And in all cases, landing page must be consistent with marketing piece. If prospect is suddenly confronted with a landing page that seems different or just doesn’t seem to connect with piece they came from, a number of unfortunate things happen. There is a credibility gap. The prospect senses this is different and becomes on guard. And you lose momentum of sell, where one benefit leads to another until close.

Let’s say you’ve determined length of sell copy on landing page. At this point, there is a crucial decision to be made. After sell, do you put order form or signup form on same page or have prospects click to go to another page to fill out form?

There are two opposing prospect tendencies to deal with. The more clicks a prospect needs to go through to get to order or signup, more likely prospect will not continue. On other hand, make prospects do too much scrolling and you’ll lose a certain percentage of them. In addition, if there is too much copy and graphics on a page, there is danger that page looks too cluttered and intimidating.

There is no cookie-cutter solution. Generally, it is preferable to have order form on same page as preceding sell copy; that is, on landing page. Having said that, there are numerous cases when having prospects click to go to a separate order page is better.

So you see, a landing page is an important, yet flexible, stage in selling process. Always keep in mind marketing piece prospect came from and develop your landing page accordingly.

And in all cases, landing page must be consistent with marketing piece. If prospect is suddenly confronted with a landing page that seems different or just doesn’t seem to connect with piece they came from, a number of unfortunate things happen. There is a credibility gap. The prospect senses this is different and becomes on guard. And you lose momentum of sell, where one benefit leads to another until close.

Let’s say you’ve determined length of sell copy on landing page. At this point, there is a crucial decision to be made. After sell, do you put order form or signup form on same page or have prospects click to go to another page to fill out form?

There are two opposing prospect tendencies to deal with. The more clicks a prospect needs to go through to get to order or signup, more likely prospect will not continue. On other hand, make prospects do too much scrolling and you’ll lose a certain percentage of them. In addition, if there is too much copy and graphics on a page, there is danger that page looks too cluttered and intimidating.

There is no cookie-cutter solution. Generally, it is preferable to have order form on same page as preceding sell copy; that is, on landing page. Having said that, there are numerous cases when having prospects click to go to a separate order page is better.

So you see, a landing page is an important, yet flexible, stage in selling process. Always keep in mind marketing piece prospect came from and develop your landing page accordingly.