The Landing Page—Your Secret Weapon

So now you’re bringing in good leads. Great! But what’s happening with them? You can have a million people a day look at your site, but are you converting them into paying customers?

Enter the landing page, your secret weapon for conversion.

What is a Landing Page?

The landing page is the specific page of your website that people find themselves on when they click from:

  •  Search engines
  • PPC ads
  • Links in email new letters

These landing pages are tailored specifically to search terms and products or services. In other words, say you ran an air conditioning business that:

  • Sells new HVAC systems
  • Repairs existing systems
  • Provides customers with various maintenance plans

In this case you would have at least 3 separate landing pages—one for each keyword and service. Many people starting out think that their homepage link is the most important, but that’s not always the case. You need the specific landing pages narrowed down. Your homepage will just be a broader overview of what you do.

How Do You Write a Solid Landing Page?

Well, your best bet is to use a professional copywriter. The right guy can do this kind of work with his eyes closed. However, if you’re intent on doing it yourself, make sure you follow these tips:

  1. Your headline needs to be direct and to the point. And make sure it clearly spells out a solid benefit. Something that will make the customer want to keep reading.
  2. The most important information should come in headlines, at the beginning of bullet points, etc. People tend to scan websites and are more likely to read in these places, so it’s crucial you catch their attention and get them to read the remainder of the body.
  3.  Write a solid call to action. I can’t say this enough. You have to tell your customer what to do and why they should do it. If you want them to email you about you’re a/c maintenance package, provide a contact form and tell them to fill it out for a free consultation.

That should get you started. What other landing page tips would you include?

About The Author

Brian Waraksa

Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.

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