Is anyone else noticing recent flux of businesses seeking contractors to build landing pages?
Here are the 2 most common questions I get asked about landing/splash/sales pages:
1. When is a landing (aka sales page) more appropriate than a full blown website?
2. What should go on a landing page?
I have the answers to these questions and more!
Landing pages are most appropriate when you offer a specifically clear purpose and call to action.
Q. When is a landing page or sales page the preferable option to a full website?
A. Landing pages are best for specialized or “featured” business content. They are often a perfect solution for introducing products and services, not as a replacement for a full business website developed for established businesses.
- Events: Seminars, Webinars, Outings, Trade Shows, Specialty Events
- Brand New Products
- Brand New Services
- Turn-Key Offers
- New Book or E-book Releases
Q. What should you include on your sales page?
A. First, you must make sure your page will be attractive to your specific target market.
What do you want from your visitor? Do you want them to sign up? visit another page? purchase a product? call you for a free 15 minute consultation? Whatever it is you want from them, you only get one chance to make it very clear.
Utilize these ABC’s of Landing Pages:
- Atmosphere – Mood, Keywords, Timing
- Bells and Whistles – Audio, Video, Bonus Material, Product Demos, Free Offers (Even though Google and Bing! pretty much )
- Credit – Testimonials, Samples of Your Work, Linking Back to Your Main Business Site for More Info
Do NOT forget to take care of these vital, “behind the scenes” tasks:
- Respond to Any Responses (Thank you Mr. Obvious… right?)
- Only those who are truly interested will be filling out forms or signing up for reserved spots at your events… own up and deliver efficient communication whenever necessary.
- Measure Success and Failures – the number of visitors vs. the number of responses you are getting
- Analyze Traffic Patterns to Your Page – location of visitors, bounce rates, which links are being clicked once they arrive, etc.
- Don’t be afraid to make changes where necessary!
I will follow this with more information, ideas, and samples next week.