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Tuesday, July 20, 2010

Online Marketing: Good Landing Pages Are Easy to Follow

Written by  Duane Bailey

You’ve succeeded in directing potential stakeholders to a landing page on your website. Now what? How do you convert them from potential to actual members, constituents, or clients?

Make it easy for them to follow. Minimize distractions. Use short messages. Keep it simple.

I gave this some thought recently as I was running on a trail around a lake (I like to run in my spare time, what can I say?). The trail traversed through the woods and, for the most part, was fairly well marked. Along the way, however, there were many tempting distractions – a marina, lakefront vistas, and abutting trails that lead to places other than to my intended destination.

When I started on the trail, my plan was to run the 5-mile circuit and end up exactly where I had started, which was where my car was parked. It wasn’t long before my curiosity got the best of me and I soon veered off course...

Is your target audience having a similar experience with your landing page? A landing page is a place where you exchange information with potential stakeholders in your association, government agency, or corporation. Your goal is to convert them to actual members, constituents, or clients by providing them with enough information to complete a transaction.

Good landing pages need to minimize distractions, like links back to your homepage or other enticing places. These are abutting trails – they will sidetrack your visitors and lead them away from where you want them to go.

Use short and consistent messages to direct your visitors to the finish line. These are signs along the trail. Restate your elevator speech and the message of your campaign without adding extraneous information. Make sure your clients can read and grasp your messages quickly.

Finally, keep it simple by including lots of open space. Arrange open space so that your landing page is visually appealing. Use it to keep your audience focused, like I used the lake as a frame of reference while running on the trail around it.

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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