7 Elements of a Perfect Landing Page
By Joy Gendusa
Landing Page Definition: A webpage intended to identify the beginning of the
user experience from a defined marketing effort.
Landing pages are an integral part of your direct mail marketing these days,
for the main reason that they finish the communication once started by your
direct mail postcard. No longer is it in vogue to direct a prospective
customer directly to your website to get lost in all the different services
you offer trying to navigate to find the answer to what you are specifically
promoting to them. To help you understand the key elements you need on your
landing page, I have culled together the 6 most important tips and the
rationale behind their usage.
Every Landing Page should have:
1. A design & color scheme that matches the ad that brought them there.
The reason for this is you don't want people to think they ended up in the
wrong place. You are communicating a particular communication (service or
product) and you want to make sure that your landing page has the same look
and feel as the ad that directed them there for further information.
2. Additional information about the topic in the ad that brought them
Since you are continuing the communication with a landing page, you want to
ensure that you do just that. If there is nothing new in the landing page,
your prospect is going to wonder why they visited your landing page because
they've already gotten all the data - and then they are going to leave your
landing page. That is not what you want them to do. You want to give them
some more information that is new data, such as more information on the
offer, links to get more information, or even a giveaway. But don't give it
all away there either. You are warming them up and want them to keep
3. Make sure there is a good reason for them to go to your landing page (e.g. coupons, reports, additional access to information, free
consultation, free samples).
More people are going be interested in getting something or learning
something rather than being sent a sales pitch - so giving something of
perceived value away for free - like a white paper or informational report
or additional access to information or even coupons, etc. - these can
position YOU or YOUR COMPANY as the experts in the field.
4. A fill in form to capture data
Don't just give the stuff away that I mentioned above without getting
something in return. Make them fill out the form so you can collect their
contact information. That is the exchange. It won't cost them money, but
they have to give you their contact info (so later you can sell them stuff).
The reasoning is this. You are moving people through the sales process - you
don't only want the people who are ready for more information (which are
your hottest leads). You want everyone, so you need to find ways to get
their information and then you can continue to work them through to the
point where they are interested in getting more information about your
service or product. You do this by continually communicating to them, but
you are going to have to give away something first in exchange for their
very valuable contact information.
5. Add 'Trust Logos ... online security, BBB, affiliations, etc. Anything
you have to build credibility.
The more things people see that they are familiar with, the more they are
going to trust something. Let's take an all-too-simple example. You have a
certain kind of dog. Your dog is sweet and is the best dog in the world.
Most likely when you see another dog like yours, you are going to have a
natural affinity toward that dog.
Same goes with logos that people trust and are familiar with. Position your
site with identities people already trust and are familiar with to increase
your own credibility. You are basically saying, "These people trust me, why
6. All your company's contact information so that your prospect can take
the next step in whatever way they feel is necessary (email, phone,
There are a lot of people that are further along in the sales process than
the barely-warm or luke-warm lead. Those that are hot will want to contact
you, so you need to have the information visible for them to do so easily.
Make sure you have all your contact information on your landing page.
7. A dedicated phone number.
In order to track reaches that find your landing page you could have a
dedicated phone number just for that page. That way you can see who is
calling because of the data on the page. Using a service that also records
the incoming calls to that number can help you on the sales end too.
About Joy Gendusa:
Using a powerful, simple, extremely cost effective way of communicating with
customers has earned JoyGendusa Inc. Magazine's recognition as the nation's
fastest growing direct mail postcard-marketing firm with year 2007 revenues
close to $19,000,000. Gendusa began in 1998 with zero investment capital.
Today, her Clearwater, FL firm called PostcardMania, employs over 150 people
and prints 4 million and mails 2 million postcards representing 33,000-plus
customers in over 350 industries each week. In keeping up with their
innovative nature, PostcardMania has embarked upon offering web services for
their clients to immediately increase the return on investment to the direct
mail marketing campaigns they sell. Visit