Landing Page Guideline #3: Webifying Content to Maintain Interest

ARTICLE SNIPPET - Webification is the Most Efficient Use of All the Multi-Media and Interactive Technology Available, Without Letting it Outshine the Sales Message on Your Landing Page

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 #3: Webifying Content to Maintain Interest.

• By "webification" we mean the most efficient use of all the multi-media and interactive technology available.
• This does not, however, mean using technology just because it's there.
• Never let the technology outshine the sales message on your landing page.
• Don't let your readers be so dazzled by the bells and whistles on your landing page that they forget to buy.
• Technology should be used to enhance the sales message, not to replace it.

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