Beginners in web marketing often direct their pay per click
ads to their home site. This is a serious error. People who
click should be sent to a separate landing page that
utilizes the words they used to find your ad. For example,
one of my most success ads uses the key words "learn to
sell" and the landing page opens with the headline "learn
to sell". This allows the visitor to quickly realized they
came to the right site. Don't make visitors find the button
or topic on your main web site. They won't do it.
Effective landing page copy is written from the buyers'
perspective, not yours. Be sure to tell them how your
product or service solves the challenge that brought them
to you. Many successful organizations have hundreds of
landing pages, each optimized for a particular set of
related search engine key words.
Here are tips that make landing pages more effective:
SEO Landing Pages
If you are attempting to drive traffic to your site from
search engines, you will need to create a landing page that
has a high density of key words. Take the key words and
work them into your landing page many, many times. This is
why you see long, rambling landing pages that repeat like a
TV infomercial. These pages are actually written more for
the search engine spiders than for human eyes.
Pay Per Click Landing Pages
We suggest much shorter landing pages for pay per click
campaigns. These should be written more for human eyes and
not search engine robots. Be sure to start with a headline
that matches the keywords that brought your visitor. Early
in the page, show how you will solve the challenge that
brought them and have a call for action "above the fold".
Eliminate Distractions
The landing page is a place to deliver a simple message and
drive your prospect to respond to your offer. Don't try to
do too much. We suggest you remove navigation bars as this
encourages prospects to go to other pages. Keep it to a
solution and a call for action.
Make It Easy For Them To Take Action
Make it as easy as possible for visitors to take the action
you made the page to create. If they have to fill out a
form, only ask for critical information. For example, if
you will be emailing them an e-book, all you need is their
email address and name. Don;t ask for all kinds of other
information. be sure to test all buttons to buy etc to be
sure they actually work.
Don't forget to follow up!
Some visitors will buy on their first visit, but most will
require follow up. Most sales are made after a few follow
up messages are sent. We use Aweber (www.aweber.com) to
automatically send follow up messages every 10 days. Be
sure your follow up messages give them more exciting or
meaty information. People like free information but do not
respond well to many messages asking them to buy.
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This article contains free tips on writing effective
landing pages for pay per click advertisers. For more
information on web marketing and copy that works, visit
http://www.salesandmanagementsolutions.com or call
800-941-0068
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