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Landing pages

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Landing pages are the new frontier in website marketing. f you could do one thing right now to drastically improve your marketing and increase your return on investment, it would be to use landing pages on your website.

Too many companies send their email, social media, Pay-Per-Click click-throughs and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages.

By sending your visitors to a targeted landing page instead of your homepage, you are directing them to the exact place that they need to be in order to sign up for or download your offer.

Effective Landing Pages have key elements, which we'll discuss. We'll answer questions and help you to create a new tool that you can put into action the very next day. We'll go over the many opportunities offered by Landing Pages, most of which YOU CAN DO YOURSELF!!

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Landing pages

  1. 1. Using Landing Pages to Convert Visitors to Leadsand Leads to Sales Vicki Garcia, President
  2. 2. What is a Landing Page?• Sometimes known as a lead capture page, it is a single web page that appears in response to clicking on an ad, social media, PPC or email
  3. 3. What is a Landing Page?• Sometimes known as a lead capture page, it is a single web page that appears in response to clicking on an ad, social media, PPC or email• A web page that allows you to capture a visitors information through a lead form
  4. 4. What is a Landing Page?• Sometimes known as a lead capture page, it is a single web page that appears in response to clicking on an ad, social media, PPC or email• A web page that allows you to capture a visitors information through a lead form• The landing page should display directed sales copy that is a logical extension of the advertisement or link.
  5. 5. What is a Landing Page?• A landing page can “squeeze” an email address from the visitor. Thus a landing page is sometimes called a “Squeeze Page.”
  6. 6. What is a Landing Page?• A landing page can “squeeze” an email address from the visitor. Thus a landing page is sometimes called a “Squeeze Page.”• A landing page can feature a strong offer or reason to do business with you.
  7. 7. Why Use a Landing Page?• Many companies send their email, social media and search traffic to their home page. Wrong!!! So 27 Seconds Ago!!!
  8. 8. Why not send a lead to a home page?• When someone gets to your home page, what are they supposed to do?• Home pages don’t capture leads at a high rate.• Visitors may not find and use the Contact Us page.• There are a lot of distractions on a Home page
  9. 9. Why Use a Landing Page?• A landing page makes it as easy as possible for visitors to do what you want them to do.
  10. 10. Why Use a Landing Page?• A landing page makes it as easy as possible for visitors to do what you want them to do.• The visitor doesn’t need to navigate the site to find what they are looking for.
  11. 11. Why Use a Landing Page?• A landing page makes it as easy as possible for visitors to do what you want them to do.• The visitor doesn’t need to navigate the site to find what they are looking for.• A landing page makes your offer easy to find.
  12. 12. Why Use a Landing Page?• A landing page makes it as easy as possible for visitors to do what you want them to do.• The visitor doesn’t need to navigate the site to find what they are looking for.• A landing page makes your offer easy to find.• A landing page makes it simple to participate and increases the likelihood they will sign up.
  13. 13. Focus on the Goal• To get the prospect to fill out a form and become part of your community?• Make a quick sale?• Do business with you NOW?• Call you?• Start a relationship?
  14. 14. What Does a Landing Page Look Like?
  15. 15. What Does a Landing Page Look Like? You’ve been there and probably didn’t know it.
  16. 16. What Does a Landing Page Look Like?
  17. 17. Where Does Your Landing Page Live? On your website Note: There is no nav button to the landing page
  18. 18. Where Does Your Landing Page Live? Or, as a stand-alone mini-website with a link to your main website
  19. 19. Advantages of Your Landing Page on Your Website• It is a sub-domain of your website, so you don’t have to buy another url.• You don’t need to buy additional hosting• Your visitor is encouraged to visit the rest of your website• If it is on your website, visitors may be able to look around your site and come back. Or, not.
  20. 20. Advantages of a Stand-Alone Landing Page• You can build several landing pages & change them from time to time• You can segment several landing pages to different markets• Since it links to your website, it helps your SEO• It’s easier to create and you don’t need to know html programming• You can test to see if one works better than others• You can eliminate the distractions of nav buttons (recommended)
  21. 21. How to Build a Landing Page• Use a Strong Headline• Use a “Hero Shot”• Content that Sells (a compelling offer helps)• The Form• A Backup Plan• Call to Action
  22. 22. Use a Strong Headline• Your visitor must understand what you are offering in the blink of an eye. Headlines are among the hardest things to write.
  23. 23. Use a Strong Headline• Your visitor must understand what you are offering in the blink of an eye.• If it is free, say so in the headline. Headlines are among the hardest things to write.
  24. 24. Use a Strong Headline• Your visitor must understand what you are offering in the blink of an eye.• If it is free, say so in the headline.• Stress the benefit, not the features Headlines are among the hardest things to write.
  25. 25. Use a Strong Headline• Your visitor must understand what you are offering in the blink of an eye.• If it is free, say so in the headline.• Stress the benefit, not the features• Make sure it matches the offer in the ad, social media or link that got them there. Headlines are among the hardest things to write.
