May 15, 2009

Long Landing Pages


Hostway Team

All of the conventional wisdom tells you to keep it short when it comes to Web pages. But is there ever a time when a long page is appropriate?

Landing pages are used with online marketing campaigns to convert visitors. When the campaign's aim is to make a sale, a long landing page is often the best way to give visitors all of the information they need to make the commitment to buy from you.

How to Layout a Long Landing Page

When you create a long landing page, it is important to design it so that it's easy to read and visitors don't get lost as they scroll through the page. To accomplish these two goals:

  • Keep all of the important information above the fold. Some people will be ready to buy after hearing your initial pitch. Give them all the important information and a way to respond (button or link) right away.
  • Include a Buy Now button every so often on the page. You never know which point will be the one to convince the visitors to buy. By offering them the chance to make a purchase every few inches without scrolling, you make it easy for them to take action as soon as they're ready.
  • Link back to the top after each section. People may become disoriented after scrolling through the page. Give them a way to get back to the top of the screen after each section so they don't get lost.

Sections to Include

When you're writing the text for your long landing page, consider how people make purchasing decisions. They will be asking themselves questions like "Can I trust this business?" "What if I'm not happy with what I get?" "Is this Web site safe?"

You can address each of these concerns by including:

  • Testimonials from satisfied clients.
  • Awards you've won.
  • Your return policy.
  • A link to your privacy policy.

And remember, even though you're creating a long landing page, do not include any information that is not a necessary part of the decision making process. All of your content should still be focused on making the conversion, no matter how long the page is.

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