|
Rules for Landing Page
Optimization
If you're optimizing your web site for maximum
exposure, then you'd better get familiar with landing pages.
A landing page is the destination when someone
clicks on a link. It's that simple. If you're investing
in a Google Pay Per Click campaign, you're paying for each and
every click on your advertisement. Creating a specific
"landing page" with that advertisement in mind is just good
marketing savvy.
Here are tips to create EFFECTIVE landing
pages for your web site.
1. Have a Clear, Direct RELATIVE Headline
First impressions on landing page of CRITICAL
importance. You've got less than 5 seconds to convince a
visitor that they made the right choice when clicking on a
link or an ad.
With that in mind, make sure the headline is a
COMPELLING ADDRESS TO YOUR VISITOR'S NEEDS!
When creating landing pages for
Pay Per Click campaigns, it's easy to know why the visitor is
at the site. For example, if you are in the business of
selling BUSINESS PLANS to DENTISTS... then your landing page
headline needs to include the words: BUSINESS PLANS FOR
DENTISTS.
Visitors won't click to visit
another page to see if they can find what they need. If
a Dentist needs a business plan, then he/she needs to see that
stated in the headline of the landing page!
2. White Space Sells
It's official. Visitors do not read every word of
content on a web page. Eye tracking studies have shown that
web site visitors will scan the page content for elements that
meet their needs. They take away only the elements that they
think they need in order to decide if the web page offers the
information they need.
Creating a page with lots of white space allows users to scan and absorb key
elements relevant to your message.
3. Stay on Topic
Your visitor is there for a reason. Your entire focus of
your landing page should be to provide answers to the “why?”
in the visitor's mind.
Keep your content limited to three or four bullet points.
This is no time to try to cross sell or even wax rhapsodic. If
visitors can’t quickly and easily understand what you're
selling, they will quickly move on to a site that does.
The whole POINT of creating a landing page is to apply a laser
focus to your content.
4. Create Persuasive Copy and a Compelling
Call to Action
Your landing page is your 24/7 online sale person.
Create persuasive and selling copy for this page and then
follow up with a compelling call to action.
It's easier to create persuasive landing page content if you
KNOW why the visitor has arrived at your site. One way
to carefully measure why visitors are coming to your site is
by using Google Adwords.
According to an article at
Marketing Sherpa:
Few website changes affect conversion rates as much as
landing pages and navigation. In repeated MarketingSherpa
studies, landing page optimization has routinely scored as the
highest performing test by retail-oriented search marketers,
while ecommerce marketers rank effective site navigation as
the #1 site-related priority.
Focusing on increasing your landing page conversion can be one
of the most cost effective uses of your time. Increase your
landing page conversion rates can pump up your profits
significantly.
|
Kathy Hendershot-Hurd is a Small Business Internet and Blog Consultant. She is the founder of