Driving Clicks: Landing Page Design & Trust Signals in Google Ads

by | Jun 27, 2023

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trust singnals in google ads featured image


Did you know that 90% of website visitors leave within the first few seconds if a landing page doesn’t immediately capture their attention? Driving clicks to your landing page is crucial for converting visitors into customers. 

However, a well-crafted Google Ads campaign alone is not enough. The design of your landing page and the presence of trust signals play a crucial role in building credibility and encouraging users to take action. 

In this blog, we will explore the importance of captivating landing page design and effective trust signals, providing examples and best practices to help you optimize your Google Ads campaigns. From visual appeal and clear CTAs to mobile responsiveness and compelling content that make landing pages captivate and convert.

By implementing these strategies, you can create compelling landing pages that drive conversions and maximize the impact of your advertising efforts.

The Power of Landing Page Design

Visual Appeal:

1. Consistent branding: Ensure that your landing page reflects the same branding elements as your Google Ads.

For example, if your Google Ads campaign features a vibrant color scheme, a specific font style, and prominently displays your logo, your landing page should adopt the same color scheme, font style, and logo placement. This maintains a cohesive visual identity and helps visitors make a seamless transition from the ad to the landing page.

2. Clean and uncluttered layout: Use whitespace strategically to guide visitors’ attention to important elements.

A clean layout with strategic use of whitespace can be seen in a landing page promoting a software product. The page may have a spacious hero section at the top with a clear headline and a prominent call-to-action button. Sections with concise bullet points, visual illustrations, and testimonials would be separated by whitespace. This clean and uncluttered layout guides visitors’ attention to the key messages and actions you want them to take, making the page visually appealing and easy to navigate.

Desktop view showing CTA and Signals

[Desktop View]

landing page for google ads mobile view

landing page for google ads mobile view 1

landing page for google ads mobile view 2

[Mobile View]

Clear Call-to-Action (CTA):

1. Positioning: By placing the CTA above the fold, you ensure that visitors can see it immediately upon landing on the page, without having to scroll down. This prime placement captures their attention and increases the chances of them engaging with the CTA.

2. Text and color: The text used in the CTA should be concise, compelling, and action-oriented. It should clearly communicate the desired action to the visitors. To make the CTA stand out, use contrasting colors that grab attention and differentiate it from other elements on the page. The color choice should draw the visitor’s eye towards the CTA, making it visually prominent.

For example, let’s say you have an e-commerce landing page promoting a limited-time discount on a product. Position the CTA button prominently above the fold, with text like “Shop Now!” or “Get 50% Off Today!”. The CTA button should have a contrasting color, such as a vibrant red or a bold yellow, against the background color scheme of the page. 

CTA

CTA

This combination of positioning, persuasive text, and contrasting color makes the CTA highly visible, enticing visitors to click and take advantage of the discount offer.

Remember, a clear CTA positioned above the fold, with persuasive language and contrasting colors, maximizes its visibility and encourages visitors to take the desired action on your landing page.

 Mobile Optimization:

1. Responsive design: Ensure your landing page is optimized for various screen sizes and devices.

2. Fast loading speed: Improve loading time by optimizing images, minimizing code, and using caching techniques.

Fast loading speed is crucial for mobile optimization as it directly impacts the user experience and search rankings. Mobile users expect quick browsing experiences and slow loading speed can lead to high bounce rates and reduced conversions. Studies show that a one-second delay in mobile page load time can decrease conversions by 7%.

To optimize the loading speed, ensure your landing page is responsive and optimized for various screen sizes and devices. Additionally, you can improve loading time by compressing images, minimizing code, and implementing caching techniques. Leveraging content delivery networks (CDNs) can also help deliver content faster to users.

Fast loading speed not only improves user engagement and conversion rates but also plays a significant role in SEO. Search engines prioritize fast-loading websites, resulting in better search rankings and increased visibility.

Prioritizing loading speed is essential for gaining a competitive edge and providing a superior mobile browsing experience. By optimizing loading speed, you can enhance user satisfaction, increase conversions, and achieve better overall performance for your landing page.

Mobile Optimization Score

Trust Signals and Building Credibility

Customer Testimonials:

1. Display positive reviews: Showcasing testimonials from satisfied customers helps potential customers gain confidence in your product or service. Highlight positive experiences and feedback that demonstrate the value and benefits they have received. Testimonials provide social proof and reassure visitors that others have had a positive experience with your offering.

2. Include details: To make the testimonials more authentic and relatable, include specific details such as the customer’s name, location, and even a photo if possible. Adding these elements humanizes the testimonials and makes them more credible. It allows visitors to connect with real people who have benefited from your product or service, increasing trust and engagement.

An example of a customer testimonial is given below in this blog. Remember all these things help to establish trust and credibility on your landing page. It allows visitors to see real experiences from satisfied customers, increasing their confidence in your product or service.

customer testimonials

Trust Seals and Certifications:

1. SSL certificates: Secure your website with an SSL certificate to encrypt user data and display the padlock symbol. SSL certificates encrypt data transmitted between your website and users, ensuring their information remains confidential. The padlock symbol displayed in the browser’s address bar signifies a secure connection, building trust and protecting against data breaches.

