It’s been proven time and again that marketers lose significant leads and sales because the opening copy of their websites or landing pages doesn’t immediately identify what prospects are looking for.

Why exactly are prospects at your site?

The fact is, depending on what you’re offering, there could be several reasons for people to check out your website.

For example:

  • Sometimes your prospects simply want to learn more about your product before making their purchases – they need more assurance and convincing.
  • Maybe they had heard about your product and want to use the website to verify that your product is real.
  • Many will go to your website hoping for a better deal online.
  • Better still, perhaps they are there because they are ready to place an online order or request information.

It is critical to give them immediately what they want.

Once your prospect has made it to your landing page or website, it’s up to you not to slow them down by confusing them or hindering them from quickly getting what they came for.

If the prospect doesn’t immediately see the product or service promised in the direct mail piece, Facebook or banner ad, email, pre-roll ad or whatever media that directed them to your site, you have made a huge mistake and will lose leads and sales. 

That is one reason it is critical that you follow these 9 direct marketing rules for creating a website/landing page that increases sales.

#1: Don’t use a traditional landing page or website created by a general ad agency or web technicians — they will kill response.

#2: Make sure the website is specifically related to the message your prospect has just read.

#3: Make sure the website is primarily a mobile-optimized site.

#4: No warm-ups. Immediately identify your Unique Selling Proposition (USP) and key benefits.

#5: Create a hook. The easiest way is to create a site summarizing specific points such as “5 Shocking Digital Trends.” Then tease one of them: “You’ll be shocked by Trend #4.”

#6: To maximize your response, use direct response copy, not traditional advertising copy.

#7: Avoid art for art’s sake. Only use art that helps direct the eye flow to the copy.

#8: Whenever possible, put your offer upfront.

#9: Have a powerful CTA – call to action. Include promos and discounts if appropriate.

Use only a powerful direct response offer created by a direct response specialist. Make sure the website is specifically related to the message your prospect has just read in your marketing campaign.

In evaluating and critiquing websites/landing pages and direct marketing campaigns, I’ve found that failure to follow the above rules is one of the biggest reasons that campaigns receive low response and poor sales.

If you would like a FREE critique of your landing page/website, please contact me at (310) 212-5727 or email Caleb at


Here are the rest of this week’s articles: