April, 2018
Should your landing page be long, fact-filled, and loaded with irresistible benefits?
Or should your landing page be short and sweet and to the point?
The answers to these questions, of course, depends on what your landing page is trying to achieve.
A little background . . .
Landing pages come in two flavors.
1. A long landing page can be used to "sell off the page." In other words you can try to make a sale right there and then, and actually get the cash register ringing on the spot.
To be successful, you'll need to:
- Fully explain all features and benefits
- Build trust and confidence
- Overcome skepticism and resistance
- Spur immediate action
- Issue a compelling, clear call to action
2. A short landing page is used to capture prospect data. The goal of this kind of landing page is simply to get prospects to cough up some basic personal data (like name, title, email address) in exchange for allowing them to access your free offer (like a White Paper, "How to" Guide, Executive Report, whatever). No attempt is made to complete a sale. You'll use their contact information to get back to them with more information and feed them into the sales funnel.
To be successful, you'll need to:
- Provide a quick "thank you" for responding to the offer
- Capture the minimal information you're after
- Avoid asking prospects when they're planning to make a purchase or what their budget is. (Way too pushy!)
- Provide a promise of privacy and make your policy clear
- Thank them again. Let them click to download. Then get out fast!
Of course, the best way to create a winning landing page is to have me write it for you. Or have me copywrite your home page, ads, emails, direct mail, and more. Why do the heavy lifting when I can put thirty-plus years of copywriting experience to work for you and at an extremely affordable price?
