Inbound Marketing Pick of the Day: Getting Results with Landing Pages

/ by Chris Murvine

In today's Inbound Marketing Pick of the Day we focus on landing-page optimization and a great post from @MichaelHyatt.

7 Characteristics of Landing Pages that Get Results

In the post, Michael shares 7 things you need to seriously consider when building landing pages for your inbound marketing efforts .. and he's spot on as usual.

Here is Michael's list:

  1. Headline. You need a strong, compelling headline. Nothing else on your page is more important than this. If they aren’t drawn in by the headline, they won’t see everything else. I highly recommend David Garfinkle’s book, Advertising Headlines That Make You Rich: Create Winning Ads, Web Pages, Sales Letters and More. Priceless.
  2. Sales Copy. You need to write compelling sales copy that starts with your prospect's problems and concerns, explains why your product is the solution, and makes a compelling offer. Again, I strongly recommend David Garfinkle. You can’t do better than his course, Fast, Effective Copy. I refer to it weekly. It is worth every penny.
  3. Product Photos. I mentioned this in my post about “How to Create the Ultimate Online Media Kit.” I use BoxShot 3D. It gives you the tools to make the product the hero.
  4. Testimonials. Nothing convinces prospect like testimonials. I try to get both celebrity endorsements and user or reader endorsements.
  5. Guarantee. People may be nervous about buying a product online. They may not know you. There are a thousand and one reasons why they can’t pull the trigger. Make it easy. Take the risk out of the transaction. Promise to refund their money promptly if they are not satisfied. I have only had five refund requests after thousands of sales. If your product is good, it is not a risk.
  6. An Offer. This is where the rubber meets the road. You have to establish a price and make an offer. Don’t sell yourself short. I price-tested my ebooks at $9.99, $19.99 and $29.99. I actually sold more at $19.99 than $9.99. I think this is partly due to the fact people impute value based on price. If you charge more (within reason), they assume the product is worth more.
  7. Call-to-Action. You must have a clear call-to-action. It must also be positioned in a prominent place. I suggest the upper-right-hand corner of the page. Ask yourself, What is the single action I want visitors to this page to take as a result of reading my copy? I indicate my call-to-action with a big red button.