Hey everyone!
Jason here, digital marketing consultant.
And in this landing page optimization guide, we are going to be going through seven steps,
a checklist to make sure that your landing page is ready to go for that paid traffic.
This will, of course will also work if you're doing organic, but especially if you're driving
paid leads to a landing page, we want to make sure that it's ready to go to collect leads
for us.
And there's no silly mistakes we've made that will actually hurt our conversion.
So, timestamp table of contents in the description, along with some other helpful links to build
the rest of your sales funnel and landing page.
So we're just going to dive into these seven, but before we do that, there are three keys
to success, when it comes to putting together your landing page and setting it up for conversions
and leads.
And the first key to success is understanding the definition of a landing page.
And simply put a landing page, is a page designed to collect contact information in exchange
for value.
And that is it.
That's all the landing pages is designed to do.
So as we go through these seven steps, just keep in mind.
All the landing page needs to do, is to collect someone's contact information and the way
we do that, is by offering something that would be valuable to your ideal customer.
Now in the grand scheme of where do landing pages fit in, in this whole sales funnel process,
go ahead and take a look at this diagram.
You'll see at the top, prospects are everyone who's across the internet that could possibly
do business with you.
And what a landing page is designed to do, is to take traffic that's coming from all
of those sources and filter it down into people who are an actual lead, who will be most likely
to do business with you.
So just wanted to share that in the context of everything else that you're doing with
your marketing and sales landing pages are what take prospects and audience members to
become leads and eventually customers.
So once you collect that name and email, they turn into a lead from just an audience member
or a prospect.
Now the second key to success when it comes to landing pages, is focusing on being short
and to the point.
If you can say something in three words versus five, always go with the three words.
When you're testing, you can always add content, but when it as a general rule of thumb, to
being successful with your landing pages and your conversion optimization, less is more.
Now the third key to success when it comes to optimizing your landing pages for conversions,
is focusing on the viewer or the website visitor, not the offer.
So you want to focus on who you're trying to help, not what you're trying to offer,
right?
Because a landing page is designed to collect someone's contact information and we're offering
something to them.
But the landing page shouldn't be about how great the software is.
The landing page should be about how this offer will help the person who's reading the
page.
It's a subtle difference, but it is very important that you focus on the visitor and the ideal
customer and prospect, not necessarily what you're offering to try and get their contact
information.
So with that, we're ready for the seven steps and the very first step, is making sure that
we are following the rule of one.
One ideal customer, one offer, one results/benefit/roadblock, and one call to action.
And of course, we'll walk through each part of your landing page, but as we move forward,
just remember, that you want to be focused on one when it comes to everything that's
on your landing page.
And of course that ties into one of our keys to success being shortened to the point.
Now, the second big thing that you want to look at, is your headline, because this is
going to be the most important part of your landing page and your headline needs to do
two things.
Number one, it needs to tell visitors that they're in the right place.
And number two, it needs to answer the question what's in it for me.
So a great way to either write your headline, if you're still trying to figure out what
your headline should be or double check that your headline, follows these two rules is
to make sure you clearly understand the big benefits or the results that people are after.
And the roadblocks that are getting in their way, the roadblocks are how we're going to
make sure that we're talking to a specific person.
And of course the big result is, whatever your offer ultimately enables them to do,
or your product or service enables them to do.
So let's go through an example, to concretely make sure that your headline is airtight and
talking to the right person.
So in this particular example, we're going to be looking at someone who's trying to go
over YouTube channel.
So what is their big dream?
How is their life different as a result of achieving their goals?
Well, their big dream is to be a full time Youtuber, wake up on their own schedule and
just make videos.
Okay, great.
Well, what is getting in the way of them enjoying that dream?
well it's probably, they need to get more views, they need to accelerate their subscriber
growth, improve their video quality.
And of course get their videos ranked.
And going through this simple exercise, we'll make sure that you are focused on what they
actually want their ultimate goal.
Now, obviously your opt in offer might not get them the whole way there, but as long
as we know that the often opt in offer, is a step in the right direction, we can talk
about how this is a step in the right direction and our bullets and our headline.
And of course the roadblocks are going to enable us to specifically call out to someone
and say, “I understand your frustrations, your roadblocks, your current pains.
Here's what I can do, to begin to help you solving that problem.”
So here are a couple of examples of how we can take this list and transform it into a
headline.
So I have two formulas for you, if you're still working on writing your headline.
The first one is, how to result without hard part.
