It’s been crazy here at Carbon Copy Consulting for the past few weeks. One of my highest priorities as been helping people create better landing pages for there online marketing and PPC campaigns. Below are 3 suggestions for creating an optimized landing page on your website.
So you have a website, you are sending traffic (customers) to that site but you are not seeing any response. Chances are, your landing page is the problem. Change your landing page (page a person “lands” on when they come to your site) and increase your response rate overnight.
It took me a long time to figure this out but once I did my business took off. Perry Marshall (great Google Adwords guru) once said, “People do not want to buy a drill; they want to make a hole.” It is all about giving the customer a solution to there problem.
Here are 3 suggestions for designing a landing page that will convert visitors into sales.
- Give customers what they searched for:
This is by far the biggest mistake I see business make on their website. When a customer decides to visit your website for more information, you need to provide them with the “right” information.
What do I mean by this? Let’s say for instance you sell backpacking equipment. When someone lands on your website they are expecting to find information about backpacking equipment. You should have a list of backpacks you sell and possible a selection of navigational buttons linking them to the specific item(s) they are looking to buy.
Most businesses send all traffic to their home page with an explanation of who they are, what they sell or a brief history of there company. Searchers simply Do Not Care about you or your business. What they care about is finding a solution to their problem or desire.
If you think about it, you are the exact same way. When you visit a website looking for information about a specific item or desire and you do not find it immediately; you hit the back button and continue to the next competitor hoping someone will provide you with a solution.
- Eliminate Distractions
Keep your landing page short, sweet and to the point. This is not the place to bombard customers with additional information or links. Do not overload it with tons of pictures, long videos or extensive explanations.
Tell customers that you have precisely what they are looking for, give a brief description of product or service offered, why it is the right solution for them and then give them a call to action. If you dump visitors into a barrage of information forcing them to hunt for information they will poke around briefly then leave.
You obviously want people to know who you are, what you do and why your business is the best choice for them. However this should not be the main focus. Once you have shown a visitor that you can solve their problem, they will search around your site to see exactly who they are dealing with.
- Have a Call to Action
Once your customer has been given the valuable information they were seeking you then present them a way to learn more, make a purchase or speak to a sales representative. This could be a phone number to call for more information, an opt-in form for email follow up, or a simply click to purchase button. Either way you need to convert the customer into a sale by giving them an opportunity to take action.
Here is an example of how it should flow:
- Opening Statement: Backpacking Equipment For All Applications
- Products Provided: Columbia, JanSport and Northface Equipment Available
- Why you: We Have the Largest Selection in Nashville
- Call to Action: Order now / Contact us / Request more information
Hopefully this helps you understand how and why an optimized landing page is imperative to your website’s success. Keep in mind that you may have one main landing page with links to other landing pages explaining individual products or services.
Brian McDaniel | Carbon Copy Consulting
“Trusted Resource for Free Online Marketing Education”
Here is an example of a Landing Page Design working well for one Tennessee business.
Are you ready to take action and start converting more website visitors into sales? If so, Click Here for more information about having a professionally designed landing page built for your website.
{ 2 comments… read them below or add one }
It is amazing to me how many people disregard the optimization of landing pages, maybe it is because I have been in sales all my life, but I always think about how the consumer perceives my every move. Get outside of yourself and into the shoes of those who will make you a success, understand how they think… and don’t give the general public to much credit, the easier the better.
Andres Garcia
Hi Andres,
Thanks for the comment. Being from a sales background myself I fully understand.
People need to understand that life IS sales.
I am out of pocket today but look forward you checking out your website.
Appreciate the input and have a great day!
Sell Sell Sell!