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::: Advertising Promotion Web Articles :::


Business Web Advertising Landing Page Template

by Joel Walsh

If you're running an online advertising campaign such as Google Adwords or Overture (Yahoo! Search Advertising), you should make sure your visitor lands on a page that follows through on what the advertisement promised. If someone cannot find what they are looking for on a web page within 10 seconds of arriving, they will usually hit the "back" button and look somewhere else.

The special page made just for an advertisement is called a landing page, because the visitor "lands" on the page after clicking on the advertisement. Your advertising campaigns' landing pages (or sales pages) will probably be the most important pages on your website in terms of getting new business.

Yet many small business owners have never even heard of a landing page, and instead are wasting money needlessly by sending visitors from advertising to the website's homepage, where new visitors are less likely to find the information they need to become customers.

You can find good landing page ideas simply by searching on Google or another search engine, then clicking on the "sponsored" links on the right-hand side.

But if you need a good start, try this template. Just replace the brackets and their contents ([]) with the recommended content.

Landing Page Template

[Heading with Hook--Make sure you use your keyword at the beginning of the heading--the very first word(s) of the heading, if possible; this heading should be the same as or very similar to the headlines of your advertisements]

[Hook: Make an argument, beginning with a hook that relates to the heading above, and the text of the advertisement that links to this page. This paragraph should be one to three sentences. Make sure you use your keyword at the beginning of the first sentence--the very first word(s) of the first sentence, if possible. Put the keyword in boldface so visitors who are scanning the page for it will see it easily.]

Why do you need to buy [keyword] from [your business's name]?

Unique selling point 1 [keyword]
Unique selling point 2 variation on [keyword]
Unique selling point 3 [keyword]
[Call to action--buy, get, request, contact us. Use the keyword in the call to action.]

[Way of taking action--telephone number, buy button, contact form]

Tips

Make sure the telephone number, "buy" button, and/or contact form are very prominent, so prominent that the visitor will notice them immediately when he or she opens the page, even though they are at the bottom of the screen.

The above section should take up most or all of one screen view, roughly 600 pixels high (the traditional screen height of laptops and small monitors). Set your screen resolution to 800x600 and see how many lines you can fit in without having to scroll to see the bottom of the page.

Relatively few visitors will scroll further down the page--maybe 30% at most. The rest will either convert, click deeper into your site, or hit the "back" button. Of course, you should not neglect those visitors who do scroll further down the page, so provide some information for them below.

Not Sure You Need [Keyword]?

Need more information on [keyword]? Here are some important facts about [Keyword] and [your product or service's name].

[Unique selling point 4--use the keyword or a variation of it]
[Unique selling point 5]
[Unique selling point 6]

Contact Us to Get More Information about [keyword]

Call us, email us, or use the form below to ask a question or request a free, no-obligation proposal.

[way of taking action--phone number, buy button, contact form]

Tips:

Here you should insert more information for the page-scrollers--all those visitors who have indicated their interest by scrolling this far down the page, yet who have not taken the action suggested above in the call to action.

This is a great place for testimonials, detailed lists of the features of your product or service, comparisons with the competition, and other information useful to a buyer who needs to be informed before making a decision.

Tips for Writing a Sales/Landing Page

The page should have some kind of navigation options for people who like to click deeper into a site before taking an action such as contacting you or buying. Roughly half of your conversions will likely come from visitors who clicked deeper into the site before deciding to take action.

You should use one or two carefully selected images on your landing page. More than two will simply distract the visitor and make the page load too slowly for some visitors.

Only use more than two images if you need the images to convey your unique selling points--i.e., you're selling art, graphics, landscaping, real estate, or something else whose reason for buying is mostly visual. Images of people using your product or service are ideal. The more relevant the image is to what you are offering, the better.

Strongly consider putting a contact form on your landing or sales page. There will always be people who feel they need information that isn't on the website. Or maybe they just don't want to spend time sorting through the information on your site. For the same reason, you should place your telephone number in a prominent position on the page--the top right corner is a popular spot.

Of course, if your product or service generates so little revenue that you can't afford handling pre-sales communications, don't include contact information on the page.

After all, the goal of your business website's landing page is to make money.

About the Author

Joel Walsh has written more articles on getting sales and leads from your business website content: http://upmarketcontent.com?%20business%20website%20content



::: Advertising Promotion Web News :::


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Advertising Commission To Review Grant Program (The Morning News)
16 Feb 2007 at 5:05am
BENTONVILLE -- The Bentonville Advertising and Promotion Commission plans to review its tourism grant program to make sure it is on target with the group's purpose in promoting hotel/motel and restaur...
 
Databases to provide new way to advertise tourism (The Natchez Democrat)
16 Feb 2007 at 1:29am
NATCHEZ ? Natchez will soon have a speedier way of advertising. The Natchez Convention and Promotion Commission Board voted Wednesday to contract with a technologies company to develop databases so th...
 
Advance Auto Parts Announces Promotion of Tommy Merk (The Auto Channel)
16 Feb 2007 at 4:34pm
ROANOKE, Va.-- Advance Auto Parts, Inc. , a leading automotive aftermarket retailer of parts, batteries, accessories and maintenance items, announced today that Tommy Merk has been promoted to Senior ...
 
Centerton council considers creating A&P commission (NWAnews.com)
15 Feb 2007 at 9:37am
CENTERTON ? A Committee of the Whole made up of Centerton City Council members will meet Tuesday about whether to set up an advertising and promotion commission, the city?s mayor said Wednesday. (Bent...
 
Who's That (St. Pauli) Girl? (BrandWeek)
16 Feb 2007 at 6:10pm
CHICAGO -- Actress and model Bobbi Sue Luther is the St. Pauli Girl poster babe, but who is the barmaid in advertising supporting the German brew? Consumers can venture a guess on stpauligirl.com as p...
 
KTHV makes sales pitch to A & P group (Helena Daily World)
16 Feb 2007 at 7:21pm
Promoting tourism of Helena-West Helena is the top priority of the Helena-West Helena Advertising and Tourism Commission and the board commissioners were presented many ways to publicize the heritage,...
 
Bitrix Announces Partners Program for Web Site Developers and Integrators (PR...
15 Feb 2007 at 3:39am
Bitrix invites web site developers and integrators to participate in a Partners Program to expand development opportunities and increase business profitability. (PRWeb Feb 15, 2007) Post Comment:Track...
 
Men In Thongs The Center Of Copyright, Free Speech Dispute (TechWeb via Yahoo...
16 Feb 2007 at 6:28pm
Discovery Communications demands SpankMaker remove pictures of an advertisement campaign it sent out to several car enthusiast groups.
 


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