Stop putting up the barriers to response

Remember that simple landing page which I described yesterday? I bet loads of you were thinking: “yeah, but…”

Perhaps it’s time to stop being so negative. Can’t afford a website designer? Get someone to do it for you for a fiver. Can’t use outside services? Buy a template and make your own landing page. Can’t upload something non-standard to your corporate website? Create a new domain for a year, just for your landing page, for £50 all-in.

Great-Landing-Page-example

Do you consider the page to be too, well, simple? Throw away your prejudice and go with what works. I know many people will look at that single box above and say: “But we need more information than that”. But do you? If somebody sent you an email asking for a product brochure, with nothing in the email except the request and their email address, would you ignore it? No. You’d email them the brochure and ask how you could help further. You don’t really need anything more than the information required to fulfil the request. And if you want more, which you do, ask them for it on the follow-up. You know the score: “thanks for requesting our email newsletter, now put your address in the new form which has just appeared below, and we’ll post you our catalogue”. Or “if you’d like one of our technical sales team to call you and discuss your needs, enter your phone number below”.

You can do it.

Discussion

  1. Peter Mann

    > “thanks for requesting our email newsletter, now put your address in the new form which has just appeared below, and we’ll post you our catalogue”. Or “if you’d like one of our technical sales team to call you and discuss your needs, enter your phone number below”. <

    Interesting writing style, Chris – other than the 'thanks', no hint of a polite 'please' or 'would you mind' etc. Does such direct copy work?

  2. Chris Rand Post author

    I wouldn’t normally get too polite. It sounds needy. But I don’t have any evidence that’s the way to go.

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