A well-designed home page can be powerful for general online business advertising, and it may even help with search engine optimization results. However, a general home page is usually not a sufficient landing page for a pay per click advertising campaign.

A landing page is a specific URL that is designed to greet visitors from an advertising campaign, such as a PPC campaign. Landing pages are designed to contain relevant copy and images that pertain to the link source. For instance, if you were operating a PPC campaign for your line of red shoes, you might design a landing page that has specific information and photos of your red shoe catalog.

Landing pages in conjunction with a PPC campaign can work more in your favor. Here are five tips that have proven to be more effective and generate more sales conversions:

1. Lighten Up Your Landing Page :- A "heavy" web page is one that loads slowly in a browser due to a number of issues, such as poor coding, high-resolution images, or too many images. Slow-loading pages have a tendency to turn away PPC customers. They want what they are looking for now, and if they have to wait for your page to load in a browser, then they'll happily hit their "back" button and visit the next site on the list.
   
   To make your landing page load more quickly, lighten it by using great sales copy, HTML color coding designs, and fewer images. Avoid slick Flash animation that requires too much memory and is often slow for most browsers. Instead, use images wisely and sparingly, and be sure to reduce the size and compression so they are smaller file sizes.
2. Create Easy Navigation :- Your pay per click landing page should be easy to navigate for a new visitor. Avoid lots of images and colors that can be distracting. Too many links are also difficult and confusing. Make your navigation easy to understand with well-written copy, easy-to-read links and menus, and a well-designed layout that a visitor can follow.
3. Capitalize on Headlines :- Online visitors generally do not read every word on a web page, which means your headlines are an important tool in getting visitors to stay and read important sales copy. Create catchy and pertinent headlines that entice a reader to want to know more. Headlines should be about two to seven words long and appear in a larger font, perhaps even in a different color, than your copy.
4. Avoid Lengthy Landing Pages :- A long landing page that requires a reader to scroll through miles of copy and images is not as effective as one that shows all pertinent information, including a clear call to action, above the fold. The "fold" is all information below the bottom of the screen. If a reader must scroll, keep it to a minimum.
5. Clear Call to Action :- An effective landing page will clearly state what the visitor must do to make a purchase or take advantage of an offer. Your call to action must be prominent and instructions understandable, such as "click here to buy this limited time offer."
   
   Your landing page plays an important role in the success of your PPC campaign. Make sure that you take advantage of this valuable real estate in turning visitors into customers.

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