by Jon Wuebben
Landing pages are what your prospects “land” on when they click on your PPC ad, banner ad or email link. With these very important pages, you have a couple of choices. You can use this page as the first and last page they interact with (i.e. Get them to take action right on that specific landing page) or as a “hub” for the other places on your site you want the prospect to go to.
…What exactly are you trying to get the prospect to do? Do you want them to buy something right then and there? Or are you just trying to get their name for follow up purposes? Whatever it is you want them to do, make it easy for them to do it.
You only have 8-10 seconds before they leave the page – make sure your landing page copy writing is what they want to read.
Use the Lessons from Direct Marketing
You know those letters you get in the mail from credit cards, Publishers Clearinghouse and a million other companies? These letters are filled with copy and all types of emotional triggers that are trying desperately to get the reader to pick up the phone or go to a website and buy something. That’s direct marketing. Your landing page copy needs to be similar. This is war after all! That hard-fought-for prospect can click back and jump on to your competitor’s PPC ad after all. We can’t do that with direct mail we get in our mailbox. So, basically this means writing copy that is benefits rich, offers free stuff and has a call to action.
