Landing Page Handbook
By Amanda MacArthur • 11/06/2009
Gain immediate access to our free Landing Page Handbook and discover how to create sales letter landing pages that will increase your conversions
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Do you know how to write, design and create sales letter landing page that convert visitors into buyers?
Among other factors, the art of creating landing pages that sell is all about optimizing your landing pages by creating irresistible offers and making it easy for your visitors to order. As a general rule, commercial websites should use the “real estate” of their landing pages conservatively. Your landing page needs to be tightly focused on a single intention—getting the reader to take action.
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In our new landing page handbook, we reveal twelve best practices for creating landing pages that sell.
Here are twelve short tips from the 43-page report on creating sales letter landing pages that keep visitors around and convince them to order.
Landing Page Handbook Best Practice #1: Write Effective and Promising Headlines
When a visitor arrives at your landing page, you have about 10 seconds to make a good impression and capture their attention. If you don’t succeed immediately, they are likely to click away and you’re apt to lose them forever.
Write a forceful headline to capture her attention and interest. In this ebook, we’ve dedicated five pages to showing you how to write effective and promising headlines for your landing pages.
Landing Page Handbook Best Practice #2: Captivate Readers With a Compelling Story
Great products seldom stand on their own or sell themselves without someone creating a story. A great landing page is a sales letter that begins with a story that heightens desire for the product and prompts a purchase decision.
The D in the AIDA acronym stands for desire. The final A in AIDA stands for action—what you direct the reader to do in order to respond to your offer.
Landing Page Handbook Best Practice #3: Webify Content to Gain Reader Interest
By “webification” we mean the most efficient use of all the multi-media and interactive technology available. This does not, however, mean using technology just because it’s there.
Many personal brands use an audio or video clip that speaks speaking directly to their audience. This is one of the more effective ways of making a sale that is personal and requires trust.
In this chapter we discuss a case study on Gary Vaynerchuck, the popular video blogger who uses video to sell his new book “Crush It” as well as subscriptions to his products.
Landing Page Handbook Best Practice #4: Build Relationships with Email
Once you’ve captured your prospect’s interest, it’s important to keep your name, product, and/or service in front of them. Offering a free newsletter or a free report is a handy, non-invasive way to accomplish that. These items have a high- perceived value and are surprisingly cheap to produce and distribute.
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Landing Page Handbook Best Practice #5: Increase Credibility with User Testimonials
Buyers love having their purchase decisions validated. It comforts and reassures them to know that other customers—just like them—have bought and been very satisfied with your product or service.
The credibility of your product or service is invaluable. The authenticity of your user testimonials must likewise be completely believable. Good, credible testimonials are a vital element of any sales letter.
Landing Page Handbook Best Practice #6: Create Strategic Orderflow Links
Links and buttons are the vehicles that allow a prospect to navigate your landing page. Your objective should be to make them as easy as possible to understand and use. In this chapter we’ll show you examples of salesletters with great buttons and link copy.
Landing Page Handbook Best Practice #7: Apply User-Centric Labeling and Language
Make your website navigation friendly and familiar. Experienced web surfers are familiar with what have become the traditional “road signs” of well-designed web pages.
Violate the familiar navigation standards we’ll talk about in this chapter and you go against the norm, taking us readers of their “comfort zone” and perhaps detracting from your website’s credibility.
Landing Page Handbook Best Practice #8: Improve Readability and Content Density
If a landing page is comfortable and easy to read, your prospects are far more likely to keep reading and respond to your sales message.
Much of this is the responsibility of the copywriter, whose job it is to keep the message flowing in interesting and easily assimilated (bite-sized) chunks, but there are other factors that contribute to making a website comfortable and easy to read.
We’ve dedicated six pages of this book to discussing readability and content density, even a checklist for those trying to make their websites senior-friendly.
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Landing Page Handbook Best Practice #9: Provide Urgency and Content Freshness
Few things destroy the credibility of a sales letter landing page more quickly and effectively than content that’s out of date. How can you expect the prospect to take your message seriously if you’re not even interested enough in the content to keep it current?
Aim to convey a sense of freshness, excitement, timeliness or discovery. Some of your potential customers will only visit your site once. If they don’t buy immediately, they may never return.
Landing Page Handbook Best Practice #10: Speed Up Landing Page Load Time
Call us spoiled or impatient, but the fact is that the Web-using public doesn’t want to wait at all. If your landing page loads at anything slower than the speed of instant gratification, you run a serious risk of losing your customer. As web pages grow in complexity, page load time can take longer and longer. This can translate into a loss of readers, page views, advertising impressions, click-throughs and ultimately, a loss of revenue.
Landing Page Handbook Best Practice #11: Design Aesthetically Pleasing Landing Pages
Beauty is relative, cultural, genetic and ever-changing. Beauty is in the eye of the beholder, and aesthetic judgments are subjective. So how can you decide on the right design for your website?
The answer is to know your target market and create an appearance that conforms to your visitors’ expectations. We call it the “user’s mental model.”
The way a landing page looks and feels is almost as important as what it says. A favorable decision to purchase your product or service is usually the result of a sales effort that made the customer feel comfortable and safe.
Landing Page Handbook Best Practice #12: Offer Multiple and Convenient Order Options
Posting a landing page with a confusing or inadequate order mechanism is like opening a new Wal-Mart, but forgetting to install cash registers. What’s the point?
Your customers should be able to fill in the fields of an online screen and check boxes to select their preferences. Simplicity and brevity are priceless. Ask only for the information you need to process the order.
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