RSS FeedsWriting The Ultimate Landing Page
Apr 10, 2007
Roberta on CopyBlogger has written 10 Tips for Writing Ultimate Landing Page and it is quite an educational post. If by any chance you don’t know what’s a “landing page”, it is the page people come to directly after clicking your ad appearing on GoogleAds or some other online advertising link.
Since you pay for every individual click and from every click you would like to achieve some or the other objective (commercial, political, social) you have to be very careful about what appears on the landing page.
The landing page doesn’t always have to be your home page (though in most of the case the landing pages ARE the home pages) and in fact, it shouldn’t be your home page if your home page is of generic nature. In the first point Roberta says:
Make sure your headline refers directly to the place from which your visitor came or the ad copy that drove the click. Match your language as exactly as you can. (Close is good, exact is best.) This way you keep your visitor oriented and engaged. This is by far the most important part of your landing page.
I think this is very important for both psychological reasons and financial reasons. When people click on your ad they are already interested in whatever you have written in the ad (unless they are clicking just to waste your money) copy. If some totally different (having the same meaning) text with different headings appears on the landing page there is a break in the thought process and the visitor may, consciously or unconsciously, think that she has arrived at a wrong page, and consequently, may leave. She may even feel tricked even when that is not what you intend to do.
In another point she says:
Remove all extraneous matter from your landing page. This includes navigation bars, visual clutter, and links to other sections. You want the reader focused solely on your copy, your supportive visuals, and the offer you’re making without being tempted to wander around the room.
I slightly disagree with this point. Getting rid of visual clutter is fine and you shouldn’t have it anyway, on any page. But you should have the navigation bar, or at least some system to enable the visitor to go on other pages. My own experience says visitors are not as fragile as they are made to be and they don’t have a fickle attention span. If there is a need, and if you can provide what is needed, and as long as you can clearly highlight the benefits, I think you’ve got a customer.
Technorati Tags: online copywriting, PPC advertising, landing pages, writing, business writing
Posted by Amrit | Tags: Online Copywriting
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April 10th, 2007 at 4:07 am
April 25th, 2007 at 3:27 pm
True, everyone raves about headlines, but if the first paragraph doesn’t keep them on the page, the headline really doesn’t matter.
Get to the point that the reader is looking for. If they clicked expecting a free book on cat care, then give it to them.