Implementing Killer Landing<br /> Pages That ConvertLan ding pages are one of the most impactful items you can add to your PPC campaign to improve your chance of conversion. In our ‘click happy’ world, we have already learned that when someone visits your website, they make decision to proceed or go back within 5 seconds.  Given this, it is very important to offer very relevant information to the visitor that comes to your website.

For many people in the internet marketing industry, landing pages are something we work with everyday. As time (and experience) continues, however, we are now learning that it isn’t enough to just publish a landing page. What information can you provide to improve the likelihood of a conversion? How can a landing page be structured to improve the chance of converting your traffic?

This article discusses a landing page strategy that will help you think out both the psychology of the ‘landing page’ and also will provoke though in walking you through the structural setup process.

Before we move to this I will first illustrate (for those that don’t know already) what a landing page is and why it is used.

What Is A Landing Page?

A landing page is a web page built with the specific purpose of offering up relevant content to people that click on your ads in Pay Per Click systems like Google Adwords, Yahoo!, MSN and Facebook.

While the rest of the website is usually accessible for the user, the page is designed to satisfy the searchers original key phrase search so that they are more apt to stay and understand more about who you are and the product/service you are offering.

Landing pages are usually a little more ‘advertisement’ style based and are a key ingredient in ensuring that the money you spend on Pay Per Click advertising is well spent.

Now; what if you knew a secret that would help you convert the traffic you send to your landing page at a much higher level? The rest of this blog will take you through both the psychological process of landing pages and also help you shape the structure in a more functional way.

The end result should be a landing page that is built for a high level of conversion!

Landing Page Structure

I wrote a blog several months ago for website owners that wanted to improve conversion by adding a sales funnel to their public website. The “Goal” page described in this article provides some relevant incite into landing pages.

In the same article I described the need to satisfy 3 different types of visitors or emotions when constructing your ‘goal’ or ‘landing page’. Here they are!

  1. The ‘Glitter’ Visitor – This visitor looks at the top banner of the goal page. If this isn’t carefully constructed you will lose the visitor. The Glitter visitor likes to see dramatic imagery, calls to action to persuade the user and a mode of contact. This is the most impactful step you can take for your landing page.
  2. The ‘Fine Print’ Visitor – This 2nd section of the goal page outlines the finer details of your product/service and usually provides greater detail to the offer provided to the ‘Glitter’ visitor.
  3. The ‘Kitchen Sink’ Visitor – The ‘Kitchen Sink’ visitor wants you to revisit your offer by either ‘sweetening’ it or restating it. In other words its time to offer them the kitchen sink!

The Top Banner – Satisfying The ‘Glitter Visitor’

The top banner of your landing page is used to attract the “Glitter” visitor. This is the person that gets excited by quick, easy to read offers. An effective, simple offer is going to attract this visitor and keep them reading more.

Here are the questions that you need to answer in order to build an effective top banner for your landing page.

  1. What is the service you want to promote for this landing page?
  2. What tag line would you like in the top banner? (4-8 words)
  3. Do you want to supply any supporting text for this offer? If yes, please provide 1-4 points.
  4. What would you like the ‘action’ button to say? Ex. Learn More, Request Info, Get Started.
  5. What type of imagery should be used to help improve the visual of the top banner?

Body Text –  The Fine Print Visitor

We want to satisfy the “Fine Print” visitor in this section. The fine print visitor wants to read more about what you are offering in greater detail. Now is the time to write more descriptive text that supports your offer or service you are promoting.

Remember that it is important to write your text in small segments. Think of a title and either short paragraph or 2-3 point form notes per title.

  1. Give us 1-3 Titles that will help sell your offer / service you are promoting. For example, if you are a home renovations company offering a kitchen package, you may have the following points: Complete Design Guarantee, 0% Interest Free Financing, Guaranteed Start & Completion Date.
  2. What are your 3 titles?
  3. Each title above needs to have either a 2-3 line supporting paragraph OR 2-3 bullet points to validate the titles. Please give us your 3 titles follows by the description below. 

The Final Offer for the Kitchen Sink Visitor

It is time to restate your offer and the reason the visitor has gotten to this point. We are trying to satisfy the ‘Kitchen Sink’ Visitor at this point. This is your opportunity to restate your offer, and even sweeten it if you like! Ex. Fill out the form on this page and receive 10% off this service.

  1. Give us any further text that will further substantiate the offer made in the banner. Some examples of things you can include:
    • Greater Offer Information
    • Packages
    • Act Now Discounts
    • Restate the Banner Offer

One final thing to remember at the bottom of your page;  make sure to offer either a quick contact form or a call to action focused on the landing pages purpose which allows the visitor the ability to contact you  without leaving the page.  ‘Dead end’ pages can ruin your conversion rates!

Implement This Guide and Convert!

Landing pages are a powerful way to ensure that the visitor you paid money to bring to your site, stays past the first 5 seconds where the decision making period usually happens.  An effective call to action, content and page layout can mean the different between a phone call and a visitor click to your competitor.

We hope that this article has helped empower you to make better landing pages and make the best use of your pay per click budget!

Sample Landing Pages

Landing Page<br /> 1

Landing<br /> Page 2

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