you ever part ways from a client, it’s easy to export the Unbounce landing page and send it to them ~as well they can use~*to be used* in their own account. It’s also a bonus to the client because it cuts a cost to them by doing business with you.

Other than that…

There are other great landing page creation tools out there; they just pale in comparison to Unbounce when we’ve tried them out.”

Edith Ghervan

We are an award-winning, Google Premier Partner agency providing a range of high-quality internet marketing services with a strong focus on client ROI and ethical best practice service delivery.

https://www.ignitionsearch.co.uk

Unbounce – “We exclusively use Unbounce to build all of our landing pages and we’d happily recommend it to pretty much everybody. Our main reasons for using their platform are:

Ease of use – You can quickly and efficiently put together any kind of landing page you can imagine. Creating something great looking and functional using the options within the landing page builder is easy, and if you have a bit more technical know-how the possibilities with JS and CSS are literally endless!

Community & Support – There is an awesome community of Unbounce users, who work together to solve problems and figure out new ways of doing things in the platform. Ask for some feedback on a landing page you’ve built and you’ll always get loads of really positive and helpful advice. If your issue is account based, the Unbounce support team are always there to help, we’ve never had an issue they couldn’t solve.

A/B Testing – A must for any landing page set up, and the main reason we use Unbounce. Again, Unbounce provides for marketers of all levels, from simple ‘version A vs version B’ testing to ‘what exact percentage of my traffic would I like to go to variant F?’ testing – the capability is there.

We love Unbounce and recommend that you check it out!”

Grant James

Grant James is the CEO of Lead PPC, a digital advertising agency that specializes in generating leads for franchises, dental offices, and law firms.

http://www.leadppc.com

Unbounce – “As an ad agency, we use Unbounce for all of our landing pages. It is best for groups that run ads on Google Ads, Facebook Ads, and other advertising networks. It allows you to create and split test landing page variants. It is not ideal if you need navigation on your pages, which is why it is preferred for paid ads only. It can be a little pricey.”
Leadpages – “If you are an information marketer, coach, consultant, or like linear funnels that get people to incrementally purchase products from you, Lead Pages is for you. It is similar to Unbounce, but tends to be used more by people who do a lot of email or affiliate marketing, as opposed to PPC.”
WordPress – “If you need landing pages, but you want to preserve your existing website structure, we recommend just using WordPress. You may need to use a theme that is very simple or even install a separate WordPress instance under a sub-directory or sub-domain, but for a lot of people WordPress works fine, and it’s free.”

Nathan Pabich

Nathan is the Director of Paid Media at Digital Third Coast in Chicago. He's been running PPC and Paid Media ads for 13 years.

https://www.digitalthirdcoast.com/

Unbounce – “I’ve been using Unbounce for three years, both for my agency’s marketing needs and for our clients. Unbounce has become my favorite tool for landing page needs.

The set-up is easy, even for non-technical people. The design interface is intuitive and allows anyone to create a serviceable landing page, choosing from a vast number of customizable templates in the platform. For our landing pages, we worked with our designer and we were all very pleased with what he was able to do to take our design further. He gave positive feedback on the design environment as well.

The Unbounce solution resides on a subdomain of your site, so it’s not locally hosted, which allows you to link Unbounce to virtually any CMS you run. All in, it’s an affordable and easy solution when you need landing pages outside of your main site/CMS.”

Tiago Faria

Tiago is a digital marketing consultant and ex-Googler, focused on helping local businesses gain visibility on Google so they can get more calls, more contacts, more visits and, consequently, more business.

http://www.tiagofaria.pt

Thrive Architect – “It is the only landing page builder any small business needs. Why? Because it is the most complete marketing tool one can have (Thrive Themes has a ton of marketing plugins that are specially made for direct response marketing), and it is extremely easy to use.

Additionally, Thrive Architect is by default mobile first (so you don’t have to worry about responsiveness, and can easily edit both dekstop and mobile versions), it has one of the best customer support teams I’ve seen in the business (they solve every issue within hours), and it has nearly 300 landing page templates that you can easily customize to your own liking.

And finally, it is affordable! At only $67 (one time payment), you get more than you get from other overpriced landing page builders. If you choose to also grab all of their other powerful plugins, it’s still a mere $228/year membership fee (again… NOTHING in this industry…).

Combine it with Thrive Leads, and Thrive Optimize, and you’ll have a beast of a tool for almost nothing!”

Chris Stott

Client Director responsible for strategy and client happiness at PPC Geeks

http://ppcgeeks.co.uk

“Well designed, and conversion optimised landing pages are certainly essential for well executed PPC campaigns (or any marketing campaign for that matter).

The two landing page options we like are:”

Unbounce – “Easy to use (maybe not as easy as they claim, but easy none the less). There are a few things that are really useful as an agency. Firstly, we can run our own landing pages on a sub-domain so no need to deal with or mess around with a client’s main website. Alternatively, they have a WordPress plugin to load your landing pages onto a site, which makes implementing them into many client sites very easy. Secondly, we can do split testing very easily. Recently Unbounce has been adding some great new features such as popups, sticky bars and AMP pages for improved page speed.”
Beaver Builder – “In a former life, I used to be a WordPress Developer and run a web design company. I’ve seen WordPress go through many iterations and tested hundreds of plugins. Without a doubt, Beaver Builder is unparalleled for ease of use as a landing page builder, enabling you to create and edit landing pages of pretty much any design incredibly quickly. With features such as global rows to share and update certain parts of multiple landing pages all at the same time, it really is a dream to work with. Admittedly, it does mean you need at least some WordPress competence to get it up and running. Also, it lacks the split testing features of Unbounce and you’ll need another form plugin to capture leads, but really you can build a very capable, easy to use and cheaper landing page solution for your site (and your whole site) if you go this route.”

