All the reader has to do is click the link you provide to download the document from your website.<\/p>\n
![\"Always](\"https:\/\/thatwhitepaperguy.com\/images\/landing-page.jpg\")
<\/p>\n
So here’s the question.<\/p>\n
Why is it so important to create a special landing page for those prospects?<\/p>\n
Why can’t you just\u00a0send them to your home page?<\/p>\n
Well, first of all, if you dump potential customers on your home page, they could get lost. They could have trouble finding your offer and might give up.<\/p>\n
Or they might see something else of interest on your site and click away to that.<\/p>\n
Hey. You don’t want them randomly browsing your site. You want them to respond to your specific offer!<\/p>\n
The bottom line? When you send the reader to a landing page, you’re in control.<\/p>\n
So exactly how should you handle your landing page? Keep reading and I’ll share a few ideas with you.<\/p>\n
Landing page tip #<\/strong>1:
\nThank the reader for responding<\/h3>\nYou can begin your landing page with a brief headline like: “Thanks so much for responding to the e-mail we recently sent you!” This maintains continuity of communication.<\/p>\n
When they get to the landing page and see this message, they know they’re in the right place: at a special page created just for them.<\/p>\n
Landing page tip #<\/strong>2: Capture crucial data<\/h3>\nThe whole idea of lead generation is to get people to raise their hands and indicate some level of interest.<\/p>\n
When they identify themselves by responding to your offer, they enter the sales funnel. Then you begin the job of converting prospects into buyers.<\/p>\n
This means that before they get to download your white paper, they must provide some information about themselves.<\/p>\n
Beginners think that you should let people take advantage of the offer without having to provide the info you’re after. Wrong!<\/p>\n
Landing page tip #3:\u00a0Don’t ask too much<\/h3>\n
Ask for the minimum information you need. Maybe name, title, company, and e-mail address. The more you ask for, the more people you’ll turn off.<\/p>\n
Never ask people at this stage when they’re planning to make a purchase, or what their budget is. That’s way too pushy!<\/p>\n
Landing page tip #<\/strong>4: Promise privacy<\/h3>\nFor good reason, prospects are reluctant to give up personal information.<\/p>\n
They know all too well that if they’re not careful they may get an e-mail telling them that they’re eligible for a share of a Nigerian prince’s estate.<\/p>\n
Have a good privacy policy and make it crystal clear!<\/p>\n
Landing page tip #<\/strong>5: Keep the copy short<\/h3>\nThe landing page is not the place to be long-winded. Thank them. Convince them that their data will be kept private. Thank them again. Let them click to the download. Get in, get out.<\/p>\n
Landing page tip #<\/strong>6:
\nTest different offers and creative<\/h3>\nYou can test variables by sending prospects to unique landing pages. Just measure the respective click-through rates, and you’ll find out fast what works best.<\/p>\n
Landing page tip #<\/strong>7: Always\u00a0follow up<\/h3>\nAfter people take advantage of the offer on your landing page, work those leads! You should have follow-up messages ready to roll automatically.<\/p>\n
The whole idea of lead generation is to capture contact data and then press ahead with e-mail, postal mail, telemarketing, whatever.<\/p>\n
Failing to follow up aggressively is a big (and common) mistake.<\/p>\n
The take-away message from this piece?<\/h3>\n
Creating a great white paper is vital, but so is providing a landing page that does its job.<\/p>\n
<\/p>\n
Note<\/strong>:\u00a0For an example of an actual landing page created from one of my white papers, see From white paper to… landing page<\/a><\/strong><\/p>\n
\n
The whole idea of lead generation is to get people to raise their hands and indicate some level of interest.<\/p>\n
When they identify themselves by responding to your offer, they enter the sales funnel. Then you begin the job of converting prospects into buyers.<\/p>\n
This means that before they get to download your white paper, they must provide some information about themselves.<\/p>\n
Beginners think that you should let people take advantage of the offer without having to provide the info you’re after. Wrong!<\/p>\n
Landing page tip #3:\u00a0Don’t ask too much<\/h3>\n
Ask for the minimum information you need. Maybe name, title, company, and e-mail address. The more you ask for, the more people you’ll turn off.<\/p>\n
Never ask people at this stage when they’re planning to make a purchase, or what their budget is. That’s way too pushy!<\/p>\n
Landing page tip #<\/strong>4: Promise privacy<\/h3>\nFor good reason, prospects are reluctant to give up personal information.<\/p>\n
They know all too well that if they’re not careful they may get an e-mail telling them that they’re eligible for a share of a Nigerian prince’s estate.<\/p>\n
Have a good privacy policy and make it crystal clear!<\/p>\n
Landing page tip #<\/strong>5: Keep the copy short<\/h3>\nThe landing page is not the place to be long-winded. Thank them. Convince them that their data will be kept private. Thank them again. Let them click to the download. Get in, get out.<\/p>\n
Landing page tip #<\/strong>6:
\nTest different offers and creative<\/h3>\nYou can test variables by sending prospects to unique landing pages. Just measure the respective click-through rates, and you’ll find out fast what works best.<\/p>\n
Landing page tip #<\/strong>7: Always\u00a0follow up<\/h3>\nAfter people take advantage of the offer on your landing page, work those leads! You should have follow-up messages ready to roll automatically.<\/p>\n
The whole idea of lead generation is to capture contact data and then press ahead with e-mail, postal mail, telemarketing, whatever.<\/p>\n
Failing to follow up aggressively is a big (and common) mistake.<\/p>\n
The take-away message from this piece?<\/h3>\n
Creating a great white paper is vital, but so is providing a landing page that does its job.<\/p>\n
<\/p>\n
Note<\/strong>:\u00a0For an example of an actual landing page created from one of my white papers, see From white paper to… landing page<\/a><\/strong><\/p>\n
\n
The landing page is not the place to be long-winded. Thank them. Convince them that their data will be kept private. Thank them again. Let them click to the download. Get in, get out.<\/p>\n
Landing page tip #<\/strong>6:
\nTest different offers and creative<\/h3>\nYou can test variables by sending prospects to unique landing pages. Just measure the respective click-through rates, and you’ll find out fast what works best.<\/p>\n
Landing page tip #<\/strong>7: Always\u00a0follow up<\/h3>\nAfter people take advantage of the offer on your landing page, work those leads! You should have follow-up messages ready to roll automatically.<\/p>\n
The whole idea of lead generation is to capture contact data and then press ahead with e-mail, postal mail, telemarketing, whatever.<\/p>\n
Failing to follow up aggressively is a big (and common) mistake.<\/p>\n
The take-away message from this piece?<\/h3>\n
Creating a great white paper is vital, but so is providing a landing page that does its job.<\/p>\n
<\/p>\n
Note<\/strong>:\u00a0For an example of an actual landing page created from one of my white papers, see From white paper to… landing page<\/a><\/strong><\/p>\n
\n
After people take advantage of the offer on your landing page, work those leads! You should have follow-up messages ready to roll automatically.<\/p>\n
The whole idea of lead generation is to capture contact data and then press ahead with e-mail, postal mail, telemarketing, whatever.<\/p>\n
Failing to follow up aggressively is a big (and common) mistake.<\/p>\n
The take-away message from this piece?<\/h3>\n
Creating a great white paper is vital, but so is providing a landing page that does its job.<\/p>\n
<\/p>\n
Note<\/strong>:\u00a0For an example of an actual landing page created from one of my white papers, see From white paper to… landing page<\/a><\/strong><\/p>\n
\n