How to Craft Killer Website Landing Pages

Last week, FEI marketing guru Marka taught marketing greenhorn Lucy how to apply the 12 most persuasive words in advertising. This week, Marka gives Lucy some tips on writing better landing pages for FEI’s website. Remember, fire = print.

Several members of FEI’s marketing department—researchers, copywriters and designers—were gathered around Lucy, right outside Marka’s office. Distracted, Marka decided to see what all the hubbub was about.

“My neighbor got this in the mail from Flintstone’s Fire yesterday,” Lucy said, holding up a postcard for all to see. “It’s a postcard promoting a new two-for-one torches special. The postcard includes a QR code that recipients can scan to visit Flintstone’s website.”

“I still don’t get why it’s so interesting,” Marka interrupted.

“The QR code just goes to Flintstone’s website homepage,” Lucy explained. “The two-for-one special isn’t even mentioned there! Flintstone’s wasted $1,000 Drachmas on a promotion that probably just confused a lot of people. I doubt it did much to drive sales.”

Many of the junior marketers chuckled in agreement.

“Yikes,” Marka said. “That reminds me; this week, we’re scheduled to develop a postcard promotion to help drive sales for our new ZX-10 torch. We can put a QR code on our postcard too, but let’s be smarter than Flintstone’s was. The postcard will be just the first leg of a recipient’s journey toward placing an order. We need to send them to a customized landing page that helps complete the sale.”

“I admit I’m not a landing page expert,” Lucy said. “Enlighten me, please.”

“Coal, please,” Marka said, as she went to the whiteboard. “Let me give you three quick tips for writing a landing page that stands out.”

1) Make sure your landing page headline refers directly to where your visitor came from.

“Reference the postcard, and any offer it mentioned,” Marka explained. “Even mirror the postcard’s language as best as you can. If the postcard’s headline says ‘Discover how the ZX-10 Torch Can Help Your Business,’ our landing page headline might read: ‘How FEI’s New ZX-10 Torch Can Help Your Business.’

“We should provide a smooth, logical bridge between the postcard and the landing page,” Marka continued. “This will help ensure our prospects come along for the whole ride, from reading the postcard to placing an order.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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