At the recent B2B Marketing Summit in San Francisco, Dr. Flint McGlaughlin of MECLABS, made some great points about optimizing the sales funnel, and in particular he shared what he referred to as 3 principles that apply to the whole process, including landing pages.

Increase the specificity of your message

If you want to describe your product or service as “award-winning”, be specific – which award? Quantitative statements will get better results than vague qualitative statements. As Dr. McGlaughlin put it, clarity trumps persuasion.

Increase Continuity

If your ad promised a $49 offer, make sure there’s a $49 offer on the landing page. Sounds obvious, right? It is, but still the continuity of the message from an ad to a landing page is broken all the time. You have to keep the person engaged and moving towards an inevitable conclusiond promised a $49 offer, make sure there’s a $49 offer on the landing page. Sounds obvious, right? It is, but still the continuity of the message from an ad to a landing page is broken all the time. You have to keep the person engaged and moving towards an inevitable conclusion.

Increase Relevance

Understand your audience to understand what’s important to them about what you’re offering. If you can understand their priorities and design the experience from ad to conversion to meet their priorities, you’ll be well on your way to significantly improving your results.


An even simpler way to stress test your landing pages, ask yourself, if someone arrives at this page, does it answer three critical questions: where am I, what can I do here, and why should I do it? If you can’t answer all three questions, you can bet your visitor won’t be able to either.


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