Landing Page Guideline #2: Captivating Readers with a Compelling Story

ARTICLE SNIPPET - A Great Landing Page is a Sales Letter that Establishes Rapport, Heightens Desire for the Product and Prompts a Purchase Decision

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 Guideline #2: Captivating Readers with a Compelling Story.

• Buying decisions are largely emotional.
• Consumers buy what they want, not necessarily what they need.
• Even if the reader, or user, has already decided to buy your product, they need reasons to take the next step.
• Great products seldom stand on their own or sell themselves without someone creating a story.
• Make sure your landing page contains an interesting, engaging, believable story told by someone your prospect can relate to and appreciate.

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