It isn’t enough to know how to design a landing page, you should also understand why writing for the web is not the same as writing for print
When you think of a landing page, what do you picture? A single page, long copy, highlighted text, lots of bolding and italicizing, strong headline?
Sure, that’s one design for a landing page — most likely a rapid conversion landing page or email capture page. Or maybe it’s a sales letter landing page selling a single eBook.
Many people think that a landing page is just one type of page.
Actually, many pages on your site are landing pages. If a web surfer arrives at your site via a search engine or via targeted traffic, such as a link in email, that person is “landing” on your site.
Where do they end up? On a landing page, of course.
The goal of an individual landing page is to engage the visitor in a low friction activity:
- Subscribe to an email newsletter
- Purchase a product
- Download a digital product, like a free report
- Sign up for an event
- Fill out a survey
- Join a membership website
We complete these goals by supplying our landing pages with effective conversion architecture.
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We’ve recently written up all of our latest best practice landing pages, including great examples to model after.
We’ve covered eight “organic” landing pages, meaning that these pages exist to drive website traffic through search engine optimization with the ultimate goal of converting website visitors into email subscribers.
- Home Landing Page
- Topic Landing Page
- Article Landing Page
- Author Index Landing Page
- Author Landing Page
- Keyword Index Landing Page
- Glossary Index Landing Page
- Tag Landing Page
Plus we have two “dedicated” landing pages, meaning that their primary (and very obvious) goal is to complete a transaction, whether free or paid.
And no, we haven’t forgotten hybrid landing pages such as the Access Challenge Landing Page and the Priority Code Landing Page. Hybrid landing pages are for private, exclusive, premium and paid-only content vs. visible, available and accessible content.
One more thing: It isn’t enough to know how to design a landing page. You must also have a firm grasp on how to search engine optimize every one of them.
All the best elements of salesmanship in print also apply online, including intriguing headlines; lively sales copy; customer testimonials; a compelling, risk-free offer; free bonuses; clean graphics; and a simple, clear, OFIE and order flow.
However, on the web you have additional elements to think about, such as keyword research and writing copy with a decent keyword density so that Google finds these pages and ranks them.
That’s why we’ve put together SEO Copywriting Secrets, an instrumental guide to writing for the web (and also free!).
One last note: We have a webinar coming up on June 10th called Landing Pages that Work: Using a Proven Testing Method to Increase Conversion Rates with Bob Brady (Business & Legal Reports) and Greg Krehbiel (Kiplinger).
In this 90-minute webinar—which we’re co-producing with our friends at SIPA—these landing page “testing junkies” will show you case studies on their own a/b and multivariate tests along with tips on how to integrate tools like Vertster and the free Google Website Optimizer tool into your own website testing strategy.
Register for Landing Pages that Work today and you can still get our early-bird discount!