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LinkedIn Advice for Leaders Series: Thought Leadership

Episode 4: Landing Pages Are A Myth and Why It’s Costing You Money

In this episode, we’re busting the myth of landing pages! Stop wasting your time building one-off landing pages.

I’ll introduce you to a new way to think about optimizing your website for conversions instead of just a handful of so-called landing pages.

Share this episode with your friends that need a website that works harder while they sleep.

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About Your Hosts

CAM EVANS, MBA is an award-winning photographer, speaker and digital transformation strategist driving innovation in the intersection of content, automation, marketing. He is committed to helping business owners thrive in the Fourth Industrial Age.

Production Credits

The Marketunity™ is brought to you by the made grand Originals, from MADEGRANDBYCAM.

  • Produced and Designed by MADEGRANDBYCAM, LLC.
  • Written and Directed by CAM EVANS, MBA
  • Music and Mixing by Clique Boom Entertainment

Transcript for The Myth of Landing Pages

00:00:00 CAM EVANS, MBA, Chief Marketunist

So there’s a conversation that is happening across social both online and offline, about landing pages and landing page builders.

00:00:11 CAM EVANS, MBA, Chief Marketunist

And I want to put forth in two one today that landing pages are a myth.

00:00:18 CAM EVANS, MBA, Chief Marketunist

In this episode, we’re going to dive into some of the myth busting aspects of landing pages so that you can avoid wasting money on landing page builders and drive better outcomes for your business.

00:00:40 CAM EVANS, MBA, Chief Marketunist

Hello, everyone. Welcome back to The Marketunity™. I am excited that you are spending time with me today and let’s just get right into it. Landing pages are a myth and I know that’s kind of a bombshell announcement, but I got to call things as they are and I’m sure some listeners to this particular.

00:01:00 CAM EVANS, MBA, Chief Marketunist

Episode will.

00:01:02 CAM EVANS, MBA, Chief Marketunist

Dispute that statement and argued that that is just semantics CAM. So allow me to clarify why landing pages are a myth.

00:01:14 CAM EVANS, MBA, Chief Marketunist

We have been told that we need to treat landing pages as one off special pages just for conversions, and the conversion is any action you can take to persuade your website visitor to take the next step along their buying journey with your brand. Sounds simple.

00:01:34 CAM EVANS, MBA, Chief Marketunist

Right. So we create these specialized pages that we call landing pages that we use just for these conversions.

00:01:43 CAM EVANS, MBA, Chief Marketunist

And that’s what you’ve been told. At least that’s the least right. But the problem is that information is incomplete.

00:01:52 CAM EVANS, MBA, Chief Marketunist

The complete truth is that every page on your website is a landing page, and there are companies out here that would lead you to believe that you need specific software or services to build a landing page, and that is not true. Every page that is.

00:02:13 CAM EVANS, MBA, Chief Marketunist

Publicly accessible on your website is by definition a landing page that includes your homepage that includes all of your top level pages, your blog, your product pages, your sales pages, your offer funnels.

00:02:30 CAM EVANS, MBA, Chief Marketunist

Podcasts show notes, resource pages, tutorials, everything that is not behind a paywall or a gate is a landing page. So let them marinate for a moment.

00:02:44 CAM EVANS, MBA, Chief Marketunist

It would just soak in all throughout your brain, and if every page on your website is a landing page, what should you be doing differently? This is the fundamental question that we are going to answer in this episode.

00:03:04 CAM EVANS, MBA, Chief Marketunist

Garrett Moon, who’s the CEO and founder of CoSchedule, describes his company as having 800 home pages on their website instead of one page. Let that.

00:03:18 CAM EVANS, MBA, Chief Marketunist

Just continue to expand your thinking. Why would you say I have 800 home pages? Because every page is a landing page. So instead of sending traffic to one page, the homepage hoping for the conversion. What are the other pages on your website that you’re optimizing for? Search.

00:03:38 CAM EVANS, MBA, Chief Marketunist

He is making sure that every time someone visits their website, no matter which door they came to and through to the website that he’s using that as an opportunity.

00:03:51 CAM EVANS, MBA, Chief Marketunist

To convert that traffic into the next step in their buying journey so you do not have to, nor should you send all of your traffic to your homepage, send prospective visitors to the page that is best aligned with their interests. Are you starting to see why I call this notion of a landing page?

00:04:17 CAM EVANS, MBA, Chief Marketunist

Why would you create a one off landing page on someone else’s domain as well? That’s the problem with so many of these landing page builders that if you’re building pages off domain, meaning that they are not on your website, they’re not in the same root domain then.