And the second one is how to result even if, the roadblock.
So here we have a couple of examples.
I'll just read a few.
You're more than welcome to pause.
So the first one we have, is how to grow a channel without getting lots of views, the
big result they want to grow a channel.
And then the pain point that they're currently feeling or the roadblock is they're not getting
enough views.
So we're going to tell them that they can get what they want, even though they're not
overcoming one of the roadblocks they have right now.
I'll skip down to the second the last one, here we have how to rank videos, even if you
have a small channel.
So here, we're actually starting with a problem that a small channel would have.
They're not figuring, they're not able to rank their videos.
They have a very poor ranking.
And then we're saying, even if, you have a small channel and this is specifically calling
out to their situation showing, “Hey, we understand you're not able to rank videos
right now.
We understand that you're a small channel, but you're going to be able to do this, despite
your situation.”
And then of course, finally, you want to make sure that your lead magnet actually delivers
on whatever your headline says, that they're going to be able to do.
Now it doesn't have to take them from A to Z ranking the videos.
It can just show them a couple of tips.
In this particular example, we could just show them a couple of pointers of, Hey, this
is what you could do.
One, two, three real quick on how they can improve.
It doesn't always necessarily have to be this giant overarching, like 50 page PDF of every
little thing.
But you do want to make sure that your lead magnet is in fact valuable and helping them
with whatever their problem is.
And of course, lead magnets will be in a completely another video.
You can check out the link in the description, to some videos and playlists that will help
you through figuring out what your lead magnet should be and how to put it together.
Now, number three, when it comes to our checklist here, is looking at our bullet points.
And our bullet points need to communicate benefits, not features.
If that doesn't make sense, we'll get to that in a second.
Essentially, your bullet points just need to answer the question, what does it do for
me?
And when I say, “What does it do for me?”
I'm talking as if I was your ideal customer coming to the page.
So you always want to be answering their questions.
And here's a quick example of a difference between features and benefits for a webinar.
So in a bad example, this webinar is 90 minutes long.
It has really cool ranking case studies.
“Okay.
That's great.
But why would I a small creator care about ranking case studies?”
Or “Why would I even care that it's 90 minutes?”
Maybe I--, maybe to me, that just sounds like, “Oh great.
Now I have to watch 90 minutes.
I don't even know if the whole thing is gonna be valuable.”
Versus this webinar reveals how you can rank your videos, so you can compete with big channels.
Okay.
This is very concrete to the point.
And the key phrase in here is, so you can.
So you can talk about what they get, so you can, do XYZ.
Now, of course, when we're talking about ranking, in this example, it would most likely be a
series of case studies with small channels.
But they don't care that it's a case study.
They want to know why do I need to watch the case study?
What am I going to be able to do, as a result of the case study, as a result of the webinar
or the PDF or the discovery call, whatever it may be.
So you just want to make sure, that you can use that formula, so you can and also answer
the question, what does it do for me.
Again, focusing on the visitor, not the offer.
Now the next step we want to make sure, is taking a look at our calls to action.
And calls to action, these are the call to action buttons that they're going to click
to either have a form pop up, so they can enter their contact information.
We'll get to form fills in a bit, or it can be the button they click, because you have
the form right on the page.
Either way is fine.
Of course, if you're doing a lot of mobile traffic, you probably want to try having the
form on the page, so they don't have to click something and have a popup awkwardly take
over their screen.
Now, when it comes to the call to action, you want the button to be a different color
than everything else on the page.
This is personally something that I've screwed up a lot with in the past.
However, when I say different color, I don't mean just make it neon green or something
obnoxious, right?
It still needs to go with the flow and with the design of the page.
And it just needs to be clear.
So I've actually done landing pages in the past, where I do a lot of white backgrounds
and I actually use the same blue throughout the entire landing page, but we found that
it didn't actually hurt the calls to action, because it was very clear that that was the
button people needed to click.
So it's not necessarily about making it some bright color or making it super big, taking
up the entire page.
It just needs to be different enough that it's clear, that's where people click to get
the opt in offer.
And it's important that the call to action button is very clearly tied to whatever the
opt in offer is.
So if you're talking about a webinar click register now, if you're talking about a guide
or a PDF, you can click download now, or you can click get the guide now, or yes I want
my guide.
If you wanna, if you have more space with your button text.
It just needs to be very clear that it's a button and that's what they need to click
in order to get whatever the offer is.
Now, number five on our list, is the actual opt in form.
