Landing pages
A high-converting landing page gives you options: You can bid more, compete for tougher keywords, scale your campaigns, or earn more profit from the same advertising budget.
Over the years I've spent thousands of hours working on improving conversion rate. I've been lucky enough to have been able to test my ideas across pages that have cumulatively generated more than 2,000,000 leads.
But it was only after almost 18 years of working with Google Ads that I asked.
Why don't more visitors convert into leads?
I think I came up with a solid answer...
Before a visitor will make contact they must believe:
- That you do the thing they're looking for.
- That you're able to do what they want.
- That working with you is likely to be pleasant.
- That you'll respond to their enquiry.
The design, the layout, the words are important, if they're done wrong it'll hurt conversion rate. But even the best executed page won't convert as well as it could unless it fosters these beliefs.
How you do that is down to personal preference. I've set out my approach in the first article below.
Start here
Latest articles
Available topics
Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Conversion tracking
Understand what happens after someone clicks your advert. Subjects include offline conversions, CRM integration, attribution, auditability and marketing instrumentation.
Essays and thinking
Articles about marketing, engineering, AI and problem solving that don't fit neatly into the other topics. These are some of the ideas and experiences that have shaped how I think.
Google Ads for lead generation
Learn how to use Google Ads to generate profitable leads. Subjects include campaign strategy, bidding, targeting, optimisation and the challenges of running lead generation campaigns.
Landing pages
Things I've learned about high-converting landing pages. Subjects include copywriting, page structure, forms, trust, conversion rate optimisation and user experience.
Lead quality
Understand why some leads become customers while others don't. Subjects include diagnosing poor leads, qualification, filtering junk leads and improving the feedback you send to Google Ads.
Sales Process
What happens after a lead has been generated determines if Google Ads is profitable. Subjects include first contact, follow-up, quoting, lead nurturing and turning more enquiries into customers.
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?