Author Archive: Artur
The gurus of SEO, Danny Dover and Erik Dafforn have come out with an amazing informative and productive book for those who already have the basics of SEO: it’s aimed at advanced persons ready to gain additional knowledge to purpeell their own or their client’s websites to better positions and higher conversions.
That’s just what we need to improve landing, squeeze or sales pages.
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While landing pages are often used in conjunction with performance marketing live pay per view, pay per click and the like SEO is used for naturally raising the ranking of websites which is more cost effective and a smarter longer term strategy for website owners.
The book is an in-depth and concise guide to understanding search optimization like a professional and turning this knowledge to making money online or bettering your websites for offline businesses for which landing pages are a great tool.
The SEO Secrets book will help you troubleshoot lackluster sites, fix search engine penalties and help you learn how your competitors are gaining ranch.
Simply put, a landing page is the web page that an Internet surfer lands on when clicking on an ad, email link or other form of advertisement. The purpose of this page is to introduce a product or service and give the reader enough information to want to discover more about it.
The landing page is usually a single page, separate from your main website. Your site may have several products or service; however, a landing page has only one theme as its focus. There are no outgoing or global links to the main website. The sole purpose of the landing page is to concentrate on one product, idea or service and guide the user in making a decision.
There are two types of landing pages.
On form of landing page is the click-through page and its purpose is to lead the reader into buying or subscribing to your product or service. The other type is the lead generating page. Its purpose is to capture the viewer’s contact information, such as name and e-mail address, generally by offering a subscription to a series of e-mail based lessons or newsletters, a contest entry, a free trial offer or discount coupon. This allows the site owner to contact the viewer with offers later.
There are two schools of thought concerning landing page design.
One is the long sales letter style that will sometimes provide a long, descriptive explanation, several testimonials that are often in video format, is formatted in both paragraphs and bulleted lists and has the call to action near the bottom of the page and sometime sprinkled in other locations as well. This type will often focus on features of the product or service.
The other style uses a shorter format. It has a primary headline, announcing the Unique Selling Proposition. Sometime a secondary, explanatory headline is used as well. The product or service description usually focuses more on benefits than features to appeal to the viewer.
Photos or videos of the product in action are often included. It will include a call to action, as well as a secondary CTA for those who are not ready to commit yet. All of these elements are “above the fold,” which means that the reader does not have to scroll to view them.
Landing pages are focused pages that lead visitors to a specified destination on your website as decided by you or the website owner. Landing pages are a simple, effective way to promote certain products or services offered by your company and can be used in a wide variety of situations to create a new interest in some of your products.
The results of any online advertising campaign will ideally lead to improved sales within your company. Most experts recommend that you write and use a landing page specific to each advertisement that you use. Having a landing page for different advertisements will help you analyze traffic easily and will also ensure the customer doesn’t get distracted by other products or services offered.
In general, your advertisement will link something simple like a WordPress landing page. The page will have the advertised product, the cart, and will link to your preferred checkout methods. The simplicity of the page and its contents gives the consumer the information they need about the product you are advertising while limiting their choices for browsing through other products and services.
Why Does Each Advertisement Need a Page?
When working online to advertise products you will typically have very little space for sending information about your product. For example, if you have a small banner ad on a cooperating website then all the customer may see is the name of the product or service and an image that represents the product or service. Customers won’t have all the information that they need to make the purchase even if they are interested in what you are selling.
A WordPress landing page can be the perfect solution to explaining your product. Landing pages are fairly inexpensive and will work to focus customers on one specific product you need to sell. The page can also be set up to offer discounts through a specific advertisement. For instance, if you are offering readers a 25% discount when they click through to your website from a specific ad, the landing page can be set up to reflect the discount. Readers who come to your main website through other sources won’t be able to see or use the discount.
Creating separate landing pages for different advertisements can increase sales but you do need to spend some time working on creating pages that mimic the original advertisement, referred to as message match. When creating a landing page your advertisement and your page need to reflect the same message by including the original advertisement message as well as the name of the company the customer is buying from.
After you have created a few WordPress landing pages you will begin to see the results of this method of focusing sales. The benefits of using highly focused website pages can be seen with improved sales within the advertised products and services offered through your separate landing pages. Once you create them use an A/B Split plugin to test different versions of your landing pages.