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YOURBUSINESS • Directional cues; and • White space. The "psychology" elements are: • Urgency and scarcity; • Try before you buy; and • Social proof. Examples of Landing Pages Copyblogger features a list-building page. They are attempting to "sell" users on the idea of handing over their name and email address. To provide an optimal lead-generation landing page, you will need to offer something for "free." If you are asking your website visitor for their email address, you need to offer something in return — this will increase your email list building rate by 200-400%. That free something can be something like a free ebook or instructional video; a whitepaper; an email course; free software and trials; and the list goes on. The key to the giveaway is that it needs to be digital and perceived to be valuable. Setting this up has become easier with new technology. You can have this ready in minutes if using something like Selz.com, which captures the email and automatically delivers the free digital item to that subscriber. You then link it to your email solution so that each email subscriber is automatically added to your email list. 2. The sales landing page: Once you have their email and their name you can start to engage with your prospect. That means building credibility and trust over time. This can be done by providing a stream of free and valuable content. The bigger the sale, the more trust building is required. The final goal is, of course, landing that sale. A sales landing page will have more information than the lead generation page. It will need to convince the prospective customer by providing them with the details they need to know to make them click on that "buy" button. According to Unbounce, a sales landing page based on "Conversion Centered Design" should have seven key elements which are categorized under design or psychology. The "design" elements are: • Encapsulation; • Contrast and color; 52 Now that you know the key elements that go into designing a "great" landing page, here are some real-life examples. Previously mentioned Selz.com uses its entire homepage as its landing page (see below). They keep it simple and design it with a call to action — in this case, a free registration to "Sell More Online." Hubspot was one of the original inspirations for me as a blogger and are a great example of how to use content to market your business. Its landing pages (on the previous page) ask for more information than most, but are used Selz features a simple design, and its landing page centers on a call to action — in this case, a free registration to "Sell More Online." to provide a more detailed and comprehensive profile of their customer that feeds into their database. This allows them to really understand their prospective customers. This example is not about selling a product but building an email list, and they offer free content in exchange for your name and email. Copyblogger (top of this page) features a list-building page. No selling is happening here except "selling" you on the idea of handing over your name and email address. This page displays the art of simplicity. ❚ Jeff Bullas is a blogger, author, strategist and speaker who works with companies to optimize online company presence and brand with digital and social media marketing. His book, Blogging the Smart Way, and his informative blog are available at www.jeffbullas.com. www.SecurityInfoWatch.com | SD&I; | January 2014