Landing Page Tips Part 4: Planning Your Landing Page Theme

Perhaps the most important part of creating a landing page is
planning your landing page theme. How you select your theme,
of course, will all depend on how you plan to generate traffic.

If you decide to generate traffic through search engine
optimization, planning your landing page theme will entail
finding phrases within your niche which have a high demand
(aggregate search value) and a low supply (small amount of
competing sites) and then creating multiple landing pages,
each which is optimized around a different phrase.

If, on the other hand, you decide to generate traffic through pay
per click (PPC) programs, such as Adwords, planning your landing
page theme will again entail tuning a number of different pages to
fit the keywords you are purchasing.

This is actually where most people fail when they create a landing
page: they don't tune it to fit a specific audience. For instance,
in the case of a squeeze page for a newsletter, they might start a
newsletter about toys, but they only create one landing page and
send all traffic to it. This is a big mistake.

Chances are, if you create a quality product or newsletter, it can
benefit a number of people. So why not communicate the exact
benefits they will derive from subscribing or buying? If, for
instance, you have a newsletter about legos and toy blocks, so you
group it under the loose heading of “toys,” a visitor who is looking
specifically for information about either legos or toy blocks will
click off your page if they don't see the direct connection to the
exact topic for which they were searching.

Instead, you will want to setup a page centered around legos and a
page centered around toy blocks. On each page, you will want to
communicate the specific benefits to joining the list for each of
those groups of visitors.

Going one step further, in addition to planning your landing page
theme, if you are creating a landing page for a newsletter, you may
also want to segment your list, so you can send information
specifically about legos to those who request it – and information
about blocks to those who request it.

Stay tuned for Part 5.
Click here to read Part 3

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