Trevor Stewart

CEO & Founder of Let's Get Optimized, Canada's best SEO Company - CEO & Founder of DealerGeeks.ca & DealerInside.com - Google Gold Product expert

https://Letsgetoptimized.com

Looking for a game changing Landing page builder for your current project? Here are a few things that you maybe trying to accomplish with your LP:

Conversion focused LP to convert PAID traffic
You are looking to use this as a static web page and wish to earn traffic
You are looking to put your first web page up and start learning the online world

This are the 3 main reasons that we are ripping around online routing through the gazillions of landing page builders trying to make sense, yet the more you look the more you lose hope…I know!

Unbounce – “Looking for a conversion monster then Unbounce is your best bet. Oli Gardner and his team have been ROI focused for over a decade. They understand conversion and assist in better conquest acquisition. Pros – Great pop ups, Templates and A/B testing.”
WordPress – “You are looking to use this as a static web page and wish to earn traffic. This is where I see too many mistakes made! If you are looking for a page that will build authority and stand the test of time then page builders are not the way to go… Page builder = Wigetized Short code that translates into a web page that uses a drag and drop editor. These are not the best solution these days when it comes to crawl-ability. They actually drive Google nuts for the most part. Also the fact that you pay monthly makes this choice wrong for the “pay-as-you-go” page builder. If you want to rank, go with a modern CMS like WordPress… This way it may cost a bit up front yet you eliminate the monthly and you are in a better machine to compete in your space.”
Wix – “If you are just looking to have fun and see something that you will be proud of then any type of Wix type will make you pull out less hair to get what you want. Just don’t invest to much in the marketing of these sites.”

Laura Egocheaga

Laura is one of the most sought after Facebook ads consultant that specializes in scaling profitability for e-commerce and brick and mortar clients in the US. She is a best selling author for her book “The Small Business Guide to Social Media Marketing”. Laura owns and operates Tampa’s Number 1 Growth Hacking Performance based marketing firm: Divibe Tech.

http://www.lauraegocheaga.com

I got my start in marketing as an affiliate marketer. Which back in 2011 meant that I needed to learn how to code to be able to put up simple landing pages to collect data.

(Be thankful you don’t have to go through that now)

Depending on your tech skill level I have 3 of the best landing page builders you could ever need in your life.

ClickFunnels – “If you’re a complete newbie and have no idea what you’re doing I HIGHLY recommend clickfunnels. Russel and his team have created so much content around how to properly build landing pages, it’s ridiculous. Anyone from no experience to all the experience in the world can benefit from clickfunnel’s simplicity.”
Elementor – “Now this is actually one of my favorite landing page builders if you have a WordPress CMS. Super simple to play around with if you are familiar with a tech background. Maybe take some CSS classes before hopping on this plugin.”
Instapage – “Super useful tool that lets you create landing pages that are on-brand. Integration to your website is seamless since it requires no code. Not my favorite, but it works.”

John Williamson

An analytical and entrepreneurial-minded math nerd, digital marketing expert, and usability enthusiast, John is the SEO Manager for The Brandon Agency, catalyzing client growth through SEO, PPC, UX, CRO, and content initiatives. He is passionate about delighting users and customers through ethical, intuitive, human-centered, confidence-inspiring design and engagement.

http://theoptimizingblog.com

Unbounce – “Arguably a household name when it comes to landing page builders, Unbounce features a user-friendly, point-and-click/drag-and-drop page builder. I think Unbounce is the oldest, original landing page builder. The platform supports split-testing, 100+ integrations, AMP, and more. It doesn’t necessarily have a steep learning curve, but I would say it is an advanced tool and not really for beginners. Unbounce also stresses conversion rates – the whole point of landing pages – rather than simply just building an attractive page. Perhaps most notably, all these great features come at a cost, as Unbounce is probably the most expensive option in this space, especially if you’re creating a large amount of landing pages or needing sub-accounts. Unbounce is likely more suitable for larger agencies and organizations. Ironically, Unbounce’s entry-level plan is $99 per month if you choose monthly billing, but it does not include some crucial features and integrations you’d probably want like AMP, client sub-accounts, Marketo and Salesforce integrations, and more. Their next step up is $199 per month if billed monthly or $159 per month if billed annually.”
Instapage – “Instapage would be my second choice, a slight step down from Unbounce. As its name implies, Instapage offers speedy landing page building. Like Unbounce, is has a drag-and-drop builder; it is not quite as robust as Unbounce, but is making leaps and bounds with constant additions and improvements. There’s little to no learning curve for Instapage. Again, it is not as robust or customizable as Unbounce, so naturally it is slightly cheaper. It has about 40 integrations compared to Unbounce’s 100. Be sure to check each for which specific integrations you need. At the time of writing, their “Core” business plan is $129 per month for monthly billing, $30 more than Unbounce. The price drops to $99 per month if you choose annual billing. I would argue Instapage is suitable for both beginners and experts alike, depending on which plan you opt for, particularly individual bloggers and small businesses looking to get some sleek landing pages up in the shortest amount of time.”

Kim Giroux

I advise agencies, established and emerging brands in Digital Marketing. My hands-on, partnership level approach means I can uncover more ways to increase your acquisitions, faster.

http://kimgiroux.com

Unbounce – “I’ve used a handful of landing page creation tools for clients, but have found one of the easiest is Unbounce. The platform is fairly intuitive and user friendly, which means that someone such as myself (who is not spectacularly gifted at design) can whip up new landing page iterations quickly. Tracking implementation can be a bit tricky for some clients, but in my experience the customer service team has been helpful for times when we’ve become stuck trying to resolve an issue.”

Thomas Jaskov

Thomas Jaskov is a senior SEO Expert and Google Ads (AdWords) consultant at Jaskov Consult ApS. He is the author of

https://jaskovconsult.dk/en/

Having spent more than 10 years helping clients (ranging from multinational corporations to small businesses) with SEO, Adwords, Google Analytics and Conversion Rate Optimization, one thing I have found that is very important for the success of a client’s online marketing campaign, is their landing pages.

