June 4, 2004      (Continued)

In 2002, I wrote an introduction to landing pages which offered the basics to landing pages and why you need them in the first place. This more recent article goes further in detailing the correct way to build a strong landing page that will sell them in your online marketing.

Step One: Avoid sending them to your homepage
Some of you may wonder why you shouldn't send prospects to your homepage-- after all, it IS the usual place to start visiting a website, right? On many commercial sites, the homepage often acts as a small directory of different departments, with dozens and sometimes more links to click all over the site.

Your chances of confusing your site visitors is a lot greater than if you have them enter a specific area that is in direct relation to the keyword or keywords they typed in the search engine.

The beauty of landing pages is that they don't even have to be a part of your site to begin with. If your company is currently running a temporary offer on "blue widgets", you could build a temporary page and call it "blue widgets", with a link that states just that: blue widgets. After your temporary offer is over, you can simply remove that page from your site.

A landing page that sells needs to be designed in a way that needs a minimal amount of clicks to get what they are looking for. Build your landing pages to show them the product or service you are selling, and then show them the "Buy Now" button.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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