Your websites landing page is your sales person. It's the first page that greets a new visitor to your website and convinces them to take action immediately. It provides a customized sales pitch for the visitor.

A bad landing page will cost your company sales.

An awesome landing page always achieves better conversion rates than simply dumping people onto your home page and hoping they’ll find what they need.

1. Be the perfect solution, not general
Know your target audience and the problem they have or the thing they desire.  Then position your product or service as the perfect solution for them.

2. Keep important messages above the fold
Above the fold is the content on a web page you can see without scrolling.

When your web page first loads, the visitor should be able to see your value proposition and offer immediately and easily. There should be no scrolling required to understand exactly what is on offer.

Having a significant amount of back-up material, which is positioned down the page, below the fold is fine.  This extra information can be important, because if a visitor is truly interested in buying, they'll probably want to read on to clarify exactly what they are going to get.

3. Clearly display your calls to action
Potential customers should never be thinking, "What am I supposed to do now that I'm here?".

Having an effective call to action is essential.  The objective of your landing page may be to fill in an enquiry form, signup for a newsletter, register for an event or volunteering their time.

Don't just say it once, have multiple places on the landing page where you tell your website visitor exactly what they should do next.  This action step that you want them to take should be obvious, it should be persuasive, it should be easy to find.

4. Have one goal for the landing page
Stay focussed on achieving one result from your visitor.

Don't try to sell them on 5 different products, sign them up to your newsletter, get them to register for a seminar, get them to fill out a survey and enter a competition. If you try to do too much you end up getting nothing.

Less is more. Stay focussed on one outcome.

5. Communicate that you are trustworthy
Trust is one of the biggest barriers to selling online.

• Have a link to your privacy statement
• Have your contact details easily accessible
• Have a professionally designed web page
• Have information about your company available
• Have testimonials with pictures, logos, names
• Have a guarantee to remove any risk
• Have credit card logos, and a secure padlock
• Have logos of awards, associations and suppliers

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan

In 1900 the famous explorer Sir Ernest Shackleton was leading an expedition to the unknown Antarctic.  He needed to hire men to join his expedition.  He had little money and needed to enlist men that were motivated by honour and recognition.  He ran the advert below in the London newspaper in the year 1900 and had over a thousand men apply.

Men Wanted For Hazardous Journey.
Small wages, bitter cold, long months of
complete darkness, constant danger, safe
return doubtful.  Honour and recognition
for all involved.

To be effective at selling you need to know what motivates your customers to say “YES”.  Then use persuasive language that moves your customers to take action and buy.

16 Common Customer Motivators:

1. Buyers want to avoid pain
2. Buyers want to gain pleasure
3. Buyers want to save time
4. Buyers want to have an easier life
5. Buyers want to have authority and power
6. Buyers want to be part of an exclusive group
7. Buyers want to feel safe and secure
8. Buyers want to have a peace of mind
9. Buyers want to save on trouble
10. Buyers want the people around them to be happy
11. Buyers love to receive compliments
12. Buyers like to invest in future
13. Buyers also love short term, instant gratification
14. Buyers like experience happiness
15. Buyers are fearful of being disadvantaged or ripped off 

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan

If you want people to take action make it irresistible.  If you want to dramatically increase sales or boost newsletter subscribers, then add a SUPER offer.

Have you ever purchased something you didn't really want because the bonus you received was worth the price you paid?  An irresistible offer is the number one reason why people buy something.

Present your offer as something of “high value”.  The more valuable it is the more customers will remember and appreciate you and be compelled to take action.

If you don’t already offer a high value freeby on your website, I’d like to encourage you to do so.  It’s the most powerful marketing tactic for small businesses.  You should always include a BIG free offer whenever you want to motivate people to take action.

Don’t forget that your offer can be promoted in more places than just on your website.  Consider where else do you have contact with customers?   (Facebook, email, brochures, face-to-face, etc)

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan

Facebook personal accounts have changed format to Timeline. This does not currently effect business pages.

Can we expect a similar change to the format of Facebook business pages in the future?  There is good reason to believe that it will.  Facebook have always kept the experience on personal and business pages very similar.

Facebook realise that businesses want to present themselves in a more visual way on Facebook.  So no doubt Facebook are working away right now to improve the business page format as well.

Right now we can only speculate, but my tip is get used to the Timeline format, because it’s here to stay for a long while.

DO YOU NEED A PROFESSIONAL FACEBOOK BUSINESS SITE DESIGNED AND SETUP?

We can help. Click here to see our Facebook Business Page design service

To your web success,
www.LukeHayes.com.au
Web Marketing Strategy

Best Selling Author of Website Masterplan