A good Landing Page Builder is therefore something worth considering, when you have to look at ways to improve the conversion rates of your marketing campaigns.

Unbounce – “One of the best Landing Page Builders I have come across is Unbounce. The Landing Page Builder from Unbounce has a ton of great features. You get 100+ great (and modern) looking and stylish landing page designs, sticky bars and various pop-ups. I can definitely recommend Unbounce if you are more serious about building a great landing page. The price is not on the low end, but you pay for a quality product, which is worth the investment.”
Instapage – “Another contender for best Landing Page Builder is Instapage. The price for Instapage isn’t high, when you look at all the great features you get. It is definitely a great investment, if you are looking for a serious Landing Page Builder. You get more than 200 templates for great looking landing pages, and lot of very useful features. Another great thing about both Unbounce and Instapage is, that you don’t need any software developer skills to build landing pages that look great.”

There are many other Landing Page Builders on the market, even free ones, so when you select one, it is important, that you first look at your needs. Both Unbounce and Instapage are not free products. But you get great value for the money, and most important of all, you get something that works really well and is very easy to use.

Eric Farmer

Eric has 10+ years of digital marketing experience focusing heavily on PPC and SEO. Eric is currently the Director of Paid Social at BestCompany.com and runs much of their lead gen efforts.

https://bestcompany.com/

Unbounce – “I’ve personally had great success with Unbounce, specifically with driving traffic from Google AdWords or Facebook Ads. Two benefits I almost instantly experienced were lower CPCs due to higher landing page relevancy and higher conversion rates. The higher relevancy increased my quality scores which directly affected my CPCs. And as for the conversion rates, I created tested multiple page variants, which enabled me to increase conversion rate over time. I would also recommend Unbounce for the following reasons: built for both DIY marketers and big brands, LP creation is incredibly nimble and quick, and the data you can acquire from A/B testing can drive real results. I will say I saw more success using Unbounce for lead generation than with e-commerce–it was much harder to build landing pages for e-commerce.”
Instapage – “This platform is great for PPC marketers. It’s so much better when marketers can have control over the post-click experience which is exactly who Instapage is designed for. It’s the perfect balance between template-based LPs and custom LPs and almost anyone could build a landing page in 30 minutes or less. One of the coolest features is the dynamic content replacement because it customizes the text and images on your landing page based on the visitor! With such a personalized experience you’re bound to see an increase in conversion rates, which is why we’re doing all of this, amirite? If you’re building landing pages for clients I do recommend setting the expectation early that the pages are not 100% customizable and at the end of the day you are limited by what the software can do. This way you’re all on the “same page”–pun definitely intended.”

Bryan Butler

Bryan has been in Paid Media for 10 years and is the Director of Paid Media at Portland SEM Agency Searchlogic. He specializes in enterprise B2B & B2C Lead Generation and E-commerce clients. With a focus in indirect path to purchase sales funnels, we help use paid media to bridge the gap between Sales and Marketing in the Demand Generation Funnel.

https://searchlogic.com/

Unbounce – “At Searchlogic, we rely on GCLID and KPID data passthrough to be able to help our clients connect the digital dots. I have found that often times websites have issues collecting the correct cookie data or URL variables, which causes a lot of problems with CRM integration making offline conversions impossible to track. This is a huge issue with high dollar SAAS companies and other high CPA lead generation focused companies. We have found that by using Unbounce, we are able to use the Hidden fields in the Unbounce forms to capture and transfer the GCLID/ KPID values into the proper CRM. The best API connection is Salesforce, which a rich API connection that allows for a fairly seamless connection. This connection can be leveraged in Offline event tracking in Google to allow for a 90-day offline lookback window or a longer window in certain 3rd party tools. This type of connection is pivotal in an indirect path to purchase buying funnel.

We have also found that Unbounce’s dynamic keyword insertion features are great for hacking paid media quality scores and increasing landing page conversion rates. We will often time leverage the location data or service level data to dynamically optimize the landing page content with a URL parameter that will insert the intent variables. This allows us to turn as a headline like “LLC Registration” into “LLC Registration in California”

Ventsislav Vasilev

Ventsislav is a marketing professional with over 12 years of work experiences in SEM, SEO, Google ads, Facebook ads, Google Analytics, Youtube, Wordpress and etc. He works at Optimum Media OMD Bulgaria as a Senior Digital Media Manager.

https://www.linkedin.com/in/ventsislavv

WordPress – “It is a powerful CMS that you can build a landing page, website, magazine or ecommerce website. You can use WordPress for free on wordpress.com or invest a small amount of money and buy a domain name and hosting.

The new version of WordPress comes with the Gutenberg builder https://wordpress.org/gutenberg/ (easy to use WordPress content editor). In case you want to amplify the webpage features you can install a custom theme or plugins for free or you can buy premium ones. WordPress is a really good and flexible platform but you will need some technical skills to be able to make use of all its features.”
Google Site Builder – “This is the perfect solution for people without any technical experience. There are a bunch of free landing page templates that you can manage with a drag-and-drop creator in real time. All templates are mobile responsive.

Also, you can easily integrate google products to the webpage (documents, analytics, maps and etc.) You can use it for free with a Google account or you can buy your own domain name.”
Wix – “This is one more platform to create landing pages that are stylish without any technical skills. There are over 30 free templates. You can manage the content though its “drag-and-drop feature. All templates allow you to create mobile responsive landing pages. There’s a free version or you can subscribe to a paid plan (prices start at 4.50 euro/month)”

Bruce Chant

Bruce has over 12 years' experience in SEO. In recent times he was Account Director of one of Australia's largest & most awarded Digital Marketing agencies, before returning to work for himself. Bruce still gets a buzz out of seeing ranking rise and businesses grow through organic search.

https://brucechant.com.au

When it comes to landing page builders you can either find yourself saving time or ADDING a stack of time if you head down the wrong path. I have 2 favourites.

