Posted in Landing Page Optimization	March 29, 2006

By Kim Mateus, Managing Editor Mequoda Daily and Library

In a recent landing page review in the Mequoda Library, John Clausen asks: is there any subject more mulled over and carefully considered than our health and appearance? If you can do something to make the population more slender and likely to live longer, you should be able to make a fortune—shouldn't you?

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Maybe not... at least if you make all the mistakes and miss all the opportunities that The South Beach Diet Newsletter does on its landing page. This is a sales page that offers pretty pictures instead of compelling reasons to buy, and a glorified order form instead of a sales pitch. To be fair, we stacked it up to the Mequoda Landing Page Scorecard and this is what we found:

• The South Beach Diet Newsletter landing page is really a glorified online version of a direct mail order form. There's not much storytelling or compelling copy to convince us that the newsletter will benefit us in any way. The food pictures look nice, but we'd like to be convinced of the product's merits.

• This is a publication that offers to improve your health, reduce your body fat and give you great ideas for food you will love. You'd think that they would have legions of testimonials. The lack of testimonials on this landing page makes us think that maybe they're not so good at improving health and restoring youthful figures.

• We couldn't find any reason to hurry up and subscribe. The examples of articles seemed generic enough to have been there for months... there is nothing that lets us know that this publication is on top of developments in diet and nutrition.

• There is a lot more that could be done with this landing page. Most of all, it fails to convince. That's particularly disturbing on a site that offers a publication full of self-improvement ideas. The newsletter could be the best thing ever printed... but we'd never know it from this landing page.