What Makes a Killer Landing Page?

Landing pages are specifically used as the place one arrives when clicking on an advertisement, such as a Pay Per Click advertisement on Google. And, since one arrives or "lands" there from a Pay Per Click advertisement, the ad text and the content on the landing page should match and reinforce each other.

First, see the landing page as a guided tour for the visitor. Starting with the headline, and moving the visitor’s eyes along the page towards the desired call to action exit. Remove sidebars, eliminate or minimize navigation, extra links, or other distractions. Keep the focus and stay in control of your guided tour.

What’s on the visitor’s mind? Build your landing pages for a specific target visitor. Do not construct the page for anyone else—generic and broad pages are proven to fail. Think like your visitor, and answer the things on your visitors mind:

• "Is this what I’m looking for?"

• "How can this help me?"

• "Should I click the back button?"

• "Does this look trustworthy?"

• "How much time is this going to take?"

Formatting and presentation:

• Bullet points work well online, to help communicate the benefits of a product or service. People skim read on the web. Use bold text to reinforce key messages.

• Keep it short and to the point. Paragraphs should be no longer than three lines, with one idea per paragraph.

Parts of a landing page:

An effective landing page usually has the following elements in the order or in some slight variation of the order below:

• Headline. Fit the headline on one line, large type. Red is a common color.

• Benefits, benefits, benefits. How will it help me save time, make money, see the world in a different way. Benefits pinpoint a desired feeling or state of mind. "Look years younger" is a benefit statement. "4 door sedan" is a feature.

• Introduction. Who am I that you should listen to me?

• Your credibility. All these ease the mind of your visitor and make them feel comfortable:

• Testimonials,

• Credentials (Awards, Titles, etc.)

• Social Proof (BBB, Chambers of Commerce logos, etc.)

• Visible Customer Support Options

• Overcome objections. Your visitor has tried everything and seen it all. Why will it work for the visitor? Why should they choose you? What makes you unique?

• Features, specifications, what you get.

• Use checkmarks

• Be factual instead of general. Example: "30% Off" instead of "Prices Reduced" or "On Sale."

• Build up of value: price, compare to similar products, bonuses, guarantee...then state the cost.

• Testimonials, again.

• Call to Action. The goal of landing page is to cause your visitors to take definite action. Whether it be ordering a product, entering email information, downloading software, or whatever, make it clear and unmistakable. It can also help to remind the visitor again about the bonuses and guarantee. Often, the call to action is in 2 places on the landing page: once near the top, and once near the bottom of the page.

• Conclusion. If you have an effective final note, include it in a PS and even a PPS.

Your landing page is a specific tool for identifying and attracting a visitor to do something. You homepage and overall website pages are places where people come to learn more about you, but your landing page is the "Sales Backbone" of a website where you are asking and encouraging a visitor to do something.