A landing page is there for one reason only - to persuade the reader to take a specific action such as buying a product, signing up for a newsletter, downloading a free report (email capture exercise) etc.
But if they are to work they must be focused. To illustrate how this can be done, we'll look at landing pages designed to capture email addresses for the purpose of this article.
If you want to capture email addresses you must offer your readers something they will value - a white paper, industry report, advice etc. So how do you get them to part with their email address?
Well, to achieve this your landing page must be powerful and laser targeted to the job in hand. the following five factors are crucial in achieving this.
1. Above the fold
In marketing terms, above the fold means the visible part of your computer screen without having to scroll down.
That is the area where the important information must be located. In this case this should tell them what they'll get, the key benefits of signing up for it and, of course, the all important sign up box.
If you start your page waffling about the report and don't get to the nitty-gritty until later down on the page, you'll lose readers. Also, if your sign up box is at the bottom of the page you'll have a significantly reduced number of takers. Make sure the important facts and sign up box are in their immediate eye-line.
2. Keep focused
There is only one reason for the existence of your landing page - to capture email addresses.
You don't want them to leave the page until they've signed up, so don't add in unnecessary navigation that will distract them from the task in hand.
3. Benefits
If you want people to sign up you have to give them a pretty good reason to do so. That's why your landing page should concentrate on the benefits they will receive by signing up for your document and the subsequent newsletters they'll receive.
Remember to keep it concise and above the fold, so a bulleted list would be ideal here to drum home why they should sign up.
4. Be quick
Being human we all like to have a think before we give away our personal details. But thinking too much can be a bad thing and run the risk of your potential signee wandering off.
The trick here is to force them into a snap decision. Tell them its a limited offer, only available for a certain period, or for a limited number of people and that if they don't sign up they'll miss out on this vital information giving their competitors the upper hand.
That should do the trick.
5. Scanable
Earlier we mentioned placing your benefits in a bulleted list. This not only draws attention to them, but it also makes the page very scanable.
Let's face it, we rarely have time to read everything that's in front of us and instead scan read. If the important information you want to get across enables the reader to do this, they are more likely to read it and sign up.
As you can see, landing pages are fantastic tools to draw people into your sales funnel. Whether you want to capture email addresses or encourage sales of a particular product, a well written and focused landing page will make a huge impact on your marketing efforts.
But if they are to work they must be focused. To illustrate how this can be done, we'll look at landing pages designed to capture email addresses for the purpose of this article.
If you want to capture email addresses you must offer your readers something they will value - a white paper, industry report, advice etc. So how do you get them to part with their email address?
Well, to achieve this your landing page must be powerful and laser targeted to the job in hand. the following five factors are crucial in achieving this.
1. Above the fold
In marketing terms, above the fold means the visible part of your computer screen without having to scroll down.
That is the area where the important information must be located. In this case this should tell them what they'll get, the key benefits of signing up for it and, of course, the all important sign up box.
If you start your page waffling about the report and don't get to the nitty-gritty until later down on the page, you'll lose readers. Also, if your sign up box is at the bottom of the page you'll have a significantly reduced number of takers. Make sure the important facts and sign up box are in their immediate eye-line.
2. Keep focused
There is only one reason for the existence of your landing page - to capture email addresses.
You don't want them to leave the page until they've signed up, so don't add in unnecessary navigation that will distract them from the task in hand.
3. Benefits
If you want people to sign up you have to give them a pretty good reason to do so. That's why your landing page should concentrate on the benefits they will receive by signing up for your document and the subsequent newsletters they'll receive.
Remember to keep it concise and above the fold, so a bulleted list would be ideal here to drum home why they should sign up.
4. Be quick
Being human we all like to have a think before we give away our personal details. But thinking too much can be a bad thing and run the risk of your potential signee wandering off.
The trick here is to force them into a snap decision. Tell them its a limited offer, only available for a certain period, or for a limited number of people and that if they don't sign up they'll miss out on this vital information giving their competitors the upper hand.
That should do the trick.
5. Scanable
Earlier we mentioned placing your benefits in a bulleted list. This not only draws attention to them, but it also makes the page very scanable.
Let's face it, we rarely have time to read everything that's in front of us and instead scan read. If the important information you want to get across enables the reader to do this, they are more likely to read it and sign up.
As you can see, landing pages are fantastic tools to draw people into your sales funnel. Whether you want to capture email addresses or encourage sales of a particular product, a well written and focused landing page will make a huge impact on your marketing efforts.
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