Landing Page Format: Headlines

When I started out learning all about Internet marketing and creating websites, I really had a lot to learn…

I was in an excellent mentoring program and was told to create a Landing Page for my website. Okay. I can do that…or so I thought.

Landing Page Format: HeadlinesWhat I thought I heard was “create a website.”

After a month of trial and error, mistake after mistake, I finally had created what I thought was a damn good website.

I had pictures and a lot of content and so on…I was so very proud.

When I finally revealed it to my coach, I wasn’t ready for what I was about to hear…

” Joni, I wanted you to create a landing page, not a website.”

What? I was absolutely devastated!

So, after crying a little, feeling defeated and somewhat of a moron, I asked the correct questions about how to create and format a Landing Page…

For right now, we’ll start with the headline…the most important part. But first-here’s how it goes:

A landing page consists of a headline, subheads, opening paragraph,
(optional) bullet points, opt-in box and PS’s.

Your Headline: You want to “grab” your reader’s attention instantly. Basically, this is the “ad” for your page, not necessarily the ad for your product or service.

While you are talking somewhat about your product or service, you are pushing a free offer to get the reader’s email information so you can build your list and sell to them.

You have to give your readers a very strong reason to keep their eyes moving down your page to learn about what you’re offering them.

1. Does it arouse curiosity?
2. Does it make a simple, easily understood, compelling promise?
3. Does it trigger the prospects motivating emotion that you identified in your market research?
4. Does it imply proof of promise of what your product/service can do for

***Promise them great benefits
if they’ll just stop and read your page***

Your headline must have “the look” to grab attention:

1. Make sure it is centered and balanced
2. Use color- most popular is red or dark blue
3. Make it bold
4. Font styles-most popular is San Serif, Serif, Georgia, Verdanda, Tahoma and Times (up for debate…)
5. Font size- Use larger lettering to stand out – 4″ depending on what program you’re using
6. You can use quotation marks
7. Underline important words if necessary
8. Where you break your headline is important

Example: Right Way… Grow Your Income 500% More
Even In the Current Recession!

Wrong Way… Grow Your Income 500% More Even
In the Current Recession!

A great headline uses one of the following:
1. a sense of urgency– Make $1,000 more this month by…
2. uniqueness– Why oriental women have beautiful skin…
3. being ultra specific– What never to eat on a cruise ship…
4. states something useful– An invitation to ski and save…

One way to help you with writing a headline is to look at your product/service and ask yourself: “What’s the Big Who, Where, When, What, Why, How?”

1. Who Can You Trust When It Comes to Home Remedies to Fight the Flu
2. Where Common Cold Germs Migrate and How to Avoid Them
3. When the Flu Virus Strikes, 12 Ways to Cope
4. What Never to Eat When You Have the Flu
5. Why Flu Home Remedies Are a Bad Idea for Most People
6. How This Doctor Treats Coughing, Wheezing, Sneezing People All Day Long and Never Gets Sick

We all have morals, values, beliefs, feelings and desires. Your goal is to motivate the reader to continue on. Use a headline that drives the stake directly in the heart of their most critical need, want or desire.

Landing Pages – One Specific Offer

Let’s dive in a little further on what Landing pages are and how they work…

The definition of a landing page: A focused offer page with only one call to action.

Landing PagesThis is also sometimes referred to as a “lead capture” page, which is adding the visitor to your e-mail list by persuading the visitor to complete one transaction.

You know what you want the visitor to do, and you don’t want them leaving without giving you their information.

– A newsletter sign up
– A membership site

Check out this landing page: 16-day eCourse “Create Your Own Income”

The focused offer here is to sign up for the newsletter only. To get the newsletter you have to enter your name and e-mail address. This is the only call to action on this page.

After the visitor has signed up, this marketer can stay in constant contact by email, recommending other products and services and providing value through articles, tips etc., and also marketing his/her own products and services.

Now there is a difference between a landing page, (again this is a lead capture page to get the visitor’s name and e-mail address to be able to send them information) and a web site, which is pages and pages of content with many links distributed throughout.

Example of website:

This web site displays pages and pages of content about coffee. Different blends of coffee, coffee makers… There is no specific call to action on any page.

Using a landing page, you have one chance to grab the prospect’s attention, keep them interested, feed into their desires and call them to action, known as A-I-D-A;  Attention – Interest – Desire – Action.


