While doing some research for one of our clients on a pay per click campaign, I was reminded on how important it was to have an effective squeeze page (also referred to here as a landing page). A squeeze page (because it gathers info and squeezes prospects in to a funnel) is the site that you direct people to from a Google text ad, email or direct mail campaign.

I see a lot of mistakes out there and they are too numerous to list here so I thought I’d give you the top three elements that you absolutely need to follow:

1) Make sure that the design (look and feel) and the headline match your direct mail, email, ad or whatever else you used to drive people to the landing page. For example, let’s say you had an email campaign and you drove your customers or prospects to a landing page. If the landing page doesn’t match the email then people might feel that they were tricked and sent to someplace different. Matching the headline is hugely important as well. Remember that people on average take 10 seconds or less to decide on whether they are going to continue on your landing page or not.

2) Make sure that you are giving your customers/prospects just one thing to do once they visit your landing page. I commonly see sites that are more like resources sites with a bunch of links for whitepapers, etc. Here’s where our “direct response” or entrepreneurial approach to marketing comes in handy. My assumption is that you want to make a sale. If that is so, all you want is to have people is to hopefully qualify themselves and at the least leave their info so you can follow up.

Again, remember you only have a few seconds. If you were able to get their attention with your email or ad and drive them to your landing, you don’t want to confuse them or lose them. Make sure to give them clear direction as to what you are offering and what their call-to-action is (what you want them to do next).

Don’t try to do too much by giving them too much information or by giving them a way out by placing links that will basically send them away from your landing page before leaving their info on your form.

3) Make sure to place your form at the top or where it is visible once someone opens your landing page. If you follow number #2 above and you are providing your prospects clear directions as to what to do then you want to give them the vehicle to do it. Don’t make them search for it. Put the form right where they can see it. Normally that is to the side or right upfront but make it visible to your landing page visitor once they open your landing page.

There are more things that go into a top notch landing page but these are a good start. You can also get more specific info by subscribing to our online marketing course.

Feel free to email me your comments or questions at rvela@streetsmartvar.com.

Share This

---

• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
•