A landing page is the first page the web user arrives at using a specific
URL, or clicking a link in an email or at another site. They are popular
because they are more effective at accomplishing their purpose than standard
pages. However, there are certain characteristics that effective landing
pages have in common - here are seven of those characteristics.
1. The landing page should have only one objective. The objective can be for
the reader to buy a product, sign up for a newsletter or to click on an
active link to go to another page. The action can be anything that you want.
The key is there is only one thing you are asking the reader to do. There is
no confusion for the reader - they either take the action or they don't.
2. The landing page copy should target a specific audience. One of the
ground rules of all effective marketing and copywriting is know your target
audience. This may mean you need different landing pages to appeal to
different target audiences. That's OK. Each landing page can speak to its
individual target audience. For example, you may offer a coaching program
that is designed for women of all ages but the benefits of your program to a
woman who is 30 may need to be presented differently than to an audience of
women who are 50.
3. Create a compelling headline. Since you only have 7-10 seconds to capture
your reader's attention, your headline needs to immediately grab the reader.
You may need to try a couple of different headlines before finding one that
keeps the reader on the page.
4. Keep the page simple and easy to read. Don't distract your reader with
too many fancy graphics and moving objects. Make sure the layout of the page
is not confusing. Visitors should know exactly where they should read and
what they should do. A single column seems to work best as it keeps the
reader going down the page. Including an audio or video message on the page
has been proven to increase conversion rates. Don't include any links not
related specifically to the action you want your visitor to take.
5. Place your most critical information "above the fold" - that space on the
page that is seen before you have to scroll down. This is where you are
conveying the heart of your message. Whether audio, video or the written
word, above the fold is the first place visitors will look to determine if
your message is of interest.
6. Clearly state the benefits of your offer. Use sub-heads and bullets to
highlight the benefits of what you are offering. Even if you want the reader
to click on a link to another page, tell them what the benefit will be as a
result of moving to the next page. If you have a testimonial that fits in
with the benefits - use it.
7. The action you want the reader to take should stand out from the rest of
the page. If you want the reader to buy your eBook, a large button saying
"Click Here to Buy This eBook" leaves no doubt what the reader should do.
Don't be shy about making it obvious what you want the reader to do.
Everyone is in such a hurry these days, the easier you make it for your
visitor, the happier they will be.
So how do you know if your landing page is effective? Review your web
statistics and determine your conversion rate - the percentage of your
visitors who are taking the action you want them to take. Depending upon who
you ask, the average conversion rate is about 3.5%. However, highly
optimized sites can achieve rates between 50% and 80%.
These 7 tips are just the basic steps of an effective landing page. More
advanced strategies for maximizing landing pages include using popovers,
popunders and optimizing keywords, among other tactics. Use these tips to
create a landing page or evaluate your current landing pages.
my motto is "Keep it simple" and "don't leave anything for tomorrow that can
be done today."
If you have any questions or comments please contact me.
Regards Gerald
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
Twitter: WebcraftGuru
Facebook: Webcraft Guru
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