ClickFunnels – “If you are looking for do-it-for-you environment you can’t go past clickfunnels.com. The biggest benefit to this service is in its name; it’s not just about the landing page, but about the funnel BEHIND the landing page that will get you most bang for your buck. It’s pretty easy to use (drag and drop) and you can integrate with your favourite email marketing + list building tools.”
Thrive Architect – “My other favourite go-to is Thrive Theme’s Thrive Architect. It is a plugin for WordPress that enables you to transform any theme into a landing page that does EXACTLY what you want it to. Use their templates or design your own, Thrive also have list building tools and conversion elements you can make use of. What I love is that Thrive Architect works seamlessly in the WordPress environment and so can be used with very little additional ongoing cost.”

Mark Sceats

Mark is the Head of SEO at SureFire Search, a New Zealand search agency he founded back in 2002.

https://www.surefiresearch.com/

Landing page builders are perfect for marketers who need to maximise the performance of their websites as quickly as possible. The drag and drop interfaces and templates of landing page builders means that marketers with minimal technical skills can easily build great looking conversion focused web pages. Furthermore, most have built in A/B split testing functionality, plus integration with other marketing software such as email services, CRMs, and marketing automation solutions like Hubspot and Marketo.

Most landing page builders are SAAS services and whilst they fundamentally do the same thing, there are certainly differences in price, the range of features provided, ease of use and the number of integrations available.

Unbounce – “Personally, I like Unbounce which is has some pretty sophisticated features and is easy to use. However, a drawback is that it’s comparatively expensive compared to other services such as Leadpages.”
Thrive Architect – “Landing page builders like Unbounce, Leadpages and Instapage are SAAS services, meaning they have ongoing subscription fees which can get very expensive over time. For that reason, an alternative I’m a big fan of is Thrive Architect for owners of WordPress websites. This premium WordPress plugin is a drag and drop page builder that makes building web pages very easy for people without design or coding skills. And like those SAAS service it includes conversion-focused landing page templates, which can be easily customised. Simple A/B testing can be done using the Thrive Optimize plugin. Whilst it’s by far the easiest WordPress editor I’ve used, it’s not as easy to use as most SAAS landing page builders. That said, it’s way cheaper and unlike SAAS services, the landing pages built with it won’t disappear the way they will if you cancel your SAAS subscription.”

Nick Schulaner

Digital Marketer and WordPress Web Developer

http://nickschulaner.com/

Leadpages – “Personally, I use Leadpages almost exclusively simply because it meets my clients’ needs (most of them just need simple funnels with a lead magnet and opt-in form). I recommend most people try Leadpages first because it’s cheaper than Clickfunnels and you can always switch to Clickfunnels later if you find that you need the extra bells and whistles.”
ClickFunnels – “The only reason Clickfunnels isn’t at #1 is that, while it IS a great landing page builder, not everyone needs to build full multi-page funnels. To me, it doesn’t make sense to have a bunch of features unless you’re actually USING them. The drag and drop builder is a little more intuitive than Leadpages, but not significantly.”

“If you have a limited budget: Go with Leadpages first and switch to Clickfunnels if you need more features.

If you have a bit more money OR need a fancier and more complex funnel: Go with Clickfunnels”

Jonathan Stec

Online marketing expert with over a decade of experience working with national and local brands.

https://firestormsem.com

Unbounce – “Unbounce has been around for quite some time and is fairly easy to setup and integrate into a site. They have plenty of templates with a drag and drop interface, making it mostly painless to build landing pages. However, this simple interface can be limiting so more advanced edits will require more time. Additionally, we have noticed that Google Ads does not like Unbounce and that Quality Scores suffer, despite the landing page loading fast and being as relevant as you can get. Regardless, this is a good solution for those wanting to get up and running with A/B split tests quickly.”
WordPress – “There is a universe of options to choose from when it comes to WordPress, allowing you to choose what works best for you. Not only do you have the built-in landing page builder, but there are a number of plugins that you can choose from. The best part is your landing pages will perform great in Google Ads (from a Quality Score perspective, if done right) and can even gain some Organic footing. We by default recommend WordPress for our SEO clients.”
Custom Built – “Sometimes the best route is to have it done internally. The reason being is that you control it 100% and have essentially no limitations. This can be a time/resource drain, but in the long run can prove the most useful as you will have control of the landing pages and they will be “independent” of anything going on with your site (or you can integrate them and make them a part of your site structure to add content and relevancy to your site).”

“Just remember that the whole point of a landing page is to help grow and improve your business, so don’t let the decision of what and how impede that. Pick something that works best for you and test it, gain some data, and adjust if necessary.”

Vincent Tobiaz

CEO of SEO Smooth. Working with websites since 1998 and Digital Marketing since 2005 for businesses from small ones up to Fortune 500.

https://www.seosmooth.com

“It used to be just a few years ago that website builders were absolutely frowned upon by all developers due to the bloated code and scripts slowing down a website and even breaking other functions. Divi and WP Bakery, formerly known as Visual Composer, were notorious for this. Then came higher-heralded page builders such as Beaver Builder, Elementor, being lightweight and much more functional. Now even WordPress itself has a page builder built-in with the Gutenberg editor.”

Elementor – “If I were to recommend any of them, I have to go with Elementor. Elementor & Gutenberg have the ease of use and is fast loading and lightweight on both the end-user-facing side and also the editor-facing side. They both don’t butcher your inner pages and force you into a walled garden like Divi, nor are they as bloated as WP Bakery. However, Elementor gives you much more control of your page designs, simple clean options, as well as more powerful features like a pop-up builder, sliders, and carousels for instance.

The widgets you can put into blocks on Elementor and WP Bakery number greater than Gutenberg. However, with Gutenberg block plugins and WordPress bringing them into their own separate repository, that part of the gap may close. One of my favorite things about the Elementor builder is the Google Maps block – with this one all you’ve got to do is type in the name of a place and it gets it correct, no need for iFrame code, address or anything else and shows the exact business.”

