At the moment I’m exchanging emails with a prospective client who’s running AdWords campaigns. I checked out his ads, and saw that the ads pointed to his domain’s index page and to another generic page, rather than to purpose-specific landing pages.
I call landing pages “sell ‘em pages”, because these Web pages are doing the work of sales people. Years ago I was running a dog training business and we advertised heavily in the Sunday newspapers. The phone rang off the hook all day Sunday, and I answered the phone “selling” the prospects. Whenever I write a landing page I try to do the same as I did on those long-ago Sundays: sell.
Your “sell ‘em pages”/ landing pages must SELL the people who’ve clicked your ads. If you’re paying upwards of $2 a click, and you’re not selling on a great landing page, you’re tossing money out the window.
Landing page tips:
* Give your visitors all the information they need to buy;
* Make sure the page addresses the point in the ad. For example, if you’re selling widgets, and your PPC or banner ad offers “superb green freshly picked widgets” — your landing page must be all about the benefits of superb green, etc;
* Make it EASY to buy, or take whatever action you want your visitors to take. Please don’t make people jump through hoops.
BTW, if you’re selling anywhere online (even on eBay), use the landing page strategy.
Technorati Tags: copywriting, landing pages, online advertising, PPC
Technorati Tags: copywriting
Angela Booth, top copywriter, author and writing teacher.
Info Product Maestro: Make $500 a Day with Your Information Products
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