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7 Tips on writing a web site landing page sequence.
Much has been said and written about how to optimize individual landing pages.
However, when you want a web site visitor to take an action, if often takes more than one page.
So how much work do you put into optimizing not just the primary landing page, but also the pages that follow?
Here are some tips to keep in mind as you write and optimize a landing page sequence.
1. If you can, reduce the length of the sequence.
If it takes three pages for someone to complete their purchase, registration or search, see if you can cut it back to two pages. And so on.
Why? Because you will never achieve 100% clickthrough from one page to the next. So the more pages it takes, the more people you will lose.
2. Keep each page on purpose.
Be very clear about the objective and purpose of each page, from the primary landing page onwards. Be clear about it yourself as you write, and make it clear to your readers.
3. Keep all the important information within one column and create a strong linear flow from top to bottom.
Multi-column pages are fine when you want people to browse and explore.
But when you want a specific action to be taken, you will increase conversions by confining yourself and the reader to a single column. Cut away any element that is not “on purpose”.
4. Write a strong headline.
This is pretty obvious advice. But you really do need to express value in your first few words. Get people thinking, “Yes, this is what I want.”
5. Work hard on the last few lines of the page.
With a multi-page sequence you need as many people as possible to move on to the next page. Just saying “Next...” isn’t good enough. Repeat the core value of your offer and, wherever possible, make an offer or promise an incentive or bonus at this point. You need to move those fence-sitters.
6. Consider adding an email-capture field at the end of the first page in the sequence.
And make sure you give people a good reason to add and submit their email address. If you get their email address at this stage, you can follow up with them if they don’t complete the purchase or registration.
7. Format your page text.
Use short paragraphs, bullet points and indents to make the page look easy to read, and to apply emphasis where it is needed most. Don’t over do it, or the page will look a mess.
Concluding thoughts...
What I have described above may remind you of some of those single-page sites selling information products.
And it’s true that these seven points follow the same direct response guidelines for an effective sales page.
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The key here is to follow the guidelines, but to keep the tone and pace in keeping with your own brand and positioning.
For some pages a quite aggressive headline may be the right choice. For another product, service or company, the same value should be expressed just as clearly, but without the aggressive edge.
It’s a matter of using a proven direct response approach and matching it to the feel and tone of your own business.
Remember, a multi-page sequence presents a real challenge. You can win or lose at any point on any page. Follow these guidelines to maximize the number of people who keep moving from one page to the next, and complete the final call to action.
Resource Reviews:
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