What is a landing page
It's the page your website visitor arrived at
after clicking a link. The link could be on any
page on your website or pay per click advertising
or banner ads or keyword search.
The goal of landing page is to cause your
visitors to take definite action. You don't want
your visitors to leave until you get them to do
what you want them to do. To click on the buy
button, to sign up for an affiliate program, to
download a free ebook or software, to sign up for
a course, or to subscribe to your free newsletter.
The landing page is a direct marketing copy.
Your visitors landed here through a link on your
webpage, an ad, a keyword search, pay per click
advertising, banner ads, and now you want to
convert them.
Here are some tips to design a good landing
page...
1. Content Relevance
Your landing page content must be relevant to
what people were looking for when they applied the
click through. The closer the match is the higher
the chances of conversion.
2. Be Concise
Net writing is different than offline writing.
Generally, when people surf the Internet they give
short attention span to what they are reading. So
be concise. When visitors arrive at your landing
page they are already predisposed to buy, or they
want to get more information of your product or
service. By all means give them information but be
concise. Don't use more than three sentences to
communicate a point. Think through and concise
what you want to say. Use bulleted list to
communicate the benefits of your product or
service.
3. Get straight to the point
The landing page is a highly customized
marketing copy for your product or service or
affiliate product or service. Don't distract your
visitors with advertisements, links to other web
pages. Don't let your visitors wade through a
whole bunch of hosh posh before they get to want
they want.
4. Focus
Dedicate one landing page to only one product
or service. Don't try to promote multiple products
(unless they are of the same product group)or
services on one page. Create separate landing
pages and campaigns if you have multiple products
or services to promote. Focus on one product or
one product group on each landing page.
5. Be Factual
Use facts and figures instead of generalities.
General: Prices Reduced
Factual: Prices Reduced by 20 percent
6. Clear Call to Action
Tell your visitors what you want them to do.
Buy now, click here to download, fill in name and
email address to subscribe or whatever. Keep all
call to action text in bold.
7. Readable Text
Sure, there's nothing much to look at a page
with white background and black fonts. But it's
definitely easier to read the text than a red
background with black fonts. Remember, it's the
words that sell. Your website visitors must be
able to read your text with ease.
8. Navigation Links
Not at all, if you could help it. The only link
you want your website visitors to click on your
landing page is the call to action link.
9. Graphics and Images
Keep visual effects to a minimum unless you are
running an online audio or video business, real
estate business, or selling holiday destinations.
Keep in mind that for direct marketing it's the
words that sell. Graphics and images serve only to
enhance your text communication, not cloud it.
10. Grammatical and Spelling Errors
Check through your text and correct all
grammatical and spelling errors. Otherwise it
gives your website visitors a negative impression
of you and the company you represent. Once
visitors have a negative impression, it becomes
difficult to convince them of the product or
service that you are promoting. First impression
counts a lot.
11. Make it personal
Make it personal to connect with your visitors.
Use a lot of You and Your in your text.
12. Make your text clear and simple to
understand
Avoid colloquialism or jargons. Use terms and
phrases that people readily understood. Use short
sentences, and phrase them in the active voice.
A good landing page will always sport good
conversion rate as compared to a poor one. Take
the time to think and rethink, work and rework
your landing pages. Don't make the mistake of just
optimizing for the search engines. You need to
optimize your landing pages for humans too.
Ultimately, it is humans that give you the sales.
