Know exactly what you want your reader to do. Write copy that entices him to keep reading…do not let him leave that page until he’s done what you want them to do. Perhaps you want him to make a purchase, attend an event, sign up for a ezine, or download a whitepaper. Whatever your goal may be, the landing page is your vehicle to accomplishing it.
According to Copyblogger, make sure your headline refers to the source that your reader came from…this could a link from another page of your website, from another website, or from ad copy. This will keep the reader’s experience consistent, making him more likely to continue reading. Check out Copyblogger’s complete article here. http://bit.ly/mcNGFV
Another word about headlines: make sure it says something that resonates with the reader’s core beliefs, opinions, and needs. Know where your prospect is emotionally and make sure your headline screams “We have the answer to your problem.”
It’s all about the benefits. Know what your target’s pain points are. Address those first. Refer back to them often throughout the copy. Tell the reader over and over again (using different examples each time) how your product will help him solve his problems. This will keep him moving through your copy and he’ll begin to develop an emotional link between what his challenge is and your product.
Keep the reader on that page. Do not, I repeat, do not, have links on your landing page that will take the reader somewhere else. The whole purpose of a landing page is to sell that reader on your product/service.
Know your product inside and out. That’s the only way you can authentically explain its benefits. If your product is an online course on learning SEO, for example, take the course. If it’s a weight loss product, use it. Readers can tell when you’re honest and when you’re not, so taking this extra step will help you do a better job persuading the reader to purchase your product/service.
Keep your copy laser-focused. This is not multiple choice…make sure you offer one product/service per landing page. And keep the offer simple. Make things as easy on your reader as possible.
Do your research. Marketing Sherpa posted an excellent case study recently showcasing how Intuit used testing and optimization of a specific landing page to increase revenue per visitor by 23%. According to Marketiing Sherpa, “testing allows marketers to learn what subject line, waht landing page layout, or what call-to-action text will lead to improved results.” Click here for the entire article.
These tips are just the tip of the iceberg. There are many more ways to optimize your landing pages. What methods work best for you?