00:04:37 CAM EVANS, MBA, Chief Marketunist

All the time you’ve spent building up your SEO is diminished and suboptimal, so that’s only helping the people who built those landing page offerings get more traffic to their offerings and not get more traffic to you, and they’ll offer it to you, their software or services to you for free.

00:04:56 CAM EVANS, MBA, Chief Marketunist

Because businesses love to keep other people’s data and identity because the more of your data and identity they own, the more they own your business. And when it’s your customers identity and data, then they own your customers as well. So it doesn’t make sense for SEO.

00:05:16 CAM EVANS, MBA, Chief Marketunist

It doesn’t build your domain authority for your business, so you shouldn’t do it. So let’s look at how every page has a landing page transforms our business.

00:05:28 CAM EVANS, MBA, Chief Marketunist

And that starts by understanding the goals of a landing page, but also how aligning those goals with your business outcomes will help you achieve the objectives that you need to. Now there are four primary goals for a landing page on your website.

00:05:48 CAM EVANS, MBA, Chief Marketunist

Number one.

00:05:50 CAM EVANS, MBA, Chief Marketunist

That is, to grow your subscriber list.

00:05:54 CAM EVANS, MBA, Chief Marketunist

And so that’s number one. Number two is to create a prospect #3 is to generate revenue and #4 is to get a referral. So let’s look at each of these in turn. And then as we go through that, you’ll start really shifting your thinking.

00:06:14 CAM EVANS, MBA, Chief Marketunist

Around landing pages across your website.

00:06:17 CAM EVANS, MBA, Chief Marketunist

Number one, grow your subscriber list so that you can do e-mail marketing or SMS text based messaging campaigns. Not everything has to be in e-mail. Some people actually respond to texts and you can do those on SMS. You can do it on WhatsApp. You can do it on Messenger. Just think about how you want to run your campaign.

00:06:39 CAM EVANS, MBA, Chief Marketunist

That gets your message in front of your customers the easiest way, so you need to grow your list, but e-mail marketing is the default and number one way that you can go after that. But don’t dismiss SMS or Messenger base.

00:06:55 CAM EVANS, MBA, Chief Marketunist

Campaigns as well growing your e-mail list creates a business asset that reduces your marketing costs and your overall ad spend. So if you’re not doing the other three of creating prospects, generating cash flow or getting the referral at a minimum.

00:07:14 CAM EVANS, MBA, Chief Marketunist

At an absolute minimum, you must be growing your list.

00:07:19 CAM EVANS, MBA, Chief Marketunist

Now the second goal of your landing page is to create a premise back, and this is someone that is going to be a lead that you capture that you nurture towards your business and you can build a sequence of experiences.

00:07:34 CAM EVANS, MBA, Chief Marketunist

That leads towards producing revenue donation subscriptions or some other valued experience.

00:07:43 CAM EVANS, MBA, Chief Marketunist

But the big difference between subscribers and prospects?

00:07:47 CAM EVANS, MBA, Chief Marketunist

It’s their interest in a particular offering that you have. Prospects have expressed their interest.

00:07:55 CAM EVANS, MBA, Chief Marketunist

Through site actions, downloads, prior purchases, or online behaviors, whereas subscribers may just want a freebie but will not buy anything immediately, so you want them on the list because they may buy something eventually, but they may not buy anything immediate.

00:08:14 CAM EVANS, MBA, Chief Marketunist

#3 the third goal of your landing page is to make money generate a sale, produce cash flow, and then sales pages, funnel pages. E-commerce pages are often the stripped down versions of landing page so that you can focus only on the offer.

00:08:33 CAM EVANS, MBA, Chief Marketunist

That you’re presenting to your target buyer.

00:08:37 CAM EVANS, MBA, Chief Marketunist

And online shops, on the other hand, don’t follow this rule. If you think about Amazon, you can click on Amazon when you’re buying something, get to anywhere and everywhere on the website. It is not necessarily a stripped down landing page for e-commerce, but for small businesses, for consultants, for professionals, you probably want to get rid of.

00:08:58 CAM EVANS, MBA, Chief Marketunist

All of the superfluous stuff that would allow somebody to abandon.

00:09:03 CAM EVANS, MBA, Chief Marketunist

Their cart or their buying experience?

00:09:07 CAM EVANS, MBA, Chief Marketunist

Because the key is to have no distractions that would allow them to leave that purchasing experience. You want it to be completely frictionless, and basically you don’t want people to feel like they’re burning calories to do business with you. Keep it simple seller.

00:09:27 CAM EVANS, MBA, Chief Marketunist

So #4 the 4th and final goal of a landing page, and it’s often the most forgotten reason for having a landing page is that you want to build a referral for your brand that brings your ideal buyer to you without spending more money to acquire.

