Did you know that your current landing page may be standing between you and hundreds, perhaps thousands of additional dollars sent to your business?

Well, you are not alone, so I decided to write up some little known secrets to increase your profits online.

Why bother with a landing page?

Well – imagine the perfect sandwich. It contains a top, middle, bottom.  The acquisition of clients is the top part, the conversion (and the juicy part) the middle, and retention/back-end the bottom part.  If you can make all three in a perfect way, you can eat your way to a great landing page business model.

Who should design the perfect landing page?

Aren’t you the King or Queen of Internet Marketing? Don’t you know your strategic and tactical angles the best of all? Wrong. Not when it comes to landing page design. It’s the visitor to your page that will help design it for you. But – only if that visitor is tracked and tested in such a way that you can quantify the relevancy and conversion factors of that visitor.

What I mean by that is – you need to test variations of your landing page and classify the “winning pages” (pages that converted) and constantly check your conversion rates. If a 100 folks click or find your webpage and 1 person engages, you have a 1% conversion rate. Your goal is to move this number up and tracking not only the CR (conversion rate), but the dollars associated with each offer and page.

Where do I start to write a landing page?

When you start working on the page, make sure that you start with the relevancy factor. Don’t try deceit, make it compelling and look to solve a problem for the visitor as your core message. Look also at your competition and move to a wireframe layout (where you can move things around), without getting too deep into details at first. Think about what possible headlines, offers and variations of those capture you the most intially. Then, add a scarcity factor to make the offer short-lived. You probably have seen count-down clocks and other imagery to show “limited supply” or “limited offer”.

Above the fold.

Furthermore, make sure that the message to engage the visitor is “above the fold” on the page, so they don’t have to scroll to see your most important sections. You have 5 seconds or less – “a blink of an eye” really – to convey your message and have them take action. A personal touch is always good, it helps to establish trust, which is a key component on the Internet, where visitors don’t know you. Try also not to just “pitch”, but make a softer sell, and think “informational”. If you are in e-commerce (transactional) – it will be different, but test everything as indicated below:

16 Top Things To Test – For More Money From Landing Pages (B2B & B2C)

  • Headlines – A strong, compelling, problem solving headline – relevant to topic
  • Price of offer – test different prices
  • Bonuses or other incentives
  • PS (p.s.) – at the end of your sales letter – many will scroll down your page and read this
  • Guarantees – ex: “90 day guarantee or your money back”
  • Audio – test with auto-play or not
  • Body Copy – short and long copy, maximize use of white space, and make it short – web readers “scan” the page
  • Header image and/or banner – Test by turning it on and off, different sizes and colors too
  • Site color/fonts – Red and Blue fonts work well, test it all
  • Sub headers, taglines – compelling “problem solvers”
  • Images – “hero shots” – personal pictures of people, then things
  • Videos – very powerful in the new YouTube age. Upload a video to YouTube and make sure to brand it on your page
  • Buttons – different colors, different text in buttons (not just “submit”, but “Yes, download the free whitepaper”, etc)
  • Your Logo – Show it, Don’t show it. (You’d be amazed what turning it off may do. Don’t do this if you are Coca-Cola)
  • Credibility, Legitimacy – Verisign logo, BBB, Hackersafe, Visa/MC, etc
  • Test your sign up forms, short versus long (short forms work better, but test this)

Testing all of this and in many ways can be daunting. You can use the web optimizer from Google to start, or write your own (I’m working on a simple, but effective javascript system). There are also vendors like optimost, vertster, kaizentrack and others. They can be very expensive, but worthwhile for the right business.

Visual weboptimizer is gaining ground. Check it out.

You, egotistic?

You should set your ego aside, and recognize that most new users who come to your website, has a “bad” or “I’m busy” attitude. If you can generate relevant pages that try to answer their problems quickly (“the 5 second rule to action”) – you are on your way. The 5-second rule (or less) must engage the user to do something on your site.

Look to overcome this user psychology and test your pages against them: 

“Hey, I’d like to buy, but:”

  • Can I trust you? If so, prove it!
  • Are others buying from you? If so, show me!
  • Are you going to be around if I buy from you?
  • Is this all too good to be true?

Alway make sure to apply good SEO – with onpage and offpage factors, a combination of TITLE tags, Descriptions, Headers, link structure, offsite links and more – watch your money and profits grow!


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.