| Knowing how to create an effective landing page is | | | | do in order to receive whatever you are promoting e.g. |
| essential if your targeted customers are to be | | | | "Buy Here!", "buy now, limited offer!" or "sign up now!" |
| converted into actual buyers. In the previous article I | | | | No Other Distractions |
| looked at how you should use multiple highly targeted | | | | Avoid any distractions to other areas of your site or |
| landing pages to reach your customers at the right | | | | the web. Never use AdSense ads and be very careful |
| stage of the buying cycle. In this article I'll look at what | | | | with images. It can be the case that an attractive |
| makes up an effective landing page. | | | | image, particularly a face, actually prevents the reader |
| Let's first look at the purpose of a landing page. A | | | | from reading your sales copy. |
| landing page's main purpose is to compel the reader to | | | | Short Punchy Text - Use Bullet Points |
| take some form of action, to visit a merchant's page, | | | | Use short, punchy phrases and break them up into |
| or to sign up for a report or newsletter. If you are the | | | | easy to read bullet points. Answer any questions your |
| merchant it will be to make a purchase. Ideally this | | | | reader may have before they take action. Ask |
| action should be taken as quickly as possible. | | | | questions yourself and then provide the answers. |
| A Compelling and Relevant Headline | | | | Bonuses |
| Here is an example of a headline from a landing page | | | | If you are offering a bonus make sure it is clear what it |
| in the 'make money online' niche:- | | | | is and how to get it. Are there any time limits on the |
| "Do you really want to Make Money Online? I mean | | | | bonus. It may be a good idea to set a time limit, as this |
| REALLY...Are you fed up with all the Scams out | | | | in itself, is a call to action. |
| there?..Sick of being promised a pot full of EASY | | | | Opt-ins |
| money?..If the answer is YES...READ ON!" | | | | Don't miss an opportunity to capture leads. It may be |
| Enclose the quote in italics and bold it up in red font | | | | that that is the purpose of the landing page. If that is |
| colour. In this case the headline compels the reader to | | | | not its primary purpose, capture a lead anyway. Use a |
| 'READ ON' with a view to signing up to a free report. | | | | free bonus to do this. There could be opportunities to |
| The headline should be entirely relevant to the ad the | | | | sell to the customer via a list series. |
| searcher clicked on to get to it. So if the searcher | | | | Tracking |
| types in 'german sausage making guide' that phrase | | | | Always track what percentage of your readers exit |
| must be in the headline. NOT 'italian sausage making | | | | to your merchant pages or opt-in to your lists. You |
| guide' | | | | should aim for 50+% for the former and 30+% for the |
| A Clear Exit to Your Merchant | | | | latter. There are many tools on the market that allow |
| It is my view that you should have only one product | | | | you to do this. |
| being promoted on each landing page. A clear link and | | | | Landing Pages and Web 2.0 |
| exit to your merchant should be prominently displayed | | | | An audio link is a very effective way to 'replace' long |
| immediately below the headline. "Get The Top German | | | | text sales copy but even more effective is video. The |
| Sausage Making Guide Here Now!" would also be a | | | | use of video is becoming more common place and in |
| hyperlink to the merchant page. | | | | my view will eventually replace long text sales copy |
| Into Action | | | | altogether. |
| Use 'call to action' phrases telling the reader what to | | | | |