One exhibit that I thoroughly enjoyed was the history of glass making in the region. I snapped a few shots of advertisements run by Pittsburgh Plate Glass (PPG) in the 1930s to promote their brand Carrara Glass as an alternative to the white marble from the Carrara region of Italy.
As soon as I saw the ads, I recognized many of the elements of a good landing page on the 80 year old ads.
One of the reasons that landing pages today are laid out very similarly to these old print ads is because these ads worked!
Here are 5 elements of these old ads that can apply to any good landing page found online today.
1. Compelling HeadlineFrom this ad, you can see that the headline is targeting people who are considering a remodel.
When you write a headline for your landing page, you want to ensure that it sums up exactly what the page and offer is all about. This is how you are going to draw in your visitor to read more and take advantage of the offer you are laying out for them.
2. GraphicsIn the PPG ad, they used a bright and shiny picture of a new bathroom using Carrara Glass. Wouldn't that make someone who is thinking of remodeling their bathroom just imagine that new bathroom in their house?
On your landing page, use images or videos of your product or service in action. Or consider using testimonials - written or video. Then website visitors can envision themselves having the same kind of results or experience.
3. BenefitsThe picture of the ad above is too small to read ( view larger image), but the paragraph in the ad lists the many benefits of Carrara Glass.
A landing page should have some bulleted points about the contents and benefits of your offer. If it's an ebook, list some of the highlights of the book - highlights that solve your target market's problems or pain points.
4. Simple FormOn the ad, you can see that they only asked for the person's name and address. They could have asked for more information like what type of renovation the person was interested or how soon the renovation would happen. But asking for more details can make people shy away from taking advantage of an offer.
The form on your landing page should have just the right amount of fields. This is something you will need to test to make sure you don't scare people away by asking for too much information. On the other hand, you don't want to ask too little and get leads that aren't relevant. Start with the minimum amount of fields and add more if you feel the form is generating less than stellar leads.
5. Call to ActionOn the vintage ad, the call to action starts with "Please send me, without obligation, your new book." The person who fills out that form knew exactly what they were getting.
On your landing page, you want to make it clear what the person gets when click the button. That means the button should not read "Submit." It should be something like "Download the ebook!" or "Email me the report now."