00:09:47 CAM EVANS, MBA, Chief Marketunist

You want to lower your cost of acquisition for your customers, also known as CAC.

00:09:55 CAM EVANS, MBA, Chief Marketunist

And because while a lot of businesses do a tremendous amount of volume for their business through word of mouth, if you are not intentional about building a referral practice, building that referral engine, it will be difficult to forecast your revenue.

00:10:15 CAM EVANS, MBA, Chief Marketunist

And lower your cost of acquiring customers. So we want to make sure that as we’re thinking about those 4 dimensions of our four goals, we’re landing page that we’re looking at that. So how does that sound to you?

00:10:30 CAM EVANS, MBA, Chief Marketunist

Every page is a landing page. Landing pages have one of four goals. Grow your subscribers, create more prospects, generate revenue or bill referrals. Now keep in mind that if I want to, say, capture a lead, I can also add someone to my list.

00:10:51 CAM EVANS, MBA, Chief Marketunist

These are not mutually exclusive goals, but it gives you a discrete focus when you set these as goals on each page you can.

00:11:00 CAM EVANS, MBA, Chief Marketunist

Have someone that makes.

00:11:02 CAM EVANS, MBA, Chief Marketunist

Hurt on a sales page to generate revenue and they become a prospect for another product that you have as well as join your e-mail list or move them towards becoming a referral for your business. Either way, you have an opportunity with with these goals that you can start.

00:11:23 CAM EVANS, MBA, Chief Marketunist

Moving people in a direction that produces some business outcomes for you.

00:11:28 CAM EVANS, MBA, Chief Marketunist

Now I want you to think about how can I go back and audit the pages to see if any of my now that every page is a landing page or any of them achieving any of your business goals and if they’re not, then we’ve got some problems. If your website has grown to hundreds of pages like mine.

00:11:49 CAM EVANS, MBA, Chief Marketunist

Why would you not want all of those pages?

00:11:53 CAM EVANS, MBA, Chief Marketunist

Working for you? Or would you just prefer a handful of pages that are optimized to achieve your goal? I would rather be.

00:12:02 CAM EVANS, MBA, Chief Marketunist

Would have 800 pages that are driving conversions than 10 pages that are driving conversions. Because if 800 pages are getting traffic on my website because I’m optimizing them for that traffic.

00:12:16 CAM EVANS, MBA, Chief Marketunist

Why wouldn’t I do that?

00:12:18 CAM EVANS, MBA, Chief Marketunist

So this is your moment, because now you’re starting to see that a lot of the pages on your website are not doing anything to help you achieve A measurable meaningful outcome. And this is what we call lazy websites.

00:12:37 CAM EVANS, MBA, Chief Marketunist

When your website does not help you achieve A measurable business outcome, you have a lazy website and there are degrees of laziness based on whether or not you are taking the approach of every page on your website. It’s a landing page, or every page on your website has one of the four goals that are meant to help you achieve.

00:12:58 CAM EVANS, MBA, Chief Marketunist

Your objectives, so let’s look at your blog for example.

00:13:03 CAM EVANS, MBA, Chief Marketunist

Do you have sign up forms on your blog posts? Do you have offers aligned to the content in that post and this is where SEO’s or search engine optimization efforts tend to fall short? You spend a lot of time, money and effort.

00:13:23 CAM EVANS, MBA, Chief Marketunist

To create content that ranks on Google, right?

00:13:27 CAM EVANS, MBA, Chief Marketunist

But you want to generate organic traffic to those pages. Am I correct? So you get people to the pages so that you can do brand building awareness. You can showcase your expertise and expand your influence and all of that sounds good. I get it. However, it’s not until I ask the question.

00:13:49 CAM EVANS, MBA, Chief Marketunist

That the increase in traffic convert to more subscribers.

00:13:54 CAM EVANS, MBA, Chief Marketunist

Leads revenue or refer.

00:13:58 CAM EVANS, MBA, Chief Marketunist

If you don’t.

00:13:59 CAM EVANS, MBA, Chief Marketunist

Have goals for every page on your website. Your conversions will be suboptimal regardless of your SCO efforts. So before I let you go, I have just one more thing that I want to drop into your.

00:14:17 CAM EVANS, MBA, Chief Marketunist

Landing pages are a myth.

00:14:20 CAM EVANS, MBA, Chief Marketunist

You have a 22 essential sources of traffic to your landing pages, paid and organic organic traffic comes from your.

00:14:30 CAM EVANS, MBA, Chief Marketunist

Search engine optimization, social, social sharing, social, social. I’m trying to say that five times social sharing and earn links or back links that people are writing about you and linking to your content or they’re linking to your and your content. So organic traffic.

