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. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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