Vincent Iachetta Jr

15+ years of experience in Digital Marketing, Owner & President of Peppermonkey Media, LLC a Google, Bing & Amazon Ads Certified Partner. I've successfully managed $20+ Million dollars in PPC ad spend across 100's of client campaigns and in varying verticals and industries.

https://www.peppermonkeymedia.com

“If you love PPC like me then your favorite part of a campaign is the moment you “flip the switch”, turn on the traffic and flood the funnel you built with fresh users.

“It’s alive, It’s ALIVVVEEE!!!”.

Really what we want to know is, “Did all that damn time and energy we invested researching, developing and building our crazy funnel creation pay off?” The faster we can build and test a landing page or funnel the faster we can hit pay dirt. Like John C. Maxwell said, “Fail early, fail often, but always fail forward.” And I agree.

For me, one of the things that always slows me down is building landing pages. Do we need a landing page? What’s a landing page? Well, it’s a single website page built with one goal in mind. Some of the most common goals for landing pages are filling out a form, making a phone call or purchasing a product. They each have their challenges, but for local clients such as the law firms we manage, we more often than not are simply trying to get the user to either call or fill out a form.

The difficulty of building landing pages might be obvious, but it is two-fold (Design & Coding). I’m not saying I can’t do both, I’m just very particular with high expectations, and while I have experience working with design and code I’d prefer to spend my time as we mentioned earlier; testing the final product. So if you’ve ever gotten stuck and spent hours trying to position an element exactly where you want on the page across multiple screen sizes then you can relate and I feel your pain.

“Nobody’s got time for that!”

With that said here are my top 3 for “best landing page builder” that will help you speed up the process so you can “flip that switch” and bring your funnel to life!”

ClickFunnels – “This is my first choice when it comes to quickly getting up a landing page that you plan on building out into a full funnel by integrating with One Time Offers, Upsells, Downsells, Email Marketing Automation and more. Even though many people think of CF as only a “Funnel” building tool, the visual builder that is used to create the pages is pretty user-friendly and not as restrictive as some other landing page builders that limit access and functionality control. With CF you have access to the header and footer code to add scripts such as a “Dynamic Keyword Insertion” script or “Dynamic Number Insertion” script from Call Rail. On top of all that, the marketplace has some great funnel templates that you can buy and start sending traffic to in minutes with only minimal customization required.”
Leadpages – “I’d argue this is my second choice. You get a lot for what you pay and their lowest plan is quite affordable. I also really enjoy their user interface. It’s clean, simple and surprisingly fast. It has a ton of templates you can use and modify as you see fit, and some ability to integrate with 3rd party tools. The downside is it does have limited functionality and if you were looking to convert to a funnel at some point, it would be difficult. But for throwing up quick lead gen style landing pages that you can split test fast and for a good price, then try Leadpages.”
Elementor + Google Optimize – “Elementor has been making waves as a visual builder, and it’s my favorite visual builder. It’s available for a very reasonable yearly fee, runs on everyone’s favorite CMS in WordPress and is constantly being improved upon. It has a good number of templates built in, the UI is great and the responsiveness is fast when making visual edits. What is missing is the ability to split test natively in the inside of the software like the other landing page builders. That’s easily overcome with something like Google Optimize. Google Optimize is free, built and recommended by “Big G” itself. When these are combined they could be a solid 1-2 punch for your PPC campaigns.”

Jamie Hallitt

A freelance marketing consultant specialising in marketing strategy for professional services firms.

https://jamiehallitt.com

Having used a range of landing page builders for clients with hugely contrasting budgets, I’ve been fairly well-exposed to the challenges of choosing a landing page builder.

My view is that there are a lot of terrible free and cheap platforms, a small handful of fairly average platforms and perhaps 2 or 3 extremely good platforms. The one that I will always come back to and keep using is Unbounce.

Unbounce – “Why Unbounce? Well, it has many features that you would expect to pay a fortune for on other platforms, it is much easier to optimise and edit mobile versions than the cheaper platforms and the whole setup of client accounts, custom URLs, results tracking etc. is one that I’m very comfortable with as someone with less web development experience than most.

Another favoured platform is Instapages – again, very easy to use; in fact, I actually prefer the UI of Instapages to Unbounce. I also think some of the templates are better than Unbounce.

However, Instapages can’t compete with Unbounce’s customer service, which is second to none – they once sent me a bunch of free Unbounce t-shirts, purely because they liked the humour of one of my client’s landing pages – and Unbounce also has a number of integrations that are ridiculously easy to implement and make it so much easier to manage whole campaigns with accurate results tracking and marketing automation.

So to summarise, if you like free t-shirts, a decent UI, flexibility of design, ease-of-use and nice clean templates, use Unbounce.”

Amber Ooley

Amber Ooley is the digital marketing manager at Thrive Internet Marketing Agency. She loves crafting highly-optimized content and solving problems. When she isn't focused on keywords, you'll find her on an outdoors adventure or reading a good book.

https://thriveagency.com

Unbounce – “I’ve used Unbounce on many occasions to create landing pages. It isn’t really built for beginners, but if you have any experience working with website content editors, I’m sure you’ll pick it up pretty quick. There are plenty of templates to use or at least start from, so you’re not having to build anything from scratch. I love the A/B testing features and the ability to track form fills and clicks — because if you don’t have the juicy data to support your campaign then what’s the point?”

Cody Jensen

Cody Jensen is the Founder & CEO of Searchbloom – an award-winning search engine marketing agency, specializing in search engine optimization. Searchbloom partners with executives, business owners, and brands to help them take their search marketing presence to new heights.

https://www.searchbloom.com/

“When it comes to lead generation, your landing page is one of the most important components. In my opinion, custom coding is the best option because you have no restrictions. Building landing pages in this manner requires design and development experience, as well as a deep understanding of conversion rate optimization (CRO) best practice. You can/should pair this landing page with CRO platforms such as Visual Website Optimizer, Optimizely, or Google Optimize to run many different tests including, heatmaps, recordings, A/B tests, and multi-variant tests. If you have the resources and traffic volume to combine a custom landing page, as well as CRO this would be my first option.

