Websites and Landing Pages

The two primary applications for copy on the Web are Web sites themselves, especially the homepage, and landing pages, which are placed on a site as part of a promotion previously communicated by email or some more traditional method. Oversized postcards are one way to attract traffic to a Web site, for example. Navigation is also a critical part of any Web site's success.

Here again, many of the traditional “rules” of direct marketing have been shown to be highly effective. A prominent, benefit-laden headline expanded upon by a sub-head or "deck," followed in turn by brief paragraphs of text and ending with a call to action.

A landing page should relate the prospect immediately to the email or other communication he or she previously received, reprising the offer and expanding upon the product or service and the opportunity it presents.

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