Next time you run an advert or have a direct link to your website, make sure you create a specific landing page that relates to the advert or information. For example, if you are offering a free
guide, then take people directly to the page about the guide; www.brightermarketing.com/marketing-book, not your home page. It is vitallyimportant that visitors don’t have to spend time trying to find the information they are looking for, so here are just a few tips

* You must capture attention immediately. When the visitor arrives on your landing page you have only seconds to persuade them to stay, they need to see immediately what’s in it for them. The information on the top half of your page matters more than any other content - it is what the visitor sees when they click through from your advert. They shouldn’t be expected scroll down to find the information they are looking for.

* Repeat the keyword or phrase they searched for in your headline and tell them how you can help them. Your headline must stand out and make them take action. If you offered a free guide or “white paper”, use a picture of it with download instructions and a killer headline that makes them want to download it straight away. Pay particular attention to the first few lines of copy after the headline and be sure to highlight the benefits of your product or guide; remind them why they need to take action.

* Only sell what they are looking for. To secure good conversion rates from your adverts, only give the visitor the information they are looking for. Don’t include background on the company or information about other products and services - keep the page focused on what you promised in the advert. If possible, aim for a plain landing page without lots of navigation to tempt the visitor away from your landing page - if they go digging around your site, you won’t convert them. Consider including footer navigation in a text format or a link to your home page once they have taken up your offer.

* Be brief but concise. Most visitors don’t actually read landing pages, they just scan them. A strong headline with the benefits bullet-pointed and keywords or phrases in bold will grab their
attention. A short audio clip or video will engage the visitor and make them want to listen to or watch what you have to say.

* Gather only relevant information. If you want information from a potential client in return for a guide or “white paper”, only ask for what you really need. Being asked for lots of information can
put people off. As a minimum, ask for their name, company and email address - you can contact them later to find out more.

* Follow-up or conversion page. Don’t forget to say thank you. After the person has provided their information, take them to a thank you page to let them know what will happen next and include a link to your website’s home page or blog.

Don’t just send visitors to your home page, given them what they were looking for quickly and easily.