The ABCs of Landing Pages That Work

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is for Analytics, without them you're lost. Ignorance is bliss only if you don't know the cost.

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is for bounce rate, how quickly they go. How many left that you did not get to know?

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JON H.

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05/17

is for Conversion, Call them to Act. The copy should lead them to something they lack.

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is for Design, with functional intent. The flow should earn visitors to help pay your rent.

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is for Engagement, a sensory affair. Spark their imagination to help keep them there.

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is for Flow, from headline to goal. The job of the words is to lead and to show.

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is For Goal, there should be only one! More than that and you might as well have none.

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is for Headline, without one you're dead. Its singular goal: get the next sentence read.

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is for Imagery, to engage all the senses. Metaphors and similes collapse all defenses.

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is for Justification, no claim should lack it. It isn't bragging if you have facts to back it.

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is for KPIs, the metrics that matter. For pages that hand you more sales on a platter.

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is for Layout, to complement design. If both work together the outcome's divine.

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is for Mistakes, some things to avoid. Clutter and confusion leave visitors annoyed.

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is for Navigation, I recommend none. We don't want them leaving 'till the copy is done.

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is for Optimization, to tweak toward the best. This requires you to measure and to test, test, test!

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is for Performance, the quicker the better. If it takes too long they won't read a letter.

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is for Qualifying, to include and weed out. Talk only to those you are truly about.

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is for Resistance, which just needs preempting, references build trust and make you more tempting.

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is for SEO, keywords that stick. Make use of the language that drove them to click.

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is for Traffic, starving and ready. If you slake their big thirst then the flow will be steady.

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is for Understanding, your customer ideal. For solving their problem with just the right zeal.

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is for Visuals, videos and images. A picture can show better than thousands of sentences.

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is for Writing, the heart of the matter. The Premise, the promise, in stages of chatter.

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is for XRay, for looking inside. From whence came your traffic, and what they decide.

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is for You, the soul of the page. Personality comes through as you write to engage.

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is for Zen, simplicity and peace. You solve their problem, and they'll pay your lease.

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