And this is going to be very, very important depending upon what kind of leads you want.
So as a general rule of thumb, the more information you ask for, the less leads you will get.
So if you want more leads, ask for less, if you want less leads, ask for more.
And so here are a couple of examples of what you can ask for in these form fields.
At bare minimum, you want to at least ask for their email and you can ask for their
name.
I've seen successful landing pages that just ask for the email and other landing pages
that you want to have that personalization in your email sequence, where you actually
put in their name, great.
You can ask for their name.
Their data is still inconclusive as to whether or not it really matters, if you collect the
name or not.
Now the next tier of information you can collect, is the last name and the phone number and
ask for the type of customer they are.
So for example, if you are a personal trainer, you might ask for their age, their gender,
or maybe their experience in weightlifting, right?
So you want to know if you're talking to a beginner, intermediate, or expert that might
change the type of information you want to send to them.
Again, the more you ask for, the less leads you're most likely going to get.
And then of course you could go full blown contact collection and ask for things like
their website URL, their company name, their budget, or company size and address.
Typically you don't need this kinds of information, but if it's very important to whatever your
lead generation processes on the backend, if you have to do a lot of prequalification
or if you're getting a ton of leads, which is a really cool problem to have, then you
could go ahead and just increase the amount of things you're asking for on your landing
page.
And you'll more likely to get more qualified leads, because people who really want to talk
to really want, whatever you're offering are the ones who are going to fill out the form
fields, the extra form fields, versus those who just see like, “Oh, you want my company
name and address?
Forget it.
I didn't really want the PDF or webinar.”
Anyway.
Now the second to last one we have, is proof.
And this is where you're showing people that they can trust the page, that they just came
to.
Because chances are, you're going to have a lot of cold traffic or new traffic coming
to your landing page.
And they're not necessarily comfortable with who you are, who your company is.
And so they need something that tells them they're not stupid for entering their name
and email.
Because nobody wants to admit that they enter their name and email on a page and then they
started to get spam, right?
So the quick way to do this, is to have a couple of customer testimonials.
Now, if you don't have any customer testimonials and you've had the ability to show up on some
media publications in the past, then you can go ahead and put those, those do a pretty
good job of showing that you're legitimate.
And finally, if you haven't showed up in any other publications or you don't have any certifications
and you don't have any testimonials, then you can go ahead and do a quote from yourself,
which I know it sounds silly, but we just want to put a face, a real person on your
landing page.
So you can do that at the bottom.
And you can do a quick quote about why you think, whatever you're offering is so important
or how you've seen it change and help other people.
And then once your landing page is up, go ahead and try as quickly as possible to get
at least one or two testimonials from any one of your customers or anyone who has done
business with you, so that you have some other people backing up that, Hey, you're a real
person and you're not about to spam them after they enter their name and email.
Now the final one we have, number seven, arguably one of the most important out of all of these,
is tracking.
Because what isn't measured cannot be improved.
And this is something that's very easy to overlook because you've done a tremendous
amount of work, making sure that your headline and your bullets match up, making sure that
you have the right opt in offer, going through all of the headaches of just putting this
page together, whether you're using a page builder or WordPress.
And now it's time to make sure that all of the traffic that's coming to your page, is
actually being measured correctly.
I highly recommend using something called Google tag manager.
I'll leave a link in the description below, where you can check out a full-blown tutorial
on how to set up Google tag manager.
It's a one piece of code, that goes across your entire site, and then you never have
to worry about adding tracking codes again, you can just go into the tag manager interface
and add your tracking from Facebook, Pinterest, Instagram, well, Facebook and Instagram, I
guess are the same thing or Google or YouTube.
Well, Google and YouTube are also the same thing.
So there you go, you can get all your codes inside there, and you really want to make
sure at the very least you have Google analytics set up on your account.
Of course, link in the description on all that fun stuff.
So that does it for the seven step checklist to make sure your landing page is air tight.
Now I know a lot of these check marks were all about the copy.
And that is because the copy is the most important part.
As you've seen with a couple of examples that I've put throughout this video, there is a
lot you can do with the design, but at the end of the day, it's the headline.
It's the bullets.
It's the proof and call to action that are really, really important.
And making sure that you're just talking about one offer, one to one ideal customer, one
result, one roadblock throughout all of your copy and throughout all of your landing page.
So if you got some value out of this video, go and hit that like button and subscribe
for more in depth marketing tactics and strategy guides, just like this one, comment below,
if you have any questions and as always, keep building the business you love.