What Makes a Good Landing Page?

 

Joey Armstrong


One of the most effective online marketing tools is an effective landing page. Almost everyone with an online marketing campaign will utilize a landing page of some sort, but not all of them convert. Today, Joey Armstrong will look at what makes a strong landing page.

 

Joey Armstrong believes a great landing page starts with a great headline. The headline of a landing page needs to capture the attention of the reader in less than a few seconds. This means that it should be rather short and cut right to the heart of the service or product is discussing. If cutting down the wordcount is difficult, let an image do some of the work. A picture is worth a thousand words, as they say.

 

After working on a winning headline, the best plan is to go ahead and start focusing on the sub headlines. The main headline gets a person’s attention and the sub headers should be utilized to keep the readers there. The first sub headline should be persuasive in nature. It can be a bit longer and can go into identifying the type of problem that the viewer has and how the content the landing page is promoting can end up solving that issue.  Again, it’s important to rely on images to fill in the gaps that the space of a landing page allows. You can’t write long content, so look to include the highest-quality pictures possible. If you are trying to sell a product, the product needs to be on the page. If you sell a service, Armstrong would suggest focusing on finding an image that will likely hold the attention of the viewer.

 

Once a landing page has kept the attention of the viewer long enough to get to the explanation portion of the page, the main goal should be making the intention of the landing page as clearly as possible. If the landing page is trying to get phone calls, it should say that clearly. If it’s attempting to get emails, do the exact same thing. The way to make that call-to-action happen is to clearly show the benefit of the product or service. Another way is to emphasize the pain that will result if the reader chooses not to follow through on signing up or ordering the product being sold. Sometimes pain points are obvious and sometimes there needs to be time spent on explaining what the issue is that is holding the reader back from their full potential.

 

 

 

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