With that said, many business owners and marketers will not have the time, expertise, or resources to run a custom campaign like this. If that’s you, don’t worry about it. There are many easy to use landing page builders that can/should be used in lead generation. These ‘out of the box’ builders are perfect for those who want to begin their campaigns quickly without having to spend additional time and resources on a custom landing page. Most of the best landing page builders include a drag and drop editor (WYSIWYG) and even come with templates which already incorporate CRO best practice. They are fairly simple to set up on your domain or subdomain and can even connect with common content management systems like WordPress.”

Unbounce – “My favorite is Unbounce.com for many reasons, but primarily because they are one of the most mature having been in business since 2009 and because they have been doing this for so long, you reap the benefits of their intuitive software, 100+ conversion-focused templates, built in integrations, and the ability to split test variations (among many other things).”

Dresean Ryan

Dresean is a Marketing Director by day and SEO Consultant by night. He can be found on his YouTube channel at YouTube.com/dreseanr

https://dreseanryan.com

Divi Builder – “In my opinion, Divi Builder is the absolute best landing page builder bar-none. Divi gives you the functionality of all other page builders but also allows you to use it to build a beautiful website. With Divi, the possibilities are endless. You can setup funnels, you can build beautiful websites, and you can do so much more! The best part about this? You can do all of this without writing a single line of code. What also separates Divi from the competition is that, when you purchase Divi for WordPress, you don’t have to pay for it on a month by month basis. There’s also lots of plugins that you can integrate Divi with that further enhances the experience you get with it.”

“Some honorable mentions are also: Unbounce and Leadpages. I’m so amazed by Divi though and recommend that everyone use it!”

Michal Mihalick

We are able to improve the bottom line of any company that deals with customer support - by replacing the repetitive tasks with AI-powered conversational chatbots.

https://mediapakt.com/?utm_source=expertssay

Convertri – “We have switched all our landing pages to Convertri over a year ago and it was a great decision.

Convertri is an incredible page builder for landing pages and sales funnels. It has even built in e-commerce features so it can accept payments directly.

But it excels in two features over almost any competitor out there:
1. It is incredibly fast.
2. It is optimized for mobile.
We all know what happens when a site takes too long to load or if it is not optimized for viewing on a smartphone. The visitors drop off and the page gets penalized by Google.

The infrastructure and the code that Convertri uses is incredibly fast. Its speed is on par with the biggest e-commerce sites. This is fantastic for conversion rates, particularly on mobile where every millisecond counts.

These are the results of one of our landing pages. There was no optimization done whatsoever:

Convertri also has hundreds of amazing templates to choose from. This makes things easier when starting out with the website design.

I can recommend Convertri for digital marketers and small/medium companies for building their landing pages. Convertri is also suited to digital agencies that create sales funnels for clients. With Convertri there is no need to get involved in the hassle of hosting and optimizing websites for speed, nor looking after the security.

What Convertri is not ideal for:
- It would be cumbersome to build multi-page websites with Convertri.
- There is no automated menu system with dynamic menus and dropdowns.”

Jesse Witham

Founder of SearchMarketingAgency.com

https://www.linkedin.com/in/jessewitham/

Unbounce – “I think most web designers know about Unbounce. They have amazing templates, along with plenty of features and tools. The editing tools specifically are probably the best out there. I have recommended Unbounce many times in the past couple of years. It’s not very cheap though, so beginners might want to look elsewhere.”
Leadpages – “Leadpages is probably the best solution for the money. The starting price is low and the features are still rich. They have a great editor, but certain customizations and templates are not always free. For $25 a month, you can have one of the best drag and drop landing page builders on the market.”
Instapage – “Instapage is my favorite landing page builder at the moment. Although it’s not as cheap as Leadpages or as robust as Unbounce, this is the best choice for beginners and experts alike. The build process is lightning-fast, and the editor is very easy to use. I also like Instapage templates the most, and they have over 100 of them included in the monthly price.”

Mike Murphy

Mike has over ten years of experience running paid advertising campaigns on the internet. His combined experience in lead generation campaigns and Ecommerce advertising gives him a unique advantage when it comes to building landing pages. His best practices in UI/UX and CRO also go a long way.

https://www.redolive.com/

Mailchimp’s Landing Page Builder – “If you don’t need to feed your contacts into CRMs or other systems this could be just the beautifully simple, capable landing page builder you’ve been looking for. It has only been out for a couple years, but is an option that should not be overlooked. A free landing page builder coupled with free email marketing automation tools (and free base Mailchimp account even) make this a very powerful platform. MailChimp will also host it for free on an https://mailchi.mp/custom-slug url. Their landing page builder is similar to their email builder and comes naturally. If you want to host it on your own domain you’ll need to fork out $99 / year, which is still a fraction of what most other builders cost. If nothing else, this is a great medium to get your feet wet in email collection and email marketing automation. Learn what you can and expand to a more robust solution if needs be!”
Leadpages – “Leadpages is an inexpensive option, with monthly plans starting at just $17 per month. This is with a 2-year plan. They also have annual plans and monthly. While there’s no free version, you can try it for free for 14 days and it has many, if not more, of the same tools, integrations of other landing page builders that cost 5x as much (or more!). Want to run A/B tests on your landing pages? You’re in luck, it’s included. Want to use pop-ups or sticky bars/announcement banners across the top of your landing pages? Also included. If you need integrations that free landing page builders don’t offer, this is the next option to try.”
Unbounce – “It seems that every marketer out there has at least heard of Unbounce, if not used it extensively. They are one of the pioneers of standalone landing page builders and have templates that are tried and true many thousand times over. Their robust set of integrations and tools make this one of the best solutions. Paid annually, you can get started for $79 and even run A/B tests. The drag and drop builder is intuitive and quick. They offer a free 14-day trial to see if you’d be interested in continuing. If you want AMP functionality, you’ll have to update to the middle plan which is $159 per month on annual plans.”

