Posted in Landing Page Optimization	March 15, 2006

By Kim Mateus, Managing Editor Mequoda Daily and Library

It wasn't long ago that Mequoda Library contributing editor and copywriter John Clausen reviewed the landing page for the Internet Marketing Center, a very long and very well done sales letter developed by late Internet marketing guru Corey Rudl. When John had heard of Rudl's tragic death in an automobile racing accident, he figured he'd probably seen the last of Internet Marketing Center and their landing page optimization efforts.

Now, however, it seems that one of Rudl's protégés is taking up where Rudl left off. Derek Gehl is the heir apparent. His landing page is every bit as long and hard-hitting as the one Rudl himself appeared in. The question is... will his landing page optimization techniques be as successful and remarkable as Rudl's? In Clausen's landing page review of the Internet Marketing Center sales letter, we were able to drum up the following lessons.

1. There is no doubt that Mr. Gehl was paying attention to his mentor when it comes to headlines. Gehl understands that when a visitor arrives on his website landing page, he has about 10 seconds to make a good impression and capture the visitor's attention. Cash millionaire, immediate results and life-changing income... those are all pretty powerful motivators that will capture attention and encourage the user to keep reading.

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2. The kind of copywriting that appears on this landing page carries with it an implied camaraderie between seller and prospect. Rudl taught Gehl that that buying decisions are largely emotional. Consumers buy what they want, not necessarily what they need. Even if the reader, or user, has already decided to buy your product, they need reasons to take the next step. In the case of this landing page optimization strategy, Gehl starts off talking about the big money that can be made and has been made... but pretty soon in the copy you'll find out that he was once quite poor and inept in the world. Lousy car, bad job, not enough money... probably just like the prospect.

3. The majority of testimonials Gehl uses are full of credible language, whole names and compelling stories. There were a few that only listed a first name and last initial, which John didn't like too much. In John's opinion, if Joe Blow wants to give a testimonial, let's give him his full name and some other info. The first name, last initial approach makes that section lose a lot of credibility. Truly effective testimonials should include a full identification of the buyer by name, city, state and occupation.

4. The language on the site is clear and easy to understand. Again, Mr. Gehl must have been listening carefully when his mentor talked about language. This is very accessible, upbeat, optimistic language that puts the reader completely at ease. Feelings of ease and comfort compel people to buy. Landing page language needs to be written in terms that online shoppers understand and respond to.

Check out Gehl's landing page optimization techniques and feel free to share your opinions. Would this landing page compel you to buy the product? Do you agree with the lessons we've pulled from John's review?