Direct response writers like Ivan Levison write a lot of landing pages, so they know what the heck they’re doing. (Actually, they not only write landing pages but also the email copy that prompts you to click through to the website to get to a landing page.)
My experience is that you can write a whole lot of copy and never have to produce a landing page until the day your client says, “Hey, ya know, we’ve got to get them to download our white paper. Can you give us a landing page for that?”
Your answer, of course, is a hearty “yes,” as you scurry off to learn how.
In an August 2012 newsletter, which I recommend marketing communicators read, Mr. Levison offers seven tips for writing a “killer landing page.” They’re all good. My three faves are these:
- Don’t ask too much ‒ Capture a name, title, and email. That’s pretty basic, but the more you ask, the more likely your target will abandon the page and possibly your entire site. As Mr. Levison puts it, “Never ask people, at this stage, when they’re planning to make a purchase or what their budget is. Way too pushy!”
- Keep it short ‒ Don’t blather on. Your target has clicked through, so thank her nicely and let her get to the download, which is the only thing she’s interested in.
Of course, you’re providing information of value (I hope), but the real purpose of a landing page is to get enough information to “begin an ongoing marketing effort.”
Then the real fun begins.