Content Marketing Made Simple

Is Your Landing Page Content Effective?

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There are two questions I hear most often from individuals and companies that have created web sites:

1. I've created a beautiful web site with all of the bells and whistles, but no one visits my site.  How do I get traffic to my web site?

2. I've created a web site and I'm receiving a fair amount of traffic.  How do I get my web site to generate money for my business?

The two dilemmas described in the above questions actually represent two sides of the same coin -- and they both involve web content development.  The content in your web site must be optimized for search engines to drive traffic to your site.  Then, once you receive the traffic, you'll need an effective landing page which compels your visitors to take action.

What is a landing page?  A landing page is the specific location or page on your web site which closes the deal online.  Your landing page should have compelling language that leads the reader to act -- either to complete and submit a form, send an e-mail, download an e-book, make a phone call, or place an order.

What are some of the elements that make the content on a landing page effective?

• Simplicity.  According to content development specialist Dr. Patsi Krakoff, your landing page shouldn't have a lot of bells, widgets or navigational bar distractions.  "It should be focused and clear what you want readers to do," says Krakoff.  "[Your landing page] is designed to request an action, only one action, and that’s it."   Krakoff's advice leads us to element number two.

• Speed.  A landing page should load quickly, with no pop-ups, large images or coding that will lead an impatient browser to simply click away from your web site.  Internet users expect speed and a landing page that loads incrementally is a sign of an amateur production.

• Empathy.  Try to get into the mind of the end user and address his/her problems, questions or concerns.  After all, the browser accessed your landing page for one of three likely reasons:  1) Seeking information; 2) Seeking a product or service;  or 3) Seeking a solution to a problem.  Highlight the benefits your company offers.

• Accuracy.  Be sure that the content on your landing page is factually correct.  Don't over promise outcomes.  A savvy reader will detect a "pie in the sky" scenario right away and be repelled by such an overture.  If your company is solid and offers a viable product or service, quality and reliability -- not gimmicks -- will be enough to win them over.

• Directness.   Your landing page should include a direct call to action.  The browser should be asked to perform some action and the action requested should be clearly explained.  The inclusion of crisp, clean graphics which prompt the action, such as a button that says "send message," "call us," or "order here," should be an important aspect of your content development plan.

Redfly Marketing, a Dublin, Ireland-based search engine marketing and optimization firm, provides a three-minute online tutorial on how to make your landing pages more profitable.  Redfly says that a good landing page will not only increase your conversion rate, but it will also save you on advertising costs, since you will be able to increase your results without increasing your marketing budget.

As you are developing your online marketing strategy, be sure not to overlook the importance of a high quality landing page.  An effective landing page holds the key to the overall success of your web site.