Five years ago, Joel Chudleigh's team managed to boost a client's online conversion rate by 11% over a six-week period.

"After seeing those results it is fair to say that I have been interested to the point of obsession in how much difference the right layout, the right copy, and the right design can make to a website's performance," he writes at Deep Footprints.

He offers this advice for creating the perfect PPC landing page:

Understand your audience's needs. Your landing page shouldn't try to be all things to all people. Why is someone clicking on an ad? Your landing page should respond to that, and only that.

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