Running a track relay is similar to writing landing-page headlines for different search terms, according to Howard Jacobson, the “emotional intelligence and empathic inspiration officer” for VitruvianWay.com. In a guest post for Search Engine Watch, he says that track relays and writing headlines for landing pages both require “timing the offer so your searcher doesn’t have to break stride.”
Landing-page headlines are hugely important because once a searcher lands on that page, it takes them just a couple seconds to decide whether or not they should stay. “So it makes sense to spend a lot of time figuring out the perfect headline for each landing page,” Jacobson writes. “And one of the key characteristics of our prospects that we want to match with a headline is their degree of awareness about their problem and its potential solutions.”
This means that a landing page crafted for a prospect who knows nothing will be different from a landing page crafted for a prospect who is already shopping for deals.
Jacobson shares three formulas for writing landing-page headlines that will be relevant to three different prospect levels of awareness:
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