In the last post on this topic, We looked at at what a landing page is and why they are important to you as a business owner and search engine marketer. In this topic, we will explore some of the schools of thought regarding what should be inside your landing page.
Inform before you market
Your typical citizen of the 21st century has some form of advertising flashed in front of them every 30 seconds. If you are creating a landing page to solve a problem, whatever you do do not become part of this statistic. Your visitor has a problem, so if your aim is to solve that problem for them, you need to provide a reassurance that you have the expertise, or the product that it right for the job. Keep your copy orientated around that problem, and refrain from talking about yourself as much as possible. I realise its counter-intuitive that on a page you are intending to sell products or services that those products or services don’t feature prominently. But it is far more pertinent that you address the problem central to the whole reasoning that your visitor has come to the page.
Provide information, not opinions
If you are mentioning someone else’s product or service (particularly if they are a competitor, and its plainly obvious to the reader that this is the case) avoid verbally bashing or putting down of their products. If you want to emphasise your products or services, do so intelligently. I realise this goes without saying, but we continually see business pages which will talk about a product on the premise that it is better than another one. Instead of doing this, provide a real comparison study and give some empirical evidence. Independent studies by third parties (especially where you can cite, or link to the source of the information) are fantastic alternatives for providing credibility to your copy and should be used wherever possible.
If a picture has 1000 words, what about a video?
One of the key benefits of leveraging online marketing as opposed to other forms of advertising is the rich array of media you can utilise. Video has fantastic statistical retention rates for landing pages. With the ease of use that technologies like YouTube present, the reasons for including a video in your landing page are quickly diminishing. Consider investing in a video camera for your business. Especially if you are a customer-service orientated business. A video testimonial provides much more impact to your landing page then simple text, so consider video in your campaign and indeed your website as a whole.
Avoid rhetorical questions.
Presume Nothing. Your reader does not always have the social demographic, ethnic or physical characteristics that is required to understand the implications of your rhetoric. So make sure you are crystal-clear in your assertions. Rhetorical questions are something we reserve for verbal presentation, if at all. They are not an intelligent method of expression and we would not recommend you use them, especially on a landing page.
Call to action
So, you’ve got your visitor to the page, you’ve confirmed and identified the problem, you’ve offered a solution, now what? You must direct your customer to their point of action. If you fail to do this, all the credibility you have worked to achieve in the mind of your reader will disappear when they press the ‘back’ button. Make sure you provide a clear pathway and highlight what the next steps are to achieving their purpose and solving their problem. You should also emphasise how easy the process is, and ensure that you follow through on this aspect and ensure the ease of your conversion process.
In the next instalment in this series we will look at some practical examples to marketing your landing page.
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