5 easy tips to create landing pages that convert

***** 5-star review of MarketingSherpa's new Landing Page Handbook

By Debbie Weil

If you're a student of Web site best practices (as I am) this new guide is a must-have for your online marketing library.

And yes, landing pages do apply to you. I can't think of a marketer who doesn't use a landing page for something... an e-newsletter sign up, a postcard campaign, a Google ad, etc.

If you’re not routinely using a dedicated page to prompt specific visitor actions, as above, then shame on you. You *really* need this guide.

Here are five tips I culled from a quick read of the Landing Page Handbook. There are dozens more like them, clearly spelled out, often with an illustrated case study you can steal from. In addition, you get fascinating results of eye-tracking studies.

I chose these five because they are so easy to implement.

1. Acknowledge the bail factor

Most visitors to a landing page bail within a few seconds of arriving. They don’t read all the copy; they don’t scroll down. They form an instant impression of the overall design: is it professional? Are you credible?

Step 1 is to acknowledge that this is the mindset you’re dealing with. Whatever your copy or headlines, whatever your design and layout, they must convince a visitor within 8 seconds. In other words, this stuff really matters.

The guide makes a key point. Designing and writing an effective landing page doesn’t require a big budget. It does require, however, "more time, thought and work."

2. Make your headline match the copy in your ad

Your landing page headline is the first thing a click-through visitor sees, other than a graphic. Slight changes in wording can significantly impact your conversion rate .

BUT #1 in importance is that your headline match the words in the ad that prompted the click through. No, this isn’t boring and repetitive. It’s reassuring.

We’re talking millisecond decision-making here. Make it easy and comfortable for your visitor to take the next step... to keep reading and visually exploring the landing page. (Now is that an easy tip, or what?!)

3. Keep your "hero shot" on the left side

I confess... I wasn’t familiar with the term "hero shot." It means the photo or graphic of the product you’re promoting.

Eye-tracking studies cited in the guide show that a visitor’s eye is drawn first to an image. Only then does the visitor move on to read your copy.

If the hero shot is on the right side if the page, it’s more difficult for a reader to switch their eyes back to the left and start reading. So a visitor might never get around to reading your copy. (Yup, another easy tip to execute.)

4. Your hotlinked copy needs to be powerful and prompt action

In other words, don’t hotlink the words "click here." Many visitors read the hotlinks first. As the guide puts it, “They treat the hotlink less as a thing for clicking and more as an informational tool."

Your hotlinked copy is second only in importance to your headline. Don’t be afraid to hotlink a whole sentence. For example (this is mine; not from the guide): Download your FREE copy of this tip-filled 27-page guide on 10 Mistakes to Avoid When You’re Learning How to Fly Fish. (Sorry if I fooled you there; a hotlink should always go where you expect it to go.)

People love specifics. Plus they want heft and tangibility. Give it to them!

5. Offer something useful and unexpected on your Thank you page

This is my favorite tip in the guide. It’s brilliant!

Instead of a nearly blank page that says, "Thank you for registering for our e-newsletter, white paper, Webinar," include something extra your visitor was not expecting: a link to a useful case study on your site, information about another event, an invitation to participate in an instant poll (and view the results).

Want to raise landing page conversions by up to 40%?

Run don’t walk to grab your copy of MarketingSherpa’s new Landing Page Handbook. Be sure to use the link above or below as you will get $50 off the normal price (until March 15, 2005).

Pub Notes: in-house workshops; quick definition of podcasting; don't miss "how-to" Webinar on search engine marketing

In-house workshops on blogging

My Feb. 17th workshop in Washington DC on Blogging & RSS got great reviews. I can create an in-house event for you where we go beyond "what is blogging" to consider specific ways your company can use blogs either internally or externally as a marketing communications strategy.

I can do this as a workshop or as an Audio/Web presentation. Give me a call and tell me what "wow" outcome you're looking for! Reach me direct at +1 202.333.2022 EST.

We've got a few sets left of the two printed guides on blogging that workshop participants received (value $226).

More about my two guides on Blogging & RSS

Order both printed guides for $176 and save $50

Podcasting... just a mention

I've been horribly remiss in not mentioning podcasts up till now. Podcasting is a phenomenon that has exploded in the past few months. Whether it has a business application that's of use to you is another question.

For now, think of podcasting as another form of free content that might engage your target audience and help you develop a relationship with them.

In a nutshell, a podcast is an audio program in MP3 format that you can download to your computer, your iPod or any other digital playing device that is MP3 compatible.

You can also subscribe to podcasts via an RSS feed. More about that later...

Thus far, podcasts are free. But then again, so are blogs and most e-newsletters. And that's the point. This is useful or entertaining content in a format - audio - that many folks find appealing.

I'll be blogging about the business side of podcasting soon. In the meantime, here are a few useful links.

Useful Links About Podcasting

Understanding the podcasting revolution

Amy Gahran on how to receive and listen to podcasts
Amy describes subscribing to podcasts via RSS as "automatic downloads."

New York Times: Visions of Profit in Podcasting


How-To on Search Engine Marketing

DigitalGrit is hosting a FRE*E Webinar on Search Engine Marketing on March 16th (see details above). This sounds like a great event. I know some of the folks at DG and they're very sharp. Don't miss it!

Gratis Webinar on Search Engine Marketing to first 100 who register.

And yes, there's a connection with landing pages. Qualified visitors who type keyword phrases into the search engines may end up on an interior page of your Web site. Call it a landing page if it's dedicated to a certain topic or designed to elicit a specific action.

You need to WOW them when they get there if you want them to take the next step.