Generally speaking, a “landing page†(or a “lander†for short) is ANY place where a visitor lands on your side. It can be your original squeeze page which you promoted, your special information blog page which you announced to everyone, or indeed any number of pages within the sequence of your funnel.
More often than not, this is where you get to make a first impression on someone.
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Most websites’ “landers†are just their home pages. If you already have a website, you may not even have considered that it’s possible to design multiple ways “inâ€.
That’s why more savvy webmasters know that they need to go a step beyond that. They actually create alternative “landing pages†which are NOT the same as the home page, and whose specific purpose is to promote a given project, service or a product.
Some webmasters design their sites in such a way that almost every page on their blog contains all the elements that a good landing page should contain:
- Enticing headline
- Interesting content
- Attention “hooksâ€
- Call to action
Others (the vast majority) keep the landing pages as a separate entity entirely and only use them to “drive traffic†to them for the purpose of highly specialized promotions.
This is, in essence, what I would recommend for you, for starters.
Prepare your specific landing pages in advance, as part of your overall website preparation process.
Optimize each lander for a specific keyword and a specific product – or an aspect of one product. And then proceed to promote them in parallel to all your other promotions.
For example, you might have a structure like this:
Your artist’s website with the usual home page. You promote this using SEO and social links.
- It includes many pages and posts
- It also includes various “special†areas for members, etc
- You create a separate landing page (“squeeze†page) to receive your latest single for free. You paid for some Facebook traffic for this one.
- It collects the address of the fan
- Then sends him to the download page
- And sends him a thank-you email
- You also have a separate page for your upcoming gig. You target your geographical area using AdWords.
- You offer advance bookings at a discount
- Collect the booking, then send the fan to a confirmation page
- And send him a thank-you email.
- Needless to say, you can go on like this, including creating ALTERNATIVE versions of EACH of the above pages and then tracking them separately.
- You may create 2 or 3 versions of your “free mp3†squeeze page and then see which one worked best with Facebook’s traffic.
- Of you may do the same, but send Facebook traffic to page 1, AdWords traffic to page 2 and Clicksor (or whatever) traffic to page 3. This is how all this works!
Let’s elaborate a bit more.
The most popular type of a landing page is known as a “squeeze pageâ€. It can be very short or slightly extended, and it comes in two basic flavors:
- Basic squeeze page – you can host it on your domain, e.g. mysite.com/landing01.htm. The main function of this page is to attract opt-ins and NOT to sell. So, you’re promoting your bonus product here and have a brief autoresponder form (name, email) in it as well. The page should contain a brief video about your bonus, a strong headline and a minimum of text – just enough to arouse curiosity. You can – and indeed should – have a few alternative versions of the squeeze page, so that you can try different headlines, images and placements of the various elements on the page. One of them will work better than the others. That will be the one to bet on once you start scaling up.
- Extended squeeze page – this can be the home page of your mini-site – or ONE of the alternative “home†pages. The rest of this mini-site (10-20 pages) can contain reputation-building posts, resources, downloads, etc. It can also contain a protected members area, if you so choose. Other than that, you’re still basically just capturing leads and ostensibly NOT attempting to sell – just give them your sign-up bonus and treat them to some great reputation-building resources.
Some webmasters only place an ad like “sign up for a free report†ads on their primary sites, and refrain from building squeeze pages. This too CAN work, albeit normally not nearly as well as a dedicated squeeze page.
In all cases, you can experiment with pre-announcing your main product that you wish to sell them later on – or not. There’s no firm rule for this. Some people believe it’s better for your squeeze page not to even hint that they’re going to be pitched later with something else – others think it’s a good idea to let them know that you’ll want to show them something else, after they receive their free gift. You can split test this and see for yourself. Ultimately, it may depend on your free bonus product and its content. (For more on this, don’t forget to check out the enclosed Funnel Mastery course!)
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| Book 3 – Chapter 42Sales Funnel |
Course Overview | Book 3 – Chapter 44Squeeze Pages |
Book 3: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, , 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, Overview
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