What makes a landing page that creates response and profits?

Your leads have opened your direct mail or email or clicked your Facebook or digital ads.

They come to your website or landing page, but instead of being intrigued and excited about buying or discovering more about your product or service, they’re bored, stiff, confused, or just annoyed.

Then, they’re gone.

Whether you spend thousands of dollars for a remarkable direct mail package, pre-roll, or a few bucks for a pay-per-click ad, you don’t want to waste a dime.

However, an ineffective landing page could kill your whole marketing campaign and be an antimarketing waste.

So… how do you create an excellent landing page?

These 7 simple tactics will help you do it right:

#1: No navigation distractions. Don’t distract your website visitors with multiple options. Your goal is to keep them on your page… not to allow them to click away to something else.

#2: A strong, powerful, benefit-oriented headline that corresponds to the message that brought the visitor. One example of a great headline we used for a precious metals and investment client of my ad agency, CDMG. It says: How to protect and grow your money in the inflationary times ahead.

#3: Identify your Unique Selling Proposition (USP). Make sure it’s at the top and the end.

#4: Enough copy to reinforce the first message they read from the email, digital ad, TV, or whatever drove them to the landing page.

#5: Use of direct response copy and direct response art. Direct response copy and art will ensure you make a sale – not just impress visitors with cute copy or beautiful graphics.

#6: Testimonials. If you use video and/or written testimonials, use a “star” rating system on the testimonials.

#7: Use a comparison chart. This is a perfect place to show your benefits.

#8: Video. Reinforcing the benefits of your offer using test results, benefits, and great direct response copy video will increase your results.

#9: A strong Call to Action (CTA) should be included in telling the prospect exactly what you want them to do.

#10: An efficient, 1- or 2-step process for the shopping cart. Making a purchase should be fast and easy. Otherwise, you’ll lose potential buyers.

#11: Use Two Landing Page Strategies, one for desktop and one for mobile. Most marketers use auto systems to reformat a desktop version with a mobile-optimized version. Don’t. It will kill your mobile response. Customize the mobile version using direct response strategies.

Never drive the prospect to your main corporate website — or violate any of these 10 tactics.

Here is what my CDMG team did for a weight loss program.

“Super Food Weight Loss Accelerator” is an alternative health product that is extremely effective in helping customers reach optimum health and weight levels.

Distractions are non-existent on the mobile and desktop landing pages we created for them.

Plus, we use a strong headline: New Weight Loss Accelerator with 4X More Power… Melts Away as Much as 24 ½ Pounds of Fat in 90 Days.

To accentuate important points of the direct response copy, applying boldface or color to type brings out the key points and speaks directly to readers – especially those who might skim copy looking for summary information.

The landing page also includes enough copy to reinforce the first message and testimonials from satisfied customers with photos of the person to strengthen their words.

Watch this short video to learn more about what makes a good direct marketing landing page.

It’s about 3 minutes long. Click below:

If you want to create a strong, sales-boosting landing page, call Michael Oppenheimer at 615-933-4647 or email him at [email protected].