Why you need a lot of landing pages

Whenever you are promoting something and you want the person to connect to a web page, you need a custom landing page. Whether it’s an actual ad or a link from someone else’s site, or even a press release you publish, each of these should have its own distinct landing page.

A landing page is where you send people who respond to an ad you have posted to the world. You want to engage these people in a specific way and get them to take a defined action, like joining an email list or buying a product.

So yes, technically you can have a three page website, but behind the scenes you can have more than a dozen different landing pages, depending on where your inbound links are, the specific markets you are targeting, the reasons you are. They may have to answer your call to action and the conversations that are already going on in their heads.

Let’s say you sell dog collars. There are many reasons why people may look for a dog collar. Maybe they want their small dog to be safe, maybe they want their large dog to have a fancy collar. They may be looking for a harness for their support animal. One person wants a necklace without leather, while another wants only natural materials. What you want is a specific page for each of these people, one that addresses their concerns and ONLY their concerns.

As I mentioned in previous casts, there are two ways to target your prospects. Or you offer to remove a pain point or provide a pleasure point. Those are two very different things. For each of the above “dog collar” examples, you can either eliminate a pain point or provide a pleasure point. Let’s say you have 6 different solutions for a certain problem or situation. You can present each of these solutions in two different ways. Suddenly, you need twelve different landing pages.

I have a non-profit client looking for donations. That is very basic information. They are a cat rescue operation (point # 1), willing to accept small donations (point # 2) or large donations (point # 3). This fall, we will try to find people who are willing to make a big donation to your nonprofit organization.

I have to appeal to these perspectives by providing a point of pleasure or eliminating a point of pain. What I have to do is create A and B versions of a landing page for each of the mentioned points. So at the very least I need six different pages: a set that targets people who have an interest in rescue cats (point # 1), one that targets people who want to make a small donation to help care for rescue cats (point # 1). 2), and one for people who can make a big donation; For my purposes, that is an amount of $ 5,000 or more. That’s point 3.

Let’s say I’m creating pay-per-click search engine ads to grab the attention of people who can make a big donation, which is exactly what we’re planning for this fall. First, there are two groups of people: those who love cats and those who don’t necessarily. Second, we have the reasons why they want to make a donation. Some people are there for the recognition. Some people are in this for the effect their money will have. Others simply seek a tax write-off. Who makes big donations? Obviously, individuals. But also, corporations and foundations.

So I need to create an ad for each of those specific interests, and then I need to create a different landing page for each of those ads. The focus of a landing page could be: “We will publish your name in our newsletter, on our website and send your name and photo in press releases.” Another landing page’s focus might be: “Your donation is tax deductible and will reduce your tax burden for the current tax year.” You could address the concerns of people who love cats in two different ways: “Your contribution will keep the cats in our care healthy until we can find a family to adopt them,” or “Your contribution will help bring out non-cats. desired from the streets. “

Sounds like a pain in the butt, I know. But that’s marketing – you’re looking to have the right conversation with a specific person. If creating the right links and sending people to specific landing pages achieves your goal (like building your email list or making a sale), then it’s worth it.

Once you start creating these landing pages, you need a good statistics program on your website to determine how many visits you get to each of these pages. You need to be able to know where these visits are coming from because you should never send visitors to a specific page from more than one source. If you’re running the same ads on Google and Bing, make a different copy of that landing page for each source. You can name one “Google Safety for Large Dog Collars” and the other “Bing Safety for Large Dog Collars”.

Also, you do not want to include any of these landing pages in your navigation system for the site. You don’t want people to find them in a general search. If someone finds one of your specific landing pages from a link on a news page and then forwards that link to a friend, that’s fine. Basically they both come from the same place.

It all comes down to: you need a LOT of different landing pages.

Today’s Action Items:

1. Start writing the marketing copy for two different versions of a landing page. One of these pages should provide a pleasure point for your customers and another should eliminate a pain point.
2. Create the two different landing pages or ask your webmaster to create them.
3. Create a copy that offers the point of pleasure and offers pain relief. Place this copy in advertisements, press releases, or other marketing materials that you post. The “pleasure” release link should point to the “pleasure” landing page, while the “pain” release link should point to the “pain” landing page. And, of course, action item
4. Start recording and measuring your results.