Landing Pages, Part Two: How to Craft Your Landing Page Message

If you read our post on landing pages a couple weeks ago, you know how important it is to anchor your search marketing campaign with a landing page. But what makes for a good landing page? That’s a whole ‘nother ball of wax.

Eight out of ten times you conduct a search for a product or service, you will click on a paid search ad that leads you to a landing page that doesn’t speak to the two questions all searchers are looking to get answered: “How can you solve my problem?” and “Where do we go from here?”.

Simply put, most landing pages do not have a clear and concise call-to-action that spells out exactly what action they want the user to perform.

The key to a good landing page is to always focus your messaging in a way that guides users as to what you want them to do.

Here are a few best practices to go by when trying to develop your landing page message. Continue Reading…