The easiest way is to take a page from your site, and doctor it as a template. There are certain rules you need to follow with regard successful landing pages for PPc. The offer on the page must be clear and in your face, and most of all relevant to the advert being used. (obvious I know but you will be suprised by how many people have loads of phrases all going to the homepage)
here is some stuff that might help you.
WHAT EIGHT KEY POINTS SHOULD YOU KEEP IN MIND WHEN OPTIMIZING
YOUR LANDING PAGES?
1. Are you sending people to the right landing pages? If
you are using any paid advertising (such as PPC engines)
where you can choose the landing pages of your
campaigns, it is essential that the visitor is directed
to the most specific page related to the keyword or
product they clicked on. In the majority of cases, this
is NOT your homepage unless you have very few products
or a small service offering.
For example, if someone searches Google for "Canon
digital camcorder", you have a much better chance of
closing a sale if you send them directly to a page
featuring Canon digital camcorders (complete with
pictures, products specs, price, and so on) than if you
were to send them to the homepage of your camera retail
2. Make an effort to understand your traffic. Define the
major sources of incoming traffic to your site (and be
as specific as possible). Within each major source of
traffic, define the most popular click you are receiving
and which page they are landing on. From the
click-through information identify the main reason they
clicked through to your page:
a. Did you have the lowest price?
b. The best company rating?
c. The largest selection?
d. A special promotion or offering?
e. The highest ranking on a search engine?
f. A specific keyword from a pay-per-click campaign?
3. Using the information developed in point 2, design your
landing pages specifically for the reason they clicked
For example, if you had the lowest price make sure you
include headline text such as "The lowest price on
If you have the highest company rating, use text like
"The highest rated company on PriceGrabber" (and
include your actual rating).
If they clicked because of a special promotion or 10%
discount, use a headline that applies the discount to
the product they clicked.
4. You must use an effective "hook" to keep the shopper on
your site. You have only 5 seconds to grab his or her
attention, so don't waste valuable page space on
Besides click-specific information (point 3), you should
also emphasize your company's value proposition. Focus
on elements such as these:
a. Product guarantees or money back guarantees
b. Free or discounted shipping
c. Quantity purchases or bulk discounts
d. Same-day or next-day shipping
e. Special offer or sale information
f. Exceptional customer service or satisfaction
5. Utilize third-party credibility indicators. Third-party
credibility indicators are one of the most effective
ways to communicate that you have a reputable company
(no fraud), that customers' privacy and personal
information are safe, and that other customers have had
a positive experience shopping with you.
Some examples of credibility indicators would be:
a. Comparison engine ratings (Yahoo!, PriceGrabber,
b. Ratings from sites such as BBBOnline, Bizrate, etc.
c. Site security and protection indicators (Verisign,
Trust-e, Thawte, SSL Certification, Hackersafe)
d. Testimonials from your existing customers
6. Utilize effective sales copy that devoid of hype. Focus
on implying integrity and accuracy. Review our article
"Transparent Marketing" for information on how to earn
the trust of skeptical online shoppers:
7. Do not overwhelm the visitor with too much information
on the page. Strategically placed bold, colored,
highlighted, italicized, or enlarged fonts can help to
organize content for the reader. Beware of using long
paragraphs on the Internet. Use bullets, headers, and
white space. Allow the page to breathe.
Review our reports on website design, listed in the
8. KEY POINT: Utilize an A-B split test. This will show
every other visitor a different page, which will ensure
that you get the most reliable numbers in testing your
page optimization efforts. Without this, other factors
such as time, source of traffic, etc. can affect the
outcome of your tests.
By optimizing your website's landing pages, and by sending
your visitors to the RIGHT landing pages, you can have a
significant impact on your site's revenue. Our test site,
which was already very well designed, was able to increase
its revenue by 31.5% from our efforts. .