1. You don’t want the prospect to leave your site. You only have one chance to get their information.

2. The way you communicate your message will bring you success or failure. Make it as strong and compelling as possible, something the reader has to know more about and will give their information to get it.

3. You do not want any other links on that page. You don’t want the prospect to click off your page and go elsewhere. Chances are once your prospect clicks off your site, they probably won’t return.

When using a landing page, don’t try to sell the product or service. You want to sell the benefits of the product or service to the prospect.

You want your product to be unique and different. Ask yourself:

Which area am I different from my competitor?
– The price?
– The guarantee?

What can I offer my prospect that would specifically benefit them?

– Give away a free product such as an e-book, video series, audio
– Do a 7-part e- course training in your niche

Always keep in mind it’s all about your prospect…what’s in it for them, how will they benefit by signing up, and will your product or service ultimately solve their problem.

What Are Landing Pages and How To Create Them?

Landing pages are the logical extension of advertisements. When people click on your one-line ads, it shows their intent in knowing about the product or service more, which further increase your chances of leads actually converting into sales once they reach your landing page. For small business entrepreneurs, creating landing pages is yet another way to generate revenues.

How To Create Landing PagesHowever, a large number of businesses are unaware or ignorant about how to create landing pages.

Sometime they publish too generic of content that robs the reader’s interest or sometimes their landing page is never-ending, which again proves to be futile.

If you are interested in creating sales landing pages, consider these four questions first:

1. What does the landing page offer?

When a prospective buyer clicks through the advertisement and reaches the landing page, the buyer does not want to be bombarded with irrelevant information or sales pitch. They want the landing page to tell them upfront what the product or service is all about and how it can benefit them.

Most importantly, remember that not all visitors actually read through each line on the page. They scout for relevant information and if that information meets the visitor’s needs, you can expect a sale. Landing pages are for selling products and services upfront; therefore, don’t linger too much. Visitors will lose interest.

2. What is the target market?

Your landing page should fulfill the interest of the target market. First and foremost, find out your target market. On that basis, you are going to use AdWords and create AdSense ads. When you directly refer to the target market, it shows them that you understand their needs, motivations and preferences, which will result into sales conversion.

3. Why is the target market interested?

The interest of your target market on your product solely depends upon what’s on offer that is, how is your product or service different from other marketers in the same segment? What is the USP of your business?

Once you can underline and present it in front of the target market through your landing page, you accomplish an important step of converting leads into sales.

Moreover, you can analyze the intent and interest of the target market through the keyword search engine tool. First, do a test-run for few days. See what keywords are receiving more clicks than others. On this basis, you can build and target your landing page.

4. How can the target market get started?

Be specific about the details and instructions placed on the landing page. Don’t misguide or make promises you cannot fulfill. The landing page should instruct clearly the action you want the visitors to take.

Do you want them to purchase the product or service? Do you want them to sign-up on your mailing list? Are you giving bonus gifts in lieu of visitors signing up for your mailing list? Coupons, bonuses, guarantees, and Call to Action messages are some of the most important items on a landing page.

Landing Page Types and Their Uses

There are two kinds of landing pages: transactional and referential…

Transactional Landing Page: This kind of landing pages demands some action from the visitor before unveiling further information. This action could mean filling out web forms with name and email ids or interaction with certain advertisement.

The ultimate goal is, of course, the sale of the product or service. When the visitors ‘transact’ with the landing page, this is known as “to capture the lead” or “conversion” in economic terms. You can measure the quality of your landing page by the number of conversions.

Referential Landing Page: This is the most common landing page seen online. The reference landing pages meets the objectives of the advertiser through strong sales copy, images, and placement of links at relevant places. See our 12 step blueprint to write a strong sales copy.

This form of landing page has a clear ‘call to action’ message. ‘Webvert’ is a special kind of reference landing page that uses Google AdWords and AdSense tools to generate leads and interact with the visitor. It is an ethical landing page, designed by using AIDA principle.

Webvert shows the quality scores of Google AdWords, meaning the keywords performing better or less are displayed on the AdWords report. This information can be used to tweak marketing strategies and also control advertisement costs.

Pay Per Click (PPC) campaigns and social media networking are the most common ways to promote landing pages.

Tell us your success stories with creating landing pages and subsequent conversions!!!