Your PPC Landing Page: Salesmanship In HTML


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harryhuxford | Friday, October 22nd, 2010

Filed under: PPC Tips & Advice

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If you can define copywriting as “salesmanship in print” then your landing page can be defined as “salesmanship in HTML”. In many ways, your PPC landing page is similar to a 30 second TV or radio commercial in that audiences are given three main messages in chronological order: WHAT, WHY and HOW.

What

Within the first 5-10 seconds of a commercial, I should know WHAT is being offered. WHAT type of product? WHAT kind of service? Exactly WHAT will I receive for my time or money?

Why

Within the first 15-20 seconds of a commercial, I should be on my way to understanding WHY I should choose the promoted product. WHY can’t I get the product’s benefits anywhere else? WHY are other people using this product and not competitors’ products? WHY will my life be better with the product than without it?

How

In the last 10 seconds of the commercial, I should know HOW to get the product or service. HOW much time and money will it cost? HOW do I apply? HOW easy will the whole transaction be? If there is a waiting period, HOW long is it?

When To Redesign Your Landing Page

Granted PPC landing pages aren’t constricted to 30 seconds and visitors can stay on the page for as long as they like; your landing pages still need to deliver your WHAT, WHY and HOW messages in a timely and effective manner.

  • If there is any confusion as to the WHAT, WHY and HOW of your message, you need to redesign your landing page with more clarity.
  • If your landing page is so cluttered and distracting that the WHAT, WHY and HOW of your message is lost, you need to redesign your landing page with less noise.
  • If the presentation and language of your landing page is so cumbersome that visitors require more time than necessary to see WHAT, WHY and HOW, you need to redesign your landing page with more efficiency.
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    Fire up your Analytics or other web tracking tool and find out visitors’ average time spent on your landing page. Then devise a storyboard for your landing page’s content. Your landing page should waste no time introducing visitors to WHAT they came for. It should then drive home your strongest points as to WHY your product makes lives easier and WHY it is better than the other guy’s. Your story should conclude with a clear message as to HOW visitors will apply for your product or service.

    Do you have any other tips to maximize the efficiency of landing pages? Please let me know in the comments!

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