When creating your landing page remember to make it specific to the ad that is sending the traffic. As with everything else, the landing page must be highly targeted. If a surfer clicked an ad expecting to find gold plated doorknobs, then you better make sure the corresponding landing page has just that. There is nothing worse than having a customer who is ready to buy but can't.
The role of your ad is to get clicks. The role of your landing page is to convert those clicks into leads or sales. Make sure you can convert the surfer within 3 clicks or less. If the surfer has to click more than 3 times to buy your product you will probably lose the sale. Ideally you want the surfer to click only twice, once on your ad, and once on your landing page to get to your order page. That's it. The more clicks you have, the less sales you make.
Remember that surfers are impatient. You need to give them what they want with as little effort as possible on their part. Therefore, it is important to always keep your original objective (conversions) in mind, as well as to refer to the specific keywords and calls to action in your ad, when creating your landing page.
The landing page is where you will use all your copywriting skills to complete the sale. As I said before, the goal of your ad is to get the click, and the goal of your landing page is to get the sale. It is in your landing page where you have all the room you need to explain all the benefits and features of your product or service. It is important to remember that your landing page is your sales page.
Your ad did its job by generating enough interest in the surfer to click through to your landing page. Now you should continue to hook and draw the prospect into your copy to complete the sale. The best way to do this is through a good headline. This headline should hook the prospect by appealing to her self-interest. What's in it for her? How will your product or service benefit her?
Continue to expand on your headline in your copy with more benefits for the prospect, and support these benefits with the features of your product or service. Do this throughout your copy and with subheadings. Make sure you keep the prospect interested and try to build some excitement in your product or service.
Pictures are usually very effective, especially if you are selling a product. In this case make sure the surfer gets a good, clear look at the product. Since the surfer cannot touch the product it is important that they get as much visual information as they need. Your copy should support your pictures and your pictures should support your copy. The important thing is that the landing page is focused on what the prospect wants. So if the prospect is looking for gold plated doorknobs, then when they click your ad they should go to a landing page where they only see pictures of gold plated doorknobs, and only read text that describes the features and benefits of gold plated doorknobs.
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