Continued from page 1
- It's about copy, words. It's text that will bring you success or failure.
- Design? The purpose of design is to support and showcase text. If you want results, your visitors must read text. This influences your choices of colors, your use of images, layout on page.
- Navigation links? No thank you. On a regular web page, there are plenty of links on a page to make it easy for people to move around and find what they want. On a landing page, there is only ONE link you want people to click on, and that's one that says YES. You don't WANT them to navigate. You want to give them just one way forward.
- Multiple choices? Not if you can help it. If you have three or four things to sell or promote, create separate campaigns and separate landing pages. Too many choices on a single page dilutes attention and reduces response rates. Keep it focused.
>> Concluding thoughts
Many large and medium sized companies struggle with creating landing pages that are unashamedly built to maximize conversion rates. Perhaps they don't have skills in-house to write and design that kind of page. Perhaps they feel uncomfortable about 'direct marketing' through their site pages.
Whatever reason, it's companies that have will and resources to build high-converting landing pages that will come out winners.
Nick Usborne is a freelance copywriter, author and speaker. For more articles and resources on writing for the web, visit his site, http://www.excessvoice.com.
To find out more about landing page writing and design, read his review of MarketingSherpa's Landing Page Handbook - How to Raise Conversions.