"A Landing page is the first page a potential customers sees when they visit your website.
If you know what you're doing, customizing the content of your landing pages can dramatically increase your lead or sales conversions. Delivering your business superior profits."
| What is a Landing Page? |
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Why do I need a landing page? I paid for a website, it has my products, contact details and about us pages. What the heck is a "landing-page" and how is it going to help me deliver profits to my business? What is a landing page?A landing page is a normal web-page on your website with content specifically targeting a certain type of customer. Think about that sentence for a second; "content specifically targeting a certain type of customer". That means you build a web-page specifically designed for viewing by a certain type of customer. Tom is a pianst, he offers 4 services: he teaches classical piano to kids, piano to adults and has stunning live piano performances for wedding receptions and cocktail bars. His website www.TomsPiano.com has 5 pages:
Tom charges $250 per hour for performances. Tom decides that there is more bigger money in live performances than teaching and runs an advertisement through Google’s paid advertisements specifically targeting those looking for a live pianist for wedding receptions and cocktail bars. His add features his website: www.TomsPiano.com which goes straight to his home page (not to either of his performance pages.). Tom's advertisement is quite well written and he receives 147 people visiting his website over the month his advertisement runs. However they goto his home page which says little about his performances, as a result 45 of the 147 prospects who may have hired him become bored from reading his unrelated information on his homepage or they become distracted and leave his website. Although Tom loses 45 potential customers, he still gets business from his advertisement and consequently discovers that 90% of the people who have responded to his ad are wedding planners/caterers and 10% cocktail bar owners. 50% of Toms advertisement is about Cocktail bars but 10% response if from cocktail bar owners, he does the quick math and makes the decision to quit advertising to cocktail bar owners. Tom sits down and rewrites his advert using all the advertisement space for wedding reception performances. Instead of 47 generic leads, Tom gets 53 wedding performance leads. Tom also reads a book on marketing and as a result registers www.TomsPerformances.com and points that directly at his Wedding reception performances Landing Page. He now has a killer advertisement specifically targeted at wedding planners/caterers and a webpage specifically about wedding performances to boot. Tom doesn’t know it yet, but he could do allot better than that. If Tom really gets up to scratch with his wedding landing page, he will likely add 2 more pages following the first “Wedding reception performances” that feature videos and testimonials of Tom’s beautiful work. If our $250 per hour Tom knows his stuff then he now becomes a $900 per hour piano performer. Practical lesson: Landing pages can be used to deliver highly relevant material to very specific prospects – Delivering relevant information to customers is the difference between a bored customers who becomes indecisive and a customer who is holding a mobile in one hand and excitedly keying in your number with the other. What does “landing page optimization mean”?Optimizing a landing page means increase the conversion of wandering site visitors to buying customers. For instance; “we increased our sales conversions by 11% by optimizing the product x landing page and including testimonials and product images.” You have 250 come to your landing page. They look through your content, homepage and navigate through your links. Some visitors skim your landing page (your first page) and “bounce” straight off without clicking on any links. Some surfers are either more patient or are compelled by your landing page to read more and choose a link from your navigation that interests them. Ultimately it comes down to this; for a single page sales page with an order form attached you get 10 orders totaling $5,500 in sales from 250 surfers. How can you turn that 250 surfers from 10 purchases ($5,500) into 25 purchases of around $14,000? You optimize your sales conversions and make your landing page more compelling by including product videos, product photos, reducing web-page load time, simplifying the navigation, more sales copy, testimonials, offering guarantees etc.” Who can build me a “Landing Page” for my website and help me advertise.Web-Marketers can do that. Or if you don’t mind getting your hands dirty, you can do it yourself (if you are able to edit your website). But be careful (and I make this warning often); Web-Marketing and web-development is as much a specialty as accounting. I advocate having an appreciation of the fundamentals so you can liase with your web-developer more easily but the learning curve for web-development (much like the learning curve for accounting) is quite sharp and it's better to appreciate the basics and hire a proven expert with a solid track record for delivering results. I provide web-marketing and landing page creation and optimization for my clients. In fact I push it because a beautfiul website with no traffic is like the perfect aeroplane without an engine. Getting traffic to your website is essential. |