The Core Of Your
Landing Page Strategy

      Your landing-page-design needs to have the right orientation if you want to see results from any of the other elements of the landing page.

      I was in the Adwords Excellence members area reading the section on pre-selling affiliate programs. They had some good tips for the landing-page-design that I had not heard before.

      If you are not familiar with pre-selling, it is the idea that people will buy more when they get to the sales page if you establish a relationship of trust before you send them to the sales letter. You can get an excellent free e-book on pre-selling here.

      The first thing to look at in your landing-page-design is the landing-page-graphics. The illustration or photo should convey the problem that your website visitor came to solve.       The reason for this is that when a person clicks on a link and ends up on your landing-page the first question in their mind is "is this page going to help me?" If they don't see something that tells them they are at the right place within a three or four seconds, your visitor will click away.

      Since the graphics are the first thing the eye goes to, if you have illustrated the question in the form of a graphic you will have an instant connection with your reader.

      As an example, if you have a website addressing debt problems, you could show someone holding their head in in their hands frustrated with the mound of bills beside them.

      The next thing to make sure you have is the caption under the graphic. It should elaborate on the idea behind the graphic... i.e. it should reflect the problem your visitor wants to solve.

      If you have done these two steps correctly your reader should naturally go to the headline. This is where you wanted them to be in the first place! Capture the attention in the headline, start reeling them in with the subhead and involve them in the story of your body copy.

      The main thing to understand is that all the elements of the landing-page should work together to establish a relationship with your reader. Know your reader. Use the same words they would use to describe the problem. Describe scenarios that she can relate to and draw her into a sense of safety and familiarity.

      Make your visitor comfortable in the environment you create for them on your website.

      If you come across as selling something your reader will turn off right away. You need to get them involved in an interesting conversation. Then, where it fits naturally, you recommend a resource that can help them further with their question.

      If they trust you and feel comfortable with you, they will act on your recommendation. That means you will get sales. The more worthy of trust you are, the more products and services you will sell.

      When you think of landing-page-design you may stop your thinking at the graphics or layout of the sales letter. Based on the material I read in the Adwords Excellence site I realized that the landing-page-design comes before the actual content of the sales letter.

      You need to plan out the feeling of your website. Your graphic, the flow of the heading, sub-head and style of your writing should all work together in such a way that the reader feels "at home". This is your landing-page-design.

      If you want to learn how the pro's do it, go to the niche magazines that deal with the product you are promoting. Magazines spend a lot of time getting an emotional feel for their audience, so should you.

      You can get more information about landing-page-design from the free membership on the Adwords Excellence site here. The section I was in is part of the paid membership.

Landing-Page-Course Table Of Contents

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