  26. 26. Use a Strong Headline
  27. 27. Use a Hero Shot• Should be a strong visual representation of your offer.
  28. 28. Use a Hero Shot• Should be a strong visual representation of your offer.• A photo of your product of service in context. – Make it big, clean and compelling
  29. 29. Use a Hero Shot• Should be a strong visual representation of your offer.• A photo of your product of service in context. – Make it big, clean and compelling• A Diagram, chart or graphic
  30. 30. Use a Hero Shot• Should be a strong visual representation of your offer.• A photo of your product of service in context. – Make it big, clean and compelling• A Diagram, chart or graphic• Video
  31. 31. Use a Hero Shot• Should be a strong visual representation of your offer.• A photo of your product of service in context. – Make it big, clean and compelling• A Diagram, chart or graphic• Video• Numerical aspect of the offer: 200% Bonus, FREE, $100 Off
  32. 32. Use a Hero Shot big Big, big, images sell
  33. 33. Use Content That Sells• It’s more like a living ad than a website
  34. 34. Use Content That Sells• It’s more like a living ad than a website• Keep is simple & clear
  35. 35. Use Content That Sells• It’s more like a living ad than a website• Keep is simple & clear• Go for the minimum amount of text
  36. 36. Use Content That Sells• It’s more like a living ad than a website• Keep is simple & clear• Go for the minimum amount of text• Tell them what this will do for them in the strongest language
  37. 37. Use Content That Sells• It’s more like a living ad than a website• Keep is simple & clear• Go for the minimum amount of text• Tell them what this will do for them in the strongest language• Use a sub-header (to keep the headline short & punchy)
  38. 38. Use Content That Sells• It’s more like a living ad than a website• Keep is simple & clear• Go for the minimum amount of text• Tell them what this will do for them in the strongest language• Use a sub-header (to keep the headline short & punchy)• Use a testimonial
  39. 39. Use Content That Sells• It’s more like a living ad than a website• Keep is simple & clear• Go for the minimum amount of text• Tell them what this will do for them in the strongest language• Use a sub-header (to keep the headline short & punchy)• Use a testimonial• No stuffy language
  40. 40. Include a Form• The main purpose of your Landing Page
  41. 41. Include a Form• The main purpose of your Landing Page• Ask for Name & Email in exchange for a freebie (bait)
  42. 42. Include a Form• The main purpose of your Landing Page• Ask for Name & Email in exchange for a freebie (bait)• Don’t ask for too much information, but ask what you need to know
  43. 43. Have a Backup Plan• Give the visitor a non-committal escape route
  44. 44. Have a Backup Plan• Give the visitor a non-committal escape route• Emphasize your social media (Follow us on Twitter)
  45. 45. Have a Backup Plan• Give the visitor a non-committal escape route• Emphasize your social media (Follow us on Twitter)• Provide a link for a free download (in addition to your “bait” to sign up
  46. 46. Have a Backup Plan• Give the visitor a non-committal escape route• Emphasize your social media (Follow us on Twitter)• Provide a link for a free download (in addition to your “bait” to sign up• Bookmark this page (especially important for a stand-alone landing page)
  47. 47. Use a Call to Action• Use a large graphic button somewhere
  48. 48. Use a Call to Action• Use a large graphic button somewhere• Make it very obvious
  49. 49. Use a Call to Action• Use a large graphic button somewhere• Make it very obvious• Forget “click here” or “Submit”
  50. 50. Use a Call to Action• Use a large graphic button somewhere• Make it very obvious• Forget “click here” or “Submit”• Use “Get your $50 coupon” (or whatever it is) or Download Now
  51. 51. Use a Call to Action• Use a large graphic button somewhere• Make it very obvious• Forget “click here” or “Submit”• Use “Get your $50 coupon” (or whatever it is) or Download Now• Use an autoresponder to send the bait immediately
  52. 52. A Few Design Tips• Use fewer colors. Lots of white is good.
  53. 53. A Few Design Tips• Use fewer colors. Lots of white is good.• Keep it clean & simple (consistency counts)
  54. 54. A Few Design Tips• Use fewer colors. Lots of white is good.• Keep it clean & simple (consistency counts)• Put the important parts above the fold
  55. 55. A Few Design Tips• Use fewer colors. Lots of white is good.• Keep it clean & simple (consistency counts)• Put the important parts above the fold• Follow a Z path
  56. 56. A Few Design Tips• Use fewer colors. Lots of white is good.• Keep it clean & simple (consistency counts)• Put the important parts above the fold• Follow a Z path• No clip art!
  57. 57. A Few Design Tips• Use fewer colors. Lots of white is good.• Keep it clean & simple (consistency counts)• Put the important parts above the fold• Follow a Z path• No clip art!• Think out of the box (it doesn’t have to look like a website)
  58. 58. Vicki’s Secret to Success• Follow up with your leads that come through immediately!!• Send them an email with another copy of your “bait” to be sure they received it.• Offer then a free consult, your willingness to answer questions, whatever might start a dialog and relationship.
  59. 59. A Landing Page I Created for My Business
  60. 60. Bad Landing Pages
  61. 61. Bad Landing Pages
  62. 62. Bad Landing Pages
  63. 63. Good Landing Pages
  64. 64. Good Landing Pages
  65. 65. Good Landing Pages
  66. 66. Break out of the boxhttp://www.wildbillssoda.com/index.aspx
  67. 67. What Does Vicki’s Company Do? •Website Design •Conversion & Ranking 619.660.6730 Engineering •Search Engine Optimization •Marketing Coaching •Social Media •Ad Campaigns (TV & Print) •Graphic Design/Branding •Public Relations Vicki Garcia, President

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