An important part of building an email list from your web traffic is to create compelling landing pages that offer something of value to your visitors.

A well constructed landing page is like an easy-to-scan summary of all the usual pages you have on your site connected to the particular service or product you are offering. The goal of your landing page is to quickly present the essential benefits of your service or product to your page’s visitors and have them take some sort of action so you can follow up with them later.

Creating a basic landing page

1. Start by asking yourself some basic questions:
2. What am I offering to my visitors?
3. What needs and concerns of my visitors am I trying to appeal to?
4. Why would the person visiting the page be interested in my offer
5. What do my visitors need to do to sign up or purchase?

Start by writing a list of all the ideas you come up with. Then boil it down to its essential elements. Here are some essential elements to consider:

Landing pages need a strong CALL TO ACTION

Your landing page should always contain a straightforward request that the visitor purchase, sign up, call or perform whatever action you need to initiate contact or a sale.
Also, your landing page should also contain simple instructions on exactly what to do. For example: Fill out the form on the left hand side of the page within the next 24 hours to get your free gift. Shorter statements are also very effective… phrases like: Buy Now- Limited Offer, Purchase Today, Subscribe Today, etc.
Your call to action should always be linked to your sign-up page or order page. People will click on the call to action.
Your call to action should be presented at multiple points in the copy flow of your landing page. Include a call to action near the top of your page for people who are already familiar with your product, or people who are just plain impulsive. Add further calls to action throughout the remainder of the copy on the page. Different people will become convinced at different points in your page.

Make is easier act by offering a bonus or freebie

People love the idea of getting something free. On a landing page it can be very effective. Even if you are not able to get the visitor to commit to the main product offer if you can get them to sign up for a free report, coupon or something that requires their email address to access it will give you a second chance to follow up and win over a more cautious customer.

How long should your landing page be?

While there is no consensus on an ideal length for an effective landing page it seems logical that more costly or unique an items is the more content will be needed to persuade the visitor to make the buy or request further information. But it your page becomes longer be sure to continue to sprinkle you calls to action within the extended content.

Using white space, headings and colors on landing pages

Use headings and blank space to make it easier for your visitors or readers to quickly scan the page and get the basic concept without having to read every last word. Also separate distinct elements or concepts with different but complementing colors.

Using images on landing pages

Your reader’s eyes are attracted to images. This common sense observation has been confirmed by multiple eye tracking studies done over the past 10 years. Because the eye jumps to images by sure to place images strategically so they don’t lead your visitors away from your main message.
Generally try to place images on the left hand side of the page to ensure proper eye flow on your page. Your readers eyes are trained from youth to read from left to right then down. So, images placed to the left of copy will cause your readers eyes to skip your copy and then move down or even OFF your page. It takes more effort for your reader to  backtrack to the left and re-read your copy.
For this same reason do not place superfluous images on a landing page.

Using Testimonials on Landing pages

Testimonials on a landing page can be very effective. Make sure to ask some of your satisfied clients and customers for testimonials of your product or service. Let them know you are going to  use their comments on your own sales pages. Most will be happy to comply. When you include testimonials try to add details that add credibility. A testimonial from simply “John B.” is not as good as “John Baker, President – Acme Widgets, Chicago IL,  jbaker@acmewidgets.com”. Adding a photo with our testimonials is another excellent touch that helps pass the credibility test.