Planning your landing page theme is perhaps the most important aspect of creating a landing page.
Of course, how you choose your theme will be determined by how you intend to generate traffic.
If you choose to generate traffic through search engine optimization, creating multiple landing pages, each optimized around a different phrase, will entail locating phrases within your niche that have a high demand (aggregate search value) but a low supply (small number of competing sites).
If you decide to generate traffic through pay-per-click (PPC) programs such as Adwords, designing your landing page theme will require you to finetune different pages in order to fit the keywords you are paying for.
Most people make the same mistake when creating a landing page: they don’t tailor it to a specific audience.
For example, in the case of a squeeze page for a newsletter, they may begin a newsletter about toys, but only create one landing page and direct all traffic to it.
This is a huge blunder.
If you create a high-quality product or newsletter, chances are it will benefit a large number of people.
So why not communicate the specific advantages of subscribing or purchasing?
If, for example, you have a newsletter about toy blocks and group it under the broad heading of toys, a visitor who is specifically looking for information about toy blocks will leave your page if they don’t see a direct link to the exact topic for which they were searching.
Instead, you should create a page centered on toy blocks.
You’ll want to communicate the specific benefits of joining the list to each of those groups of visitors on each page.
