SUBJECT: Landing Page Blueprints Lesson 4 of : Planning Your Landing Page Theme

Hi {!firstname_fix},

Perhaps the most important part of creating a
landing page is planning your landing page theme.
How you select your theme, of course, will all
depend on how you plan to generate traffic.

If you decide to generate traffic through search
engine optimization, planning your landing page
theme will entail finding phrases within your
niche which have a high demand (aggregate search
value) and a low supply (small amount of
competing sites) and then creating multiple
landing pages, each which is optimized around a
different phrase.

If, on the other hand, you decide to generate
traffic through pay per click (PPC) programs,
such as Adwords, planning your landing page theme
will again entail tuning a number of different
pages to fit the keywords you are purchasing.

This is actually where most people fail when they
create a landing page: they don't tune it to fit
a specific audience. For instance, in the case of
a squeeze page for a newsletter, they might start
a newsletter about toys, but they only create one
landing page and send all traffic to it. This is
a big mistake.

Chances are, if you create a quality product or
newsletter, it can benefit a number of people. So
why not communicate the exact benefits they will
derive from subscribing or buying?

If, for instance, you have a newsletter about
Legos and toy blocks, so you group it under the
loose heading of “toys,” a visitor who is looking
specifically for information about either Legos
or toy blocks will click off your page if they
don't see the direct connection to the exact
topic for which they were searching.

Instead, you will want to setup a page centered
around Legos and a page centered around toy
blocks. On each page, you will want to
communicate the specific benefits to joining the
list for each of those groups of visitors.

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