Attract the right traffic for a landing page

1. Use data driven buyer personas to design landing pages with your target audience in mind.

Create buyer personas with real data to serve as evidence-based guidelines, to help you build experiences that cater to your ideal customers.

2. Only use keywords that resonate with your buyer personas.

Ranking high for the wrong keywords will bring the wrong traffic. Research keywords your target audience is searching for.

3. Choose acquisition channels and tactics based on your ideal customer, and include links to your landing page in related blog posts or emails.

For example, it wouldn’t make much sense to promote your landing page on Pinterest if your buyer persona is a 50-60-year-old male. That’s because 85% of Pinterest users are female, and 40% of the social network’s users are between 18-24 years old. Readers who make it to the end of the post or email and click through, show clear interest in your offer.

4. Create single keyword ad groups or ad groups with five to twenty related keywords, to guarantee message match between your ad and landing page.

Build each ad group around granular, thematic keywords. Break up your ad groups with more focused keywords.

5. Create corresponding landing pages for the keyword groups, based on the three main types of user intent.

Navigational: The user is trying to navigate to a particular web page. Informational: The user is searching for information. Transactional: The user is on the lookout to buy something or perform a certain online activity.

6. Use the same content in both your ad and landing page, and continue the promise made in your ad.

For example, if your ad promotes a free trial for a heat mapping service, your landing page should promote the same offer. If it doesn’t, the visitor will likely exit the page because you didn’t continue offering what was promised in the ad. Use the same headline and design in both your ad and your landing page.