Landing Pages – Keeping them Focused

Landing pages are a great way of creating a web page that is totally focused on one thing – buying, signing up for a newsletter, or collecting email addresses in return for free reports.

The key word in the paragraph above is focus – so the content of your landing page will be dependent on what you’re trying to achieve.

So, as an example we’ll look at…

Landing pages for freebies

Offering free reports or white papers is a great way to build your marketing list.

If you want to capture email addresses, you have to give people something (of value) in return. Information is the cheapest option and, let’s face it, people love to get free advice.

So, how do you make sure your landing page remains focused on its task – getting people to enter their email address in a capture box in return for your report/white paper?

1. Above the fold

I’m sure you’ve heard that phrase before. Above the fold basically means keeping all your important information in your readers’ immediate eye line.

After landing on your page, they are unlikely to want to start reading reams of text, scrolling down until they find out what they need to know.

Therefore, it is important all the vital information is above the fold, including your opt-in (data capture) box.

2. Don’t confuse

Your landing page has one reason for existing, and that’s to grab hold of your readers’ email address. If you add unnecessary navigation and links to your page, you run the risk of them wandering off before they’ve signed up for your report.

All you need is a single page, without links, directing them to enter their email address into a box. That’s it, nothing else.

3. Benefits

Simply adding the title of your report/white paper next to your sign up box isn’t going to convince anyone to enter their email address.

Add some short, benefits-led copy above the fold. List the benefits in a bulleted list to show them, quickly, why they should sign up.

4. Quick!

If you give your reader time to think, they’ll probably wander off without signing up. Tell them the offer is limited to a certain time period. If they don’t sign up straight away they’ll miss out on this vital information.

5. Make it scanable

People don’t have time to read every word you write, so use white space, bulleted lists and sub headings to make it is easy for them to find the information they want. A graphic pointing the way to the sign up box is also a great idea.

Landing pages are great if they remain focused on the task in hand. Giving your readers too much choice is like showing them the door. Tell them what you want and make it easy for them to comply, without distraction.

Over to you

Do you use landing pages in your marketing? If so, leave a comment below and tell us your experiences and what you’ve found works.

Sally Ormond – freelance copywriter, blogger and social media addict

Briar Copywriting



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#1 Mike Robinson on 10.04.11 at 11:29 am

Absolutely spot on – it’s amazingly simple to write a landing page, yet amazingly frustrating when someone gets it wrong, usually because they have lost the all-important focus.

#2 Gemma Thompson on 10.04.11 at 4:43 pm

Thanks for this Sally – it’s something that’s been on my mind for a little while so have finally taken the plunge and am re-designing my site to make it more user friendly! After all, the people that visit the site are more important than me so I hope it will be worth it! Will keep you posted 🙂

#3 admin on 10.05.11 at 8:20 am

Hi Gemma, can’t wait to see it!

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