Georgy Bickerdyke

Founder and marketer delivering comprehensive strategies to drive online leads and traffic, improve conversion rates and deliver tangible results for clients.

https://glsco.co.uk

“I’ll start off by looking at the best landing page builders from my personal experience.

With these three landing page builders, you will be able to create all kinds of pages such as; sales pages, squeeze pages, membership pages, webinar pages, course pages, confirmation pages, and much more. Most importantly, with minimal time and coding skills required.”

Thrive Architect – “Thrive Architect is a landing page plugin that allows you to create and customize conversion focused landing pages – fast. You get landing page templates at your fingertips so you can build out new pages very easily. These templates are designed in themed sets, so you can build out an entire sales funnel that fits together visually. Integrates with major email marketing CRMs.”
Unbounce – “One of the early adopters of landing pages. Unbounce offers one of the easiest ways to build and test custom landing pages, website popups and sticky bars. Improve your post-click conversion rates and launch more campaigns, fast.”
ClickFunnels – “Great tools for designing simple landing and sales funnels, easy 1 click “up-sells” feature and much more with support from a great community. Only problem is that customisation is really limited.”

Chris Foerster

Chris Foerster is a digital marker who specializes in helping businesses succeed with their online marketing. With over a decade of experience he has mastered a number of marketing tactics that help companies improve their online visibility.

https://www.madcatsmedia.com

I have my 3 choices for best landing page builder below.

WordPress – “This is just my preference, but custom WordPress templates are most ideal for me when building out a website. If you already have pages that continue to rank and convert well, I feel like these are ideal pages to have a template page within WordPress (or whatever CMS you use). There are a number of landing page creation tools out there that can help you create a custom page from scratch very quickly. Using a tool to customize content page by page is great when it is needed. However, when global updates or redesigns are in the works, it might make it difficult to streamline a website that made every other page unique. It may also give an inconstant user experience if you go overboard. In extreme circumstances you might feel like you are visiting a different website every time you visit a new page. ”
Instapage – “If you need a landing page created quickly, a custom WordPress template isn’t always the best option. Using a tool like Instapage is one of my next favorite choices. This can help to quickly launch a quality landing page in a short amount of time for a reasonable cost. For landing pages that convert well, you might want to consider building out a custom WordPress template that can then be used for new pages. The best part about a tool like Instapage is the template option. I recommend choosing a template that is as close to what you want then to start customizing rather than beginning from scratch. This will save you time and help to ensure that your layout and design flows. ”
Unbounce – “In my opinion Unbounce has similar features to Instapage, but the template options look more professional/polished. It is a bit more expensive, but there are conversion features such as pop-ups and A/B testing that give them a competitive advantage over a number of other tools. Unbounce also integrates with WordPress, Zapier, and I imagine several other platforms.”

Jeremy Bolton

Jeremy is a digital marketing specialist with over 5 years in the industry and runs an agency in Warwickshire. He specialises in design and development of websites, lead generation campaigns and SEO.

https://tymedia.co.uk/

Thrive Architect – “Thrive Architect is a powerful and highly intuitive WYSIWYG WordPress editor plugin. Whatever type of page you want to make, from product pages and lead generation pages, this software can achieve it. It has a brilliant user interface and a host of great features, from flexible layout options to hotkeys for when you want quicker actions. Thrive Architect also has device-specific styling for greater customisation to your pages and you can view the responsive designs in the builder itself, whether it’s a tablet or mobile view.

The beauty of Thrive Architect is that it can help you create any type of page using drag and drop, making it easy to design impactful landing pages, but without the need for a designer to build your pages for you. These elements don’t need to be contained as there are no sections, so it provides more flexibility than some other landing page builders. The downside, however, is that it doesn’t come with any free options, so it’s probably not the best option for budget-conscious marketers. But it’s still cheaper than a lot of page builders on the market and the value it provides more than offsets the cost.

Thrive Architect is a must-have landing page builder that replaces the need for dozens of different plugins by providing conversion-focused elements which are in-built. From countdown timers to customisable buttons and lead generation forms, there are plenty of elements that are designed to increase growth within your business and get more leads. For anyone who’s serious about building profitable pages, Thrive Architect is one of the best tools for achieving online success.

Pros:
- Inline text editing
- Device-specific responsive views
- Incredibly flexible in terms of layout options
Cons:
- The properties panel is overcrowded and not as well-organised as it could be
- Can on occasion be a little buggy”
ClickFunnels – “The goal of ClickFunnels is to save marketers time and to achieve what would otherwise require a lot of technical skill or a range of third-party applications. In that regard, it’s a brilliant piece of software to have in your arsenal. ClickFunnels brings all of your marketing tools into one place, making it the easiest way of selling practically anything. Gone are the days of using multiple tools – you can think of this as more than just a sales funnel and landing page builder, but also as an e-commerce platform.

It has a great selection of features including template editors, reporting and organisation tools, and integration functionality. There’s also no need for a website, as the landing pages are hosted on ClickFunnels’ servers but it’s easy enough to insert them into your own site if you want to. Using this software removes the need for plugins and provides marketers with a professional-looking landing page that enables clear focus on guiding prospects through a multi-step journey. One of the main benefits of using this tool is that it includes sales funnel templates that allow you to pick the funnel that best matches your requirements, whether that’s selling an e-book or marketing a subscription service, to accelerate success. What’s more, you know they’ve been thoroughly tested for best results, so you remove the trial and error element of building a landing page.

This intuitive software gives you everything you need to sell and promote products online, but without the need for various tools and hiring developers. The templates in ClickFunnels are positioned in sections so the elements can be dragged and dropped wherever you need them to be – while there are other landing page editors that are more flexible, ClickFunnels still allows you to achieve virtually any design and is a useful tool to have on hand once you have mastered the interface.

