As opposed to a Website
After a recent Webinar where I presented reasons that your CTA (Call-To-Action) may not be working for you, I have concluded from a few of the questions/comments that I should clarify the difference between a Website and a Landing Page.
I hope this post will answer a couple of the questions that I received.
My definition of a Landing Page is:
The specific web-page a user arrives at when they follow a link from direct, referral, or search marketing activity. The page content should contain relevancy to the originating link and at least one CTA leading to an obvious desired result.
More than one CTA may be on each landing page so long as they do not detract from the specific solution that the landing page was proposing in order to appeal to a specific problem being sought out by a specific target market. That is the difference between landing pages and a general purpose website.
Website VS. Sales Page
General websites include many CTAs and distracting links by their very nature. Websites have their place in a Marketing Strategy right along with Landing Pages, Business Cards, Brochures, etc. A Sales Page, on the other hand is created for the distinct purpose to convert the reader to some sort of action that results in a commercial transaction.
It is not a traditional Blog. Get A Sales Page Today.
Every business I ever created over the years really took off once I found a very narrow niche to serve. I’ve also observed that “generalized” business service offerings usually struggle while very narrow niche businesses usually dominate their fields.
So, I now recommend to small biz owners to “test” their marketing efforts with landing pages specific to their various and specific services. As time passes, you may want to break-out one of your niche services into becoming your major offering.
Do You Need One Sales Page Or Many?
That depends on how many solutions you offer and to how many target markets you wish to appeal to. A multiple page site such as a WebroSure™ can help you focus your specific solutions into pages that can be viewed thousands of times thus producing a very favorable return on advertising investment.
Success is not always doing many things a few times, but more so doing a single thing many times over and over until you become the dominant expert of that one thing in the minds of your prospective customers. You can sell your expertise through Internet marketing and the wise use of landing pages.
People do business with People they know. People like to do business with experts. People will trust you as the expert once you become one. You can never become the expert until you focus all your energy into your expertise. Display your expertise with purposeful landing pages and relegate your website to an “about” page where it belongs.
Niche it or loose it. If you don’t someone else will. Google “How Do I Sell My Expertise” to learn more.
Howard writes, speaks, and consults about sensible selling using the new media reality.
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