Landing Page Guideline #1: Writing Effective and Promising Headlines

ARTICLE SNIPPET - Far Too Many Landing Pages Fail Almost Immediately by Offering Up Lack-Luster Headlines and Subheads; Learn How To Deliver a Compelling Headline for a Single Product or Service

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 the Landing Page Handbook, we take a close look at headline writing. But first, here are a few quick tips for keeping visitors around and convincing them to order. You will find more on these tips and more on headline writing further in the chapter.

• Keep it clean, efficient, and focused.
• Write strong, engaging headlines.
• Don't make them wait!
• Make it easy to navigate.
• Keep it fresh.

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