Landing Page Basics :: Part 1
It is important to understand the purpose and benefit of landing pages before you attempt to create your own. Compared to simple brochure-style websites that are often cluttered with multiple messages and functionalities, landing pages are the pinnacle of focus for marketing efforts on the Internet. Landing pages are used specifically for capturing lead information for email marketing (ads, newsletters..etc), direct mail, or creating sales for a specific product or service. They should have one purpose and not deviate from a very specific and focused goal.
Landing pages are commonly referred to as “squeeze pages” or “lead capture” pages. A squeeze page is used to refer to pages whose only purpose is to capture information from the user with an opt-in form. These opt-in forms usually provide the user with a free report of some type in return for the individuals personal information for future marketing.
Why are landing pages important? As a resource for increasing sales, landing pages are necessary for all marketers wanting to succeed on the Internet and superior to any website with multiple offers and varying levels of information. The purpose of a landing page is the sale of a single product, offer, or service. If you are planning on selling a product such as an eBook, audio CD, DVD, or service, you will want to use a landing page system.
The necessary components of all landing pages are
* The offer—in the form of an opt-in form or sales prompt
* Marketing copy—either short or long form
* Product imagery—3d images of product or headshot of author or service provider
* Call to Action—step(s) user/buyer needs to take in order to complete subscription or buying process
As with all marketing, it is important to consider multiple approaches to the design of your landing page and test out different strategies. Some marketers have success with short copy and an opt-in system that provides free info for lead information and others have success with long copy and the sale of a product ranging in price from $7 to $170. It is critical to understand that either approach you choose to use, your landing page will need to be focused with a single goal in mind.
Autore
Kris Kiler is an experienced marketing consultant and entrepreneur. He founded a successful Internet services and publishing company, and was President & CEO for six years. He is a coauthor of 101 Ways to Generate Top Book Sales: A Handbook for Authors Ready to Plead Insanity and cofounder of TrainManagers.com.