00:14:50 CAM EVANS, MBA, Chief Marketunist

And your paid traffic comes from ads on search, social display, billboards, signage, QR codes, videos.

00:15:00 CAM EVANS, MBA, Chief Marketunist

Division sponsored and promoted content.

00:15:04 CAM EVANS, MBA, Chief Marketunist

And you must optimize your landing pages that for the ones that are getting paid traffic, you want to optimize those pages. Why?

00:15:16 CAM EVANS, MBA, Chief Marketunist

Well, the reason for it is simple. You’re spending money.

00:15:20 CAM EVANS, MBA, Chief Marketunist

To get that traffic and you want to spend the least amount of money to get the highest number of conversions on those landing pages, period. So we optimize.

00:15:36 CAM EVANS, MBA, Chief Marketunist

Landing pages with split testing now split testing is also known as AB testing or Multivariate.

00:15:46 CAM EVANS, MBA, Chief Marketunist

Testing if you’re feeling fancy and want to impress your friends, multivariate big word alert. So split testing gets its name because we’re splitting the traffic to our website to test whether a control page which we can call page.

00:16:04 CAM EVANS, MBA, Chief Marketunist

  1. It converts better than a test page which we can call page B, hence the name AB testing based on the data you can find out which converts better and spend more money sending traffic only to the page with the highest.

00:16:23 CAM EVANS, MBA, Chief Marketunist

Conversion rate. Now you don’t need to do split testing on your organic landing pages. You can.

00:16:33 CAM EVANS, MBA, Chief Marketunist

But you’re not spending money to get that traffic, so you don’t need to spend anymore unless you’re seeing a surge in traffic that’s not getting any conversions whatsoever. And I would recommend putting a pop up form on those pages.

00:16:53 CAM EVANS, MBA, Chief Marketunist

With split testing for.

00:16:55 CAM EVANS, MBA, Chief Marketunist

Pop up this way you don’t have to mess with the content, it’s already ranking, it’s already getting traffic, it’s already optimized, but you can still optimize for converting that traffic by having a pop up appear on the page if they want to exit the page if they’ve been on the page for a specific amount of time. If they’re coming to that page.

00:17:15 CAM EVANS, MBA, Chief Marketunist

From a geography that is the target market for you, then you can put a pop up on that page that responds to any of those conditions so that you can get the conversion that you want to get, you’re basically personalizing.

00:17:29 CAM EVANS, MBA, Chief Marketunist

Content to help move a conversion alone.

00:17:34 CAM EVANS, MBA, Chief Marketunist

And we’ll talk more about split testing and a future episode. But for now, you’ve got your assignment, so let’s recap.

00:17:43 CAM EVANS, MBA, Chief Marketunist

1st we need to shift your mindset to every page is a landing page.

00:17:51 CAM EVANS, MBA, Chief Marketunist

Got it. Landing pages have four goals.

00:17:56 CAM EVANS, MBA, Chief Marketunist

Grow your e-mail list #1 #2 create more prospects #3 generate cash flow. It’s all about the Benjamins.

00:18:09 CAM EVANS, MBA, Chief Marketunist

And #4 build a referral for your brand, audit your website to align every page to your business goals and then start considering how can we optimize our landing pages for the paid traffic sources. If you’re doing any type of ads.

00:18:27 CAM EVANS, MBA, Chief Marketunist

You want to make sure that you’re getting the most bang for buck from those ads, otherwise you’re going to spend a lot of money sending traffic to pages that don’t convert and then optimize pop up forms for your organic traffic sources and you’ll be off to the races. If you would like to learn.

00:18:49 CAM EVANS, MBA, Chief Marketunist

About how to transform your lazy website into a marketing powerhouse, then I would invite you to sign up for our Fire Your Lazy Website webinar at madegrandbycam.com. The link is included in the show notes, but I want to thank you for spending time.

00:19:10 CAM EVANS, MBA, Chief Marketunist

With me today, I appreciate it. You’re special for doing that so.

00:19:16 CAM EVANS, MBA, Chief Marketunist

Love you. And if I’ve earned your confidence, please consider subscribing to the show and giving us a five-star rating on whatever platform you listen to podcasts so that we know that you want more of this content and more people in our community will begin to discover the show.

00:19:36 CAM EVANS, MBA, Chief Marketunist

So may there always be a market for the things we do?

00:19:42 CAM EVANS, MBA, Chief Marketunist

Be Grand Marketunist.

[“Good Times 2024 Re-Mastered” Music Fades]

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Landing Pages Are A Myth
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