Pros:
- Great community support for users
- Wide range of features
- Intuitive and easy to use
Cons:
- Some of the features may feel a little superfluous
- Hosted on ClickFunnels’ servers, so if they go down, so does your landing page”

Justin Herring

Justin Herring is the Co-Founder at YEAH! Local, a boutique SEO agency. Having been personally burned by SEO companies in the past he decided to open up his own agency focused on “Results”. After seeing how the industry operated for many years, he knew there was a niche for marketing companies who actually did what they said.

https://yeah-local.com/

“There are lots of great landing page builders on the market, but I only like to use ones with ease of use, that provide templates, and have no monthly recurring payment.

The two landing page builders I use every day are:”

Thrive Architect – “This landing page builder is great because they provide you with enough templates so you don’t need to start from scratch and enough flexibility to help you create gorgeous landing pages that convert. Also, it is just a one time fee and then if you want support you can pay for it yearly.”
Elementor – “If you want a free landing page builder, then I would start with Elementor and use their templates. I don’t think it is as easy to use as Thrive Architect, but is a perfect solution for someone just starting out that wants to build one or a couple of landing pages. They offer front end design so you can see exactly what you are changing as you do it.”

“Either of these options is great so check them out and just get started.”

Bob Rustici

Internet Marketing Professional & PPC Expert at Centrus Digital

https://www.linkedin.com/in/bostoninternetmarketingexpert/

Unbounce – “Starting my landing page experience with unBounce, much like the other landing page builders, it offers simple creation of the pages. You can create great looking landing pages using templates with simple modifications, and yet there’s a lot of flexibility for adding more advanced features or such as multi form call to action pages. If you’re a PPC expert and understand the value of the Google quality score, one unique feature you’ll like is dynamic keyword insertion (not of the ads but on the landing page itself). This feature alone, has saved my clients lots of money on their ad spend. They have an ideal balance between simplicity and full feature web page development tools, and you can even create a micro website that is SEO friendly.

One other feature I’ve really enjoyed is their annual call to action marketing conference held in Vancouver, Canada. A great conference that will generate new ideas on ways to expand your ideas.”
Instapage – “Much like unBounce, Instapage offers a starting service that is ideal for building landing pages for both simple and complex needs. They do offer a more enterprise option for landing pages experts who have come to realize it’s not just a simple page creation, but a solution to understanding to addressing a customer journey. For example, you can have complete customized information blocks where the web copy, imagery and experience is customized based on the actual customer segment.

If you see yourself as being a landing page design firm in the future with advanced capabilities, this could be a great option for your organization.”
Leadpages – “ Another important feature set that all of these landing page builders have is A/B testing. And the ability to integrate with email marketing or CRM systems. Since Leadpages is a well established solution in this area, they have extensive and well tested integration capabilities there.

An important aspect to remember about landing pages, is that the information just doesn’t stop after the visitor hits the submit button; a successful strategy is integration with other marketing automation tools..”

Google Ads Landing Page Optimization: 41 Great Ideas

What the Experts Said: A Journey to Better Optimized Landing Pages

Chris & Alicia Whitbread

Deliver Different Experiences During the Conversion Cycle

Elliot Sheen

Utilise Dynamic Keyword Insertion for Relevance at Scale

Justin Weyant

Analyze Your Search Terms Report

Barrie Smith

Test, Test, Test

Vincent Iachetta Jr

Location Matters When It Matters, Which Is Always

Athena Pham

Dedicated Landing Page for Mobile Users

Navah Hopkins

Configured Specifically for Paid Traffic

Jeenfer Wilson

Focus on 1 Conversion Goal

Matt Isaac

Craft the Perfect Offer

John Williamson

Improve Load Speed

Flavia Abma

Think of it as Your Virtual Shopfront

Steven Kwan

Keep your Call to Action (CTA) Above the Fold

Freddy Heppell

Make Your Landing Page Trustworthy

Bruce Chant

Messaging to Explain vs Messaging to Convert

Eric Farmer

Less Navigation + Strong CTA

Thomas Jaskov

Less is More – Reduce Waste

Natasha Ahmed

Integrate Tracking with your CRM to Carry Data Through the Sales Cycle

Selina Gough

How to Use Ad Rank to Identify that Your Landing Page is Letting You Down

Steven Hammer

Consistent Wording Between Ads and Landing Pages

Anton Hoelstad

Different Goals Should Deliver Different Goal Values

Melanie Gray

Importing Landing Page Data Into Google Ads from Google Analytics

Mirena Boycheva

Simple User Interface/Navigation

Tam Doan

Test New Landing Pages Using Google Experiments

Billy Robinson

Use the C/E/A Methodology

Vincent Tobiaz

Keep On-Page SEO Best Practices in Mind

Jeremy Templer

They Didn’t Convert? What You Can Do About That

Kaspars Brencans

Bundle Related Products/Services to Increase Customer Value

Amy Hebdon

If It’s Not on Your Landing Page, It’s Not True

Mate Hernadi

Match Your Message to the Intent of the Search, Not Just the Keyword.

Roy Steves

Track Changes and Tests Using Notes Feature

Johannes Klupfel

Split Test Big Ideas

Adrian Stephenson

Get Third-Party Feedback on the Content and Usability of Your Landing Page Before Going Live

Justice Ekhaguere

Test a Quiz or Messenger Bot Style Landing Page

Cody Jensen

Test a Sticky Header/Footer and Include Your Primary CTA Button

Dan Rospedzihowski

Measure Crucial Events with Google Tag Manager

Oliver Ewbank

Focus on Relevance

David Rothwell

Making Money with Google Ads Using Static and Dynamic Conversion Tracking

Reece Groves

Test Multi-Step Forms to Get MORE Leads While Still Gathering More Information to Get Better QUALITY Leads

Adam Mackay

Highlight Your Key Selling Points