Putting Together An Effective Landing Page
Putting Together An Effective Landing Page
Convert your browsers into buyers (or subscribers)
or at least further your relationship with them
Putting Together An Effective Landing Page – MATCH THE MESSAGE TO THE PROMISE If you pitch promises something your prospect or customers wants, make dead sure that the visitor receives it—immediately.
• In a study of 150 landing pages, the most successful pages matched the promotion copy in an email’s call to action.
*Silverpop study
• 45% of the evaluated pages failed to repeat the email’s promotion copy in the headline.
• If you sell someone on a promise, make sure that the first thing they experience after taking action based on your promise doesn’t tell a different story.
DELIVER AWESOME
Be sure that the content you produce as a landing-page download is valuable. Will your prospects love it? Or is it lame?
AVOID TMI
“TRYING TO CRAM AS MUCH AS POSSIBLE ONTO ONE PAGE PUTS THE BURDEN ON THE RESPONDENT TO SIFT THROUGH IT. UNFORTUNATELY, MOST OF THE TIME THEY’RE JUST NOT THAT INTO YOU YET.”
–SCOTT BRINKER, ION INTERACTIVE
KEEP YOUR HEADLINE BENEFIT-DRIVEN
Reiterate what’s awesome about your offer by telling customers what’s in it for them. The best headlines are those that humans (not just search engines) love.
SUBHEADS AND COPY.
BE BRIEF (MOSTLY)
Subheads beneath the headline is a good place
to explain the key benefits of your offering.
USE SECOND PERSON PLUS ACTIVE VERBS.
Speak to landing page visitors directly (lots of “you” and “your”)
and use active verbs to march your tone to theirs.
BE BLINDINGLY OBVIOUS
Put your call to action in an obvious place and play around with what language works best. Some research suggests that landing pages with submit buttons labeled simply “Submit” tend to perform worse than those that invoke more actionable wording.
SHOW, DON’T TELL
Use colors and icons.
KEEP THINGS SIMPLE
Solicit only the most relevant information via the form you ask you visitor to fill out. 1. 2. 3. Entice, don’t irritate.
USE TRUST INDICATORS AND SOCIAL PROOF TO REDUCE ANXIETY
TEST
Your products and services are unique, and so is your audience.
YOU’RE ON YOUR WAY TO A BETTER
LANDING PAGE ALREADY. AFTER ALL,
EVERYBODY WRITES.
“PUTTING TOGETHER AN EFFECTIVE LANDING PAGE” $7
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Warmest Regards, Coyalita
Behavioral Health Rehabilitative Specialist & Addiction Counselor
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