October 6th, 2012 — SEO Saturday
If you’ve been around the world of online marketing for long at all, you’ve probably heard that you need to create “landing pages” on your website. The purpose of this post is to explain what a landing page is and share why you need them. In future SEO Saturdays, I plan to post about what elements your landing page should include, how to optimize them, and how to set up your lead capture form.
What is a landing page?
A landing page, also known as a “squeeze” page or lead capture page, is simply a page that someone who comes to your site “lands” on when they get there. Most of the time, the traffic has been driving to that particular page through some sort of campaign, either social media marketing or email marketing or paid advertising or even through search engine optimization.
Most often, a landing page has something free to offer those who arrive there, such as free white papers, reports, ebooks, free trials, webinars, or videos. You can use this “ethical bribe” to give in exchange for a visitor’s email address. Once you have their email address on your list, you can then share information about your industry with them and pitch products and/or services. (Aside: Don’t use your email list for pitches only – always give good content between pitches.)
Why do you need to create landing pages on your website?
The purpose of a landing page is to convert a site visitor to a lead. You’ve probably worked hard to set up your website and create quality content. The next step most people jump into is driving traffic. And it’s true, you need to be driving traffic to your site, but if you don’t have a means in place to convert that traffic to genuine leads, then you can’t effectively market to those leads. A landing page is the opening to your sales funnel.
Creating a specific landing page for a specific offer makes it easy on those who land on your website. If you’ve promoted a special offer via social media and led your traffic to your site’s home page, then the visitors must find where the special offer is on your site and navigate to it. This creates frustration, and unless your offer is irresistible, they will leave without taking action.
Do I need more than one landing page on my site?
I get asked that question a lot. The short answer is yes. Each landing page should provide an answer to a question or issue your audience has. By supplying answers to their problems, you’re positioning yourself as the authority in your niche. I usually suggest that my clients brainstorm the top 5 ways their business benefits their audience and prepare a free short report that helps solve each problem. Those reports will be delivered via landing pages within their site.
Once the visitor-turned-lead is on your list, then you can begin the lead nurturing process that will hopefully convert that lead into a paying customer. We’ll discuss more on this process during the month of October, as setting up your lead capture system will be the over all theme for On Blogging Well this month.
Until next time,
January 9th, 2010 — SEO Saturday
The whole point of Search Engine Optimization is to aid potential readers in finding the information you’re providing that will help answer their questions. One way to bolster your rankings in the Search Engine Results Pages (SERPs) is to gain links from other bloggers and websites. If your site is hard to read, navigate, or look at, you won’t be getting any link love.
Today’s post is a throw-back to my years spent as a newspaper copywriter, and covers some presentation and formatting basics that will hopefully help each of us maintain an easy-to-understand, easy-on-the-eyes blog.
Give you blog a quick once over by checking the following:
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January 2nd, 2010 — SEO Saturday
Today we’re starting a new SEO Saturday series on conducting keyword research. The goal of this series is not to train about monetizing your blog using keywords, as that will be covered in depth in The Ultimate Guide to Blogging Well. On this blog, we’ll focus on how using the proper keywords can boost your blog’s rankings in the Search Engine Results Pages (SERPs), and therefore increase organic traffic to your blog.
Even though Pay Per Click (PPC) campaigns are more competitive than in years past, which makes many beginners balk at the idea, keywords are still a vital part of developing your blog. Those words and phrases are, after all, the actual search strings potential readers use when looking for information on the Internet.
You may have heard about the Google Adwords Keyword Tool. Some keyword researchers make the mistake of using only the basic functions of that site. This series will teach you not only how to maximize your usage of this amazing free tool, but how to partner your Google Adwords research with top consumer sites that many keyword researchers overlook. We’ll start with Amazon.com.
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December 19th, 2009 — SEO Saturday
When it comes to Search Engine Optimization, all website themes aren’t created equal. There are several criteria to consider when selecting a theme to display your blog, the main thing being, if spiders can’t crawl through your site, they can’t index it. A site with a large percentage of non-indexed pages, also called orphans or stragglers, can suffer in the search engine rankings.
What type of designs do spiders like?
What else should I consider when designing my blog?
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November 30th, 2009 — Marketing Monday
A reader recently posed a question about the importance of Digg, etc., in the comments, and I told her I’d write an article about Social Bookmarking. I’m glad she asked, because I learned a lot while researching this post.
If you’re old enough to remember the movie, Mr. Mom, think back to the scene where Jack (played by Michael Keaton) is attempting to carpool the kids — lots of horn honking, fist waving, and moms & kids alike yelling, “You’re doing it wrong!” When it comes to Social Bookmarking — I’ve been doing it wrong.
Hopefully this post will help us all learn how to do it right!
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