2. Industry certifications: Display relevant industry certifications prominently to establish credibility. Certifications validate your expertise and adherence to industry standards. They serve as third-party endorsements, assuring customers of your professionalism and commitment to quality. Showcase certifications through badges or dedicated sections on your website to reinforce trust and stand out from competitors.

trust seal

Social Proof:

1. Social media integration: Including links to your social media profiles on your website or landing page allows visitors to see your active presence and engagement on social platforms. This integration showcases that your brand is accessible and encourages visitors to connect with you on various social media channels. It also provides an opportunity for them to explore user-generated content, comments, and interactions related to your brand, further strengthening your credibility.

2. Social media follower count: Displaying the number of followers you have on your social media profiles can serve as a form of social proof. A high follower count indicates popularity and influence, signaling to visitors that many people trust and engage with your brand. This can instill confidence in potential customers and make them more likely to trust your products or services.

social proofs

For example, suppose you have an e-commerce website selling handmade crafts. You can integrate social media icons prominently on your website, linking to your active profiles on platforms such as Instagram, Facebook, and Pinterest. This allows visitors to click through and explore your social media presence, where they can see photos of your crafts, user comments, and engagement with followers. Additionally, you can display the number of followers you have on each platform, such as “Join our 100,000+ followers on Instagram!” This high follower count demonstrates the popularity and trust that people have in your brand.

Awards and Recognitions:

1. Showcase achievements: Highlight any awards, accolades, or industry recognitions that your business has received. This could include certifications, industry rankings, customer choice awards, or any other notable achievements that demonstrate your expertise or excellence in your field. By showcasing these accomplishments, you establish credibility and demonstrate that your business is recognized and respected within your industry.

2. Logos and badges: Display recognizable logos or badges from reputable organizations or awarding bodies to reinforce trust. This could include logos from industry associations, well-known publications, or specific awards and certifications. By incorporating these logos or badges on your website or landing page, you leverage the reputation and trust associated with those organizations. This helps to instill confidence in potential customers, as they see that your business has received recognition from trusted sources.

trust signals

For example, suppose you have an online clothing store. You can showcase badges or logos of industry awards you have won, such as “Best Online Retailer 2022” or “Top Fashion Brand as voted by Customers.” Additionally, if you have received certifications for sustainable practices or ethical manufacturing, display the relevant logos to highlight your commitment to responsible business practices. These logos and badges serve as visual cues that reinforce trust and differentiate your business from competitors.

Here’s an example of the Importance of Landing Page Design for Carpet Cleaning Services.

Consider a client who offers a wide range of services on their main website, but wants to specifically focus on promoting their carpet cleaning services through Google Ads. To ensure a targeted and effective advertising campaign, we created a dedicated landing page exclusively for carpet cleaning services. By doing so, we can optimize the user experience and increase the chances of conversion for this specific service.

On the client’s main website, visitors may be greeted with various service offerings, making it challenging for them to quickly find the specific information they need about carpet cleaning. However, by directing users to a landing page dedicated solely to carpet cleaning services, we can provide a focused and streamlined experience.

The carpet cleaning landing page features compelling visuals of clean and fresh carpets, accompanied by a persuasive copy that emphasizes the benefits of professional carpet cleaning. The page’s design aligns with the client’s branding, incorporating consistent colors, fonts, and imagery to establish a sense of trust and familiarity.

Google Ads landing page showing CTA and Signals

To guide visitors towards taking action, the landing page should prominently display a clear call-to-action (CTA) that encourages them to book a carpet cleaning service. This CTA can be positioned above the fold, ensuring it is immediately visible without the need for scrolling. By using contrasting colors and persuasive language, such as “Book Now”, “Request A Quote” or “Get A Quote Today,” the CTA will stand out and entice users to take the desired action.

Additionally, the landing page can include trust signals that further enhance credibility and trustworthiness. For instance, customer testimonials from satisfied clients who have used carpet cleaning services can be prominently showcased. Including details such as names, locations, and even photos of the customers can add authenticity and reinforce the positive reputation of the service.

To build further trust, the landing page can display trust seals and certifications. For instance, highlighting that the company is certified by reputable carpet cleaning organizations or displaying SSL certificates to ensure secure transactions can alleviate any concerns visitors may have about their personal information.

Social proofs can also play a significant role in establishing credibility. By integrating links to the client’s social media profiles on the landing page, visitors can see real-time updates, customer interactions, and positive feedback from previous carpet cleaning service experiences. Displaying the number of social media followers can further reinforce the company’s popularity and reliability.

Lastly, to maintain a focused user experience, the landing page should primarily provide information related to carpet cleaning services. This means simplifying the form fields for booking or inquiry purposes, minimizing distractions, and utilizing visual hierarchy techniques such as clear headlines and subheadings. 

Ensuring the landing page addresses the specific pain points and concerns of potential customers seeking carpet cleaning services, increases the chances of conversion.

Note: AI Powered Google Ads Features For Effective Ad Campaign

Conclusion 

Designing an effective landing page and incorporating trust signals are crucial for successful Google Ads campaigns. Optimize your landing page with visuals, clear CTAs, and trust-building elements to engage users, establish credibility, and drive conversions. Align the page with your brand, simplify the user experience, and continuously monitor performance for improvement. 

Implement these strategies now to optimize your landing page design and achieve business growth. Share your experiences with us. Let’s drive more clicks and conversions together.

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