Key elements that make a great landing page
If you want to read a great article by some of the best minds in landing page research, try this post at MarketingExperiments.com. You will find links on the page to podcasts that describe the very latest research in landing page optimization.
The experts at MarketingExperiments.com stress that landing pages need to be consistent with the ads that brought the visitor to the page. The landing page itself should have one consistent message that is clear to any visitor (just because you know what you are selling doesn’t mean the visitor knows). The headline on the landing page should grab the reader’s attention, and the ad copy should clearly express your value proposition. The page should have a clear call to action with phone numbers, action buttons, and lead contact forms clearly visible on the page.
Your content should be organized on the page, so the reader can follow it straight down the left side of the page with no interruptions. Use a two-column format or one-column format with the column on the right if possible. The points mentioned above sound simple. The key is proper implementation. Often, our clients know their value proposition. They talk about it all day long. But somehow, in the transition to the website, the message gets lost. Often, on the very first call, I will ask a prospective client: “Why should I buy your product?” Before I finish the question, the client launches a compelling, passionate pitch, perfected after years of sales calls, meetings, and conferences. Invariably, the next question I will ask is: “Where is that on the landing page?” Your marketing campaign is the engine of your business.
After you have read these clearly stated methods for optimizing your campaign, you will know what to do. But how will you implement the improvements? What should you do first? How does it all fit together so that your sales message is consistent all the way through the campaign? Who will test the campaign and monitor it for quality and performance?
Interactive Limited has extensive experience building and improving landing pages. Give us all if we help with yours.
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