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How to Navigate Browsers to your Landing Page
By Ken Wisnefski, President,

How successful are your landing pages? The landing page is where you are making your money off goods and services.

Do you want your Web site to make you money? Landing pages are the places where you will make your bread and butter. The landing page is where you want your browser to eventually navigate and then make an action to buy.

Every page on your site should be facilitating the browser's route to the landing page and the content and design of the landing pages are especially important. The following article will provide insights on how to orchestrate effective landing pages.

Coordinating headlines

Do not confuse the browser. The landing page's headline should read verbatim to the ad or link that lead them to the landing page. This keeps the browser oriented and maintains their trust.

Make it clear

You want your landing pages to make conversions. Make the browser's call to action as conspicuous and easy as possible. Spell the process out for them and do not make it any longer than a few steps.

Write to the reader

Do not refer to yourself, but refer to the reader when writing the content. Make the language be about what the services or products can do for the browser and not what it does for you.

Do not try to impress

Make your copy succinct and free of anything too clever. You do not need to impress anyone with your writing skills; you want to make a sale - do not complicate things.

Keep their attention

You do not have to be longwinded with your reasons for the browser to make a purchase. Provide the most powerful information first and add any supplemental information. Craft your sentences so that you can tell the most information with the least amount of words.

Most Web readers are skimming. Break your points up into bullets and add spaces in between breaks in information. Tell the most important information first and logically progress.

People most often will read the beginning and ends of chunks of information and neglect the middle if paragraphs are large.
Make your paragraphs brief; if your paragraphs are more than four to five sentences, you are being too wordy.

You want the most important information to be at the top half of the page. Write for the screen - while writing the copy, visualize where the words will be in relation to graphics and other elements on the page.

Do not make a mess

Eliminate all extraneous matter from your landing pages. You do not want your browser to be distracted; you want them to be attracted to the call to action.

Having too many graphics and extraneous matter will only prolong the loading of the landing page - that is exactly what you do not want.

Do not ask too many questions

Many times, people try to employ some marketing strategies on their landing pages by asking supplementary information. This is not the place to do this - make the conversion process as simple and painless as possible for the browser.

There is no formula

These tips will help, but every industry is different. Look at successful peers in your industry. How have they constructed their landing pages? Do they incorporate sound, video, or interactivity?

Try, try, and try again

Do not construct one landing page and then leave things to hope and luck. Measure your conversions, do research, and try new and different things. As aforementioned, there is no exact formula or template for the ultimate landing page; success will be contingent on many factors.

Kenneth C. Wisnefski is the president of, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.

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