The Levison Letter

How to write a killer landing page 

August, 2012

Imagine the following scenario . . . You're a motivated marketer who wants to generate leads for your product or service. So you get your email copywriter to send an email to an appropriate list in which you offer a must-read White Paper, or guide, or report, or whatever, that's loaded with valuable information.


All the reader has to do is download the document from your Web site landing page. In your email you provide a link for them to click on. The link automatically takes the reader to your Web site.


So here's the question . . .


Why is it so important for your copywriter to create a special Web landing page for the email reader to visit? Why can't the landing page copywriter simply send the prospect to your home page and make the offer a clickable download there?


Well, first of all, if you dump potential customers onto your home page, they could get lost. They could have trouble finding your offer and might give up. Or they might see something else of interest on your site and click away to that. Hey. You don't want them randomly browsing your site. You want them to respond to your specific offer!


The bottom line? When you send the reader to a landing page, you're in control. Which is where a direct response writer always wants to be.


Exactly how should you handle your landing page? Keep reading and I'll share a few ideas with you.


1. Thank the reader for responding. Landing page copywriters can begin their landing page with a brief headline like: "Thanks so much for responding to the email we recently sent you!" This maintains continuity of communication. When they get to the landing page and see this message, they know they're in the right place and that they're at a special page created just for them.


2. Capture crucial data. The whole idea of lead generation copywriting is to get people to raise their hands and indicate some level of interest, however modest. When they identify themselves, by responding to your offer, they enter the sales funnel. Then, you begin the job of converting prospects into buyers. This means that before they get to download your White Paper, your demo, or whatever, they must provide some information about themselves. Beginning landing page copywriters think that you should let people take advantage of the offer without having to provide the info you're after. Wrong!


3. Don't ask too much of them. on your landing page, ask for the minimum information you need. Maybe name, title, company, and email address. The fact you need to remember is that the more information you ask for, the more you'll turn people off. Never ask people, at this stage, when they're planning to make a purchase or what their budget is. Way too pushy!


4. Provide a promise of privacy and make your policy clear. For good reason, prospects are reluctant to give up personal information landing page. They know all too well that if they're not careful they may get an email telling them that they're eligible for a share of a Nigerian prince's estate. Have a good privacy policy and make it crystal clear!


5. Keep the copy short. The landing page is not the place to be long-winded. Thank them. Convince them that their data will be kept private. Thank them again. Let them click to the download. Get out.


6. Use different landing pages to test different offers and creative treatments. You can test variables by sending prospects to unique landing pages. Just measure the respective click through rates and you'll find out fast what works best.


7. Don't forget to follow up. After people take advantage of the offer on your landing page, work those leads! You should have follow-up messages ready to roll automatically. The whole idea of lead generation is to capture contact data and then press ahead with email, postal mail, telemarketing, whatever. Failing to follow up aggressively is a big (and common) mistake!


The take-away message this month? Creating a great email is crucial, but so is providing a landing page that does its job . . . getting the crucial data you need to begin an ongoing marketing effort.


Why don't you and I start working together? Give me a call at (415) 461-0672 and let's talk about how I can write a powerful, persuasive sales letter, email, or Web page for you that can build profits fast. Want to see the kind of results I get for my clients? Easy. CLICK HERE

How to get in touch . . .
Phone: (415) 461-0672
Fax: (415) 461-7738
Visit my Web site 


Ivan Levison. Direct Mail, Email & Advertising Copywriting
14 Los Cerros Drive, Greenbrae, CA 94904
Phone (415) 461-0672      Fax: (415) 461-7738

© 2013, Ivan Levison & Associates. All rights reserved.

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