Marketo, a marketing support company offering extensive support tools, has released a paper called Building Effective Landing Pages, which looks at the best practices for a compelling landing page, one that people will read and respond to. They have described ten aspects to good landing pages:

  • Layouts and Templates mattter; the landing page should focus on a single call to action, such as access to a download or receiving a demo.
  • Graphics help. Include a logo or a photo and make it clickable.
  • Helpful Content: Enough information,straight and to the point, that people sense your expertise on the topic.
  • Bullet Points for readability. A lot of people who visit your landing page will only read the headline, bullet points and a biography, if one is included.
  • A Call to Action: But don’t ask for too much information.
  • Offer a White Paper, Registration at an event, etc, to elicit their opt in: Email the white paper to the prospect. It ensures that you get a valid email address.
  • Include a Confirmation/Thank You Page with follow-up offers: Respond immediately to their opt-in with an offer of something else they might be interested in.
  • Choose the landing Page URL carefully: The name of the page is weighed heavily by search engines.
  • Define Meta Data carefully: Search engines weigh meta data in sorting their results lists.
  • Finally, Test so you will know what works and what doesn’t.

Marketo is offering a free download of this report here.

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