Do People Hate Your Landing Pages?
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First of all, I’m assuming you know what a landing page is. And secondly I’m assuming you have some. None of that may be correct. However, if you are building an information marketing business you are going to need landing pages at some point, so now is a good time to learn about them.
A landing page is also called a squeeze page or opt-in page. It is generally a stand-alone page that may scroll for quite a ways, and it has one purpose only: to get people to provide their email address so that you can add them to your list. That’s it.
Landing pages are very familiar to most people because they generally have a headline in a very large (often red) font, and that headline is often a question. Then there are a series of paragraphs, broken up with subheadings and “buy now” buttons. I’m sure this is sounding familiar by now, right?
Well, Cory Eridon wrote an article on HubSpot in April of 2012, but it’s one of those oldies-but-goodies that none of us should miss. Eridon says,“ Convert site visitors into leads with well-written content and compelling CTAs/offers, not interruptive gimmicks.”
Converting site visitors means inducing them to make a purchase and CTAs are calls to action, meaning an actual request like “now press the yellow BUY NOW button. “
And finally, Eridon says, “This is the worst offender in my opinion — when someone lands on your site, do they know what to do? Alright, maybe they don’t like your stock photos, or perhaps they see a ‘Contact Us’ form that grinds their gears. But visitors may be able to look past those things if they can immediately see what your website does, what the value of that is, and what they should do next. “