In this new episode of The RevolutionFI Podcast, Tim reveals the things your landing page should do for all visitors.
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Welcome back to the podcast. Tuesday trends here with you, and I am excited to get into an article that came out through one of my favorite newsletters, The Stacked Marketer.
Before we get into that, I have a small request to make of you. If you’ve been listening to the show, and you think it’s worth it, please consider leaving a review on iTunes. I don’t know exactly what good that does, but I do know that people are more likely to give the podcast to listen if there’s some social proof. So please, if you have a moment, head on over to iTunes and just click a star or leave a short review. I would really appreciate that.
A Web Presence
Alright, let’s get into the topic for today. This is a juicy one. This comes from The Stacked Marketer, and it was posted on October 27, part of a multi piece article called creative risks. Now, this one has to do specifically with your landing page, or the homepage of your website. It’s hard to imagine any business, whether that is a physical business or virtual business, that would not have a web presence these days. It’s almost 100% a requirement. I won’t go so far to say it is 100% required, but it is certainly required for most types of businesses.
The Landing Page
Therefore, you have to have a page. If you buy a domain name, you’ve got to point it somewhere. It’s got to land somewhere, that’s often called the landing page or the homepage. The Stacked Marketer did a great job of talking about the different types of people who are going to hit this landing page. I want to go over those, and then talk about a process that Yusef design came up with, from the e-com empires Facebook group, as a way for you to think about how you can get people to convert from a landing page to whatever action it is you want them to take.
Three Types of Customers
Alright, first, let’s take a look at the traffic. It sounds obvious, but you’re gonna have three different types of people who land on your landing page or website.
First of all, you’re gonna have your yes customers. These are people who know you, they love you, they know your product, they know what you offer. It almost doesn’t matter if you have a good website or not, or if it’s ugly or not, or designed poorly or not, because these are people who know you, these are your hot leads. These are people who are waiting for you to publish whatever it is they want to purchase. You don’t have to worry about those people.
The second group are your no customers. These are the people who somehow land on your page, maybe it was through a search, maybe it was word of mouth. They were definitely not going to buy your product. It doesn’t matter how great it is, how slick your webpages, how cute you are, how articulate you are, it won’t matter. These people will not purchase from you, so you don’t really have to worry about them either.
It’s the third and final group, who you’re really thinking about. These are your maybe customers. These people can make or break you because they are coming with an open mind, but they are not sold yet.
This is where Yousef comes up with a great little acronym that will help you remember how to approach your landing page or your homepage. He has this model called the AIDA model. That stands for awareness, interest, desire and action.
Let’s start with the A, awareness. He says that this doesn’t have much to do with landing pages because someone has already landed there. However, if you are running any type of paid advertising, or you’re doing content marketing, like a podcast or a blog or a YouTube channel, then awareness would come into this model. It would come before they get to the landing page. So this is, are they aware of you in the greater universe. That is where that first A comes from, but if they’ve already gotten to your landing page, then you don’t have to worry about this for now.
The I stands for interest. As Yousef explains, your prospect should be able to understand your offer and be interested in it quickly. This is, I believe, the biggest killer of conversions is lack of clarity in what you’re offering. The estimates are five seconds or less. That’s about the amount of time you have when someone lands on your website or your landing page to communicate what it is you’re offering. You have five seconds.
That means if you have a very busy menu, if you have all your social media links at the top, if you have a lot of images, but you’re not explaining what you do, or what you’re offering, all of that above the fold, the old newspaper term, above the fold, all of that will distract the visitor from the offer that you’re trying to present.
Therefore, they will not go any further, and again, you have five seconds, which is why on a lot of high converting landing pages, or people who have been doing this for a long time, you will see that they have a very large call to action button, there’s usually a single line or two that explains what it is they’re offering, and it’s crystal clear. Granted, this is easier said than done, and I am not a master of it by any means. However, the more you can focus on clarity in your offer, using as few words as possible in as plain language as possible, to explain what you do is the way to go.
The D stands for desire. Provide a section showing others using your product. This is extremely powerful, and something I learned in the author industry for over many years. We call it social proof in the form of reviews. If you can have reviews, or testimonials on your landing page, that shows how powerful your offer is, how transformational it can be, then other people are more likely to give it a shot. That means you have to ask for testimonials.
The problem there is that when you start out, you don’t have any customers yet, you don’t have any testimonials, so there is this awkward chicken in the egg moment where you want to be able to cater to someone’s desire by showing other people using your product or service, but you don’t have that yet. That would be a great topic for another episode where we can talk about how you can get that type of social proof before you have a product or service to offer, but just understand that it is extremely powerful.
If you look at Amazon, one of the most powerful, biggest behemoth companies in the world, Amazon includes product reviews on everything they sell, and that’s not an accident, so make sure you’re not overlooking desire.
The final A in the AIDA model is action. Here you want what we call it in the author industry, a CTA, a call to action. A CTA is exactly what it sounds like–what do you want somebody to do? You need to have a very direct and concrete action you want someone to take when they land on your page. You need to be able to show them what to do and how to do it. Don’t overestimate simplicity, when it comes to the action.
I can’t tell you how many times I’ve built webpages with a button that told people exactly what to do, and then I would get an email from someone saying, I don’t know how to sign up for this, and that’s my fault, not theirs. Most of the time, the label I had on the button was not clear or the button itself wasn’t big enough. Simple things like that. Make it crystal clear. Ask somebody to do one thing. If you ask them to do more than one thing, the chances of them doing anything dramatically decreases. So think about what is the most important action you want them to take and give them multiple opportunities to take that action.
All right. Hopefully you found that helpful. Again, thanks to the folks at Stacked Marketer who write an incredible newsletter and one that I read every day, and hopefully that will give you some ideas about what your landing page or homepage should do.
Tomorrow I will be back with the third installment of the Book of the Month Club that is featuring The One Thing by Gary Keller. Hopefully you are reading and loving that book as much as I did and am and I’ll give you a little teaser.
Tomorrow we’re going to be talking about psychic vampires. See you then.
Transcription by Otter.ai, please forgive the bot for typos and mistakes.
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