The Landing Page Handbook: Part 2

This is the second in a three-part blog series on creating a landing page. The goal of this series is to explore a few simple ways you can improve your advertising numbers by adjusting the web page that first respondents see and interact with. It’s a part of the advertising process that is completely measureable, and completely controllable, yet ignored or misunderstood by the majority of companies.

Part one of the series gave us tips on integrating the look and feel of your ad into your landing page.

Last year I wrote a post that laid out Six Steps to Create the Perfect Landing Page. Looking back at the post, I think the title was a little naïve. While I do think that small revisions and updates can make a big difference, I don’t think you can make a perfect landing page.

What is perfect? The perfect landing page would have a success rate of 100%. Every single visitor would take the necessary action.

Is it possible? Not likely.

But if you want to get close, your page needs to have the things that people are looking for after they click through an ad. Below are the pieces of content that I believe every landing page should have:

  1. A strong headline that immediately capture people’s attention, tells them what you’re offering, and tells them what to do next

  2. Contact information, preferably a phone number that someone will answer

  3. A strong call to action (a simple form to fill out with a big red button, a purchase button, a place to enter their credit card information, etc.)

The rest of the page depends on what the intended action is. For some visitors, the selling will have been done by the ad. For others, you need to sell them on the landing page. Here are some things you can add to the page to do just that:

  1. List the benefits of your product or service with numbers or bullets
  2. Testimonials from satisfied customers
  3. An explanation of the offer or discount
  4. A comparison of your brand vs. the competitor
  5. A trust seal, like the BBB or VeriSign
  6. A free trial offer

Tomorrow we’ll explore one final way to improve your landing page performance.