You earn money when a visitor converts. Until your visitors convert you are spending money. No matter what your conversion is, either sell a product or collect and email address, you want a visitor to take that action. Your landing page must convince the visitor to convert. The following are several ways which you can increase the conversions of your landing page.

* Do research.

Build your landing to speak to your ideal visitor. Keep everything the page geared toward that ideal visitor. A landing page trying to capture a broad spectrum of visitor attention is destined to get a lower conversion rate.

* The headline is important.

Your landing page headline is perhaps the most important marketing message your landing page can have. You can be guaranteed that almost every visitor will read your headline, even if they read nothing else. Grab their attention with the headline.

* Match the landing page to your AdWords Ad.

Having your keyword in the landing page headline will get the visitors attention. It will tell the visitor the page is relevant to what they searched for. This will increase you chances of the visitor remaining on your page and reading the rest of your sales copy, and converting.

You can use AdWords Dynamic Keyword Insertion to pass the search term to your landing page as a querystring parameter. This will allow a dynamically generated landing page to use the visitors search term in the headline and sales copy.

* Give the visitor only one option, the option to convert.

Remove any navigation links, outbound links and advertisements from your landing page. Make sure the visitor doesn't get distracted by some other link or message. You want to them to convert, and only convert. This means keep your message to a single page.

* Remove unnecessary graphics or features.

Again, you don't want to distract potential customers from your message. Get rid unneeded graphics, CSS or javascripts. Keep your message simple and focused. Removing unnecessary elements should also increase the page loading time. You don't want to lose a potential conversion because your page was too slow to load.

* Give the visitor every opportunity to convert.

Don't have only one conversion link or form at the bottom of your page. Make sure your visitor doesn't have to search for the conversion opportunity. Popup windows and DHTML windows provide great ways to attract attention and convert.

* Use Testimonials

Consumers like Testimonials from third parties. For some visitors, Testimonials may be more persuasive than your sales copy. When collecting testimonials you can write the copy yourself and simply ask the Testimonial giver to agree with it.