Landing Page Guideline #9: Providing Urgency and Content Freshness

ARTICLE SNIPPET - Few Things Destroy the Credibility of a Landing Page More Quickly than Content that's Out of Date. Remember to Keep Things Fresh and Always Offer an Urgent Reason for Visitors to Buy Now

Most people arrive at a website and within less than 10 seconds can determine whether it's clean, professional and worth their time. Your landing page delivers the first impression. It's usually the most important page on your site. It needs to be a fast, effective messenger.

With a quick glance, visitors to your site should know exactly what your site is all about or what your business does. Determine what image and message you want the customer to "get" in those first few seconds, and design your landing page toward that objective. Anything that distracts from the central message or image you wish to project should be eliminated.

The Mequoda online marketing experts have developed 12 guidelines for optimizing landing pages that support getting the order. In this chapter of Creating Landing Pages that Sell, we take a close look at Guideline #9: Providing Urgency and Content Freshness.

• Keep your content fresh. Few things destroy the credibility of a landing page sales letter more quickly and effectively than content that's out of date.
• Something as simple as displaying the current date on the site can help with content freshness.
• Aim to convey a sense of freshness, excitement, timeliness or discovery.
• Offer a mouthwatering, gotta-have-it special premium that they will receive immediately upon buying.
• Or create urgency by letting the reader know that the price is a "market test" and may change soon.

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