Landing Page Optimization: Improving Quality Score via UX

The #1 sin in PPC: Sending paid traffic to your Homepage.

Homepages are for navigation. Landing Pages are for conversion.

If a user searches for "Emergency Plumber", and lands on a homepage that talks about "Our 50 Year History" and "Commercial HVAC Services", they bounce. That bounce hurts your Quality Score and wastes your budget.

The Landing Page Experience (LPE)

Google grades your landing page usage "Landing Page Experience". It looks for:

1. Relevance: Does the H1 match the ad keyword?
2. Speed: Does it load in <3 seconds?
3. Transparency: Is the privacy policy visible? Is the business address real?

The Anatomy of a High-Converting Page

For our B2B Service clients, we follow this framework:

1. The Hero Section (Above the Fold)

• Headline: Matches the Ad Copy exactly.
• Sub-headline: The unique value proposition (e.g., "On-site in 60 mins").
• CTA: A contrasting button or an open form.

2. The "Trust Bar"

Immediately below the hero. Logos of clients, certifications, or "As Seen On". This resolves skepticism instantly.

3. The "Value Stack"

3-4 bullet points explaining why you.

• "No Fix, No Fee"
• "Licensed & Insured"
• "Upfront Pricing"

4. Social Proof

Real testimonials with photos. Video testimonials are even better.

Message Match

"Message Match" is the continuity between Keyword -> Ad -> Landing Page.

• Keyword: "Red Running Shoes"
• Ad: "Buy Red Running Shoes"
• Landing Page H1: "Red Running Shoes"

If your Landing Page H1 says "Best Athletic Footwear", you broke the chain. The user has to think. Don't make them think.

Mobile First

70%+ of clicks are mobile.

If your form is hard to type on a phone, or if your sticky header covers the content, you are losing money.

• Use "Click to Call" buttons on mobile.
• Keep forms short (Name, Email, Phone).

Conclusion

A 1% increase in Conversion Rate can double your profit. It is high-leverage work.

We simulate user journeys to find friction points.

Get a UX analysis of your current landing pages.