When it comes to designing effective landing pages, the possibilities are boundless, but for too long, this area of marketing has been dominated by "fortune cookie advice" that produces formulaic results, according to one expert.
Writing on Search Engine Land, Scott Brinker said that having a cookie-cutter landing page can undo the work of online marketing services by making it impossible for companies to distinguish themselves from their rivals.
At the same time, however, these pages must strike a balance between aesthetics and function, he said.
One important area to consider is images. Marketers have "a broad palette" to work with, as there are millions of stock photos available – and in choosing a picture, they need to think about their message to their target audience.
Mr Brinker also said that while eye-tracking can be a useful tool, it should not dominate landing page design, as it only shows what a user looks at, not whether they think it is good or bad.
Diana Ransom of the Wall Street Journal recently said that having landing pages closely linked to specific products is essential in effective pay per click marketing.
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