8 StepsTo a High Performance

Landing PageBy Justin Brooke

Does your website disappoint you with how many sales per day it brings in?

You’re NOT ALONE! Thousands, maybe even millions of website owners are not getting as many sales as they wish they were.

One of the BIGGEST PROBLEMS is almost all of them are driving traffic to their “home” page. The RIGHT WAY to do things is to

drive traffic to strategically designed landing pages.

Here are my 8 steps to creating a great landing page…

Each landing page should focus on one action you want the visi-tor to take. That can be a click, download, fill out a form, buy

something, or click a share button.

Define what action you want your visitor to take and define a re-sponse rate you would consider a success. For example, if 25 visi-tors out of every 100 filled out your form then you consider that a success and anything lower means the page needs some fixing.

1 Set Goals

I know you want everyone in the world to buy your product.And they can. But you need to create specific pages for each type of

person you think would buy your product.For example, My wife’s parenting site has two main types of visitors. They are both moms and both are women, but they have VERY differ-ent needs. One is a first time mommy and the other has between 3–5

kids.One landing page addresses the concerns of a first time mom and the other the concerns of a veteran. You can have as many landing pages as you need, and it’s worth it too because they will increase your sales

by ALOT.

2 Choose Your Audience

This step is not mandatory like the first two, however, it can significantlyimprove your conversions. For example let’s say you were getting an en-

dorsement from the White House for your amazing service.You would want a very clean and professional looking page. You might even mention on the page how thankful you are for the president to endorse your services. Then all of a sudden you get an endorsement from Justin Bieber.

A boring clean professional site won’t do anything for the Bieber fans, they’ll want something bright, busy and fun. Now these are extreme examples but they were to show a point. Google traffic is different from Facebook traffic and Facebook traffic is different from an affiliate who just promoted you to

his entire email list.

3 Choose Your Traffic Sources

This step is not mandatory like the first two, however, it can significantlyimprove your conversions. For example let’s say you were getting an en-

dorsement from the White House for your amazing service.You would want a very clean and professional looking page. You might even mention on the page how thankful you are for the president to endorse your services. Then all of a sudden you get an endorsement from Justin Bieber.

A boring clean professional site won’t do anything for the Bieber fans, they’ll want something bright, busy and fun. Now these are extreme examples but they were to show a point. Google traffic is different from Facebook traffic and Facebook traffic is different from an affiliate who just promoted you to

his entire email list.

Since each landing age is now going to have a specific action anda specific type of audience, what is the best offer for that audience? If your

landing page is to get people to download a report, what report would create the highest response rate?

If your page is to get them to fill out a form, what thing can you give them in exchange for filling out the form. On one of my niche sites, ProTourLife-style.com, I offer them free interviews with the stars of that market in ex-

change to fill out my form.These interviews are from people every visitor to my page will instantly rec-

ognize and want to hear from, so my page converts VERY HIGH. Well above 50% of the traffic fills out my form.

4 Create Your Offer

Since each landing age is now going to have a specific action anda specific type of audience, what is the best offer for that audience? If your

landing page is to get people to download a report, what report would create the highest response rate?

If your page is to get them to fill out a form, what thing can you give them in exchange for filling out the form. On one of my niche sites, ProTourLife-style.com, I offer them free interviews with the stars of that market in ex-

change to fill out my form.These interviews are from people every visitor to my page will instantly rec-

ognize and want to hear from, so my page converts VERY HIGH. Well above 50% of the traffic fills out my form.

Now it’s finally time to write the words that will be on your landing page. These words should speak directly to your target visitor, match the ad that

sent them to this page, and also describe the benefits of your offer.Start off with a headline on the page that summarizes your offer and

explains the biggest benefit. One we are considering for my wife’s child be-havior course is “Does Your Child Embarass You.” It’s powerful and any

parent who has had a child throw a tantrum while out shopping will instantly relate. Make sure you have some bullet points that list out all the benefits of your offer. Not the features, but the benefits of owning that offer. How will it make their life better? Finally add in some proof or testimonials that show the

visitor that your offer works or has been loved by other people.

5 Write The Copy

Now it’s finally time to write the words that will be on your landing page. These words should speak directly to your target visitor, match the ad that

sent them to this page, and also describe the benefits of your offer.Start off with a headline on the page that summarizes your offer and

explains the biggest benefit. One we are considering for my wife’s child be-havior course is “Does Your Child Embarass You.” It’s powerful and any

parent who has had a child throw a tantrum while out shopping will instantly relate. Make sure you have some bullet points that list out all the benefits of your offer. Not the features, but the benefits of owning that offer. How will it make their life better? Finally add in some proof or testimonials that show the

visitor that your offer works or has been loved by other people.

When designing the page make sure to use colors that your visitor will like. If I sent new mommies to a page with black banckground, neon green buttons,

and blood dripping from the header it wouldn’t work too well.However if I sent them to a page with a light pink background, white pages with dark grey text, and some cute pictures of babies then it will make them

feel like they are in the right place.Make sure to use element that make important parts of the page stand out or put emphasis on things you want the visitor to do. Arrows work VERY WELL!

6 Design The Page

When designing the page make sure to use colors that your visitor will like. If I sent new mommies to a page with black banckground, neon green buttons,

and blood dripping from the header it wouldn’t work too well.However if I sent them to a page with a light pink background, white pages with dark grey text, and some cute pictures of babies then it will make them

feel like they are in the right place.Make sure to use element that make important parts of the page stand out or put emphasis on things you want the visitor to do. Arrows work VERY WELL!

Start out slow at first, with a low budget. Make sure you are watching how many visitors and howmany actions they are taking on your page. Are they staying on your page long enough to read your message or are they leaving

right away?If they are bouncing right off your page then you’ve done something wrong. They are not interested in what you are saying. Try a different headline or try

adding a video to the page.If they are staying on your page for a couple of minutes or at least long

enough to read your copy, but not taking any actions then your offer is not good enough. Try changing it or adding more to it.

7 Drive Traffic

Start out slow at first, with a low budget. Make sure you are watching how many visitors and howmany actions they are taking on your page. Are they staying on your page long enough to read your message or are they leaving

right away?If they are bouncing right off your page then you’ve done something wrong. They are not interested in what you are saying. Try a different headline or try

adding a video to the page.If they are staying on your page for a couple of minutes or at least long

enough to read your copy, but not taking any actions then your offer is not good enough. Try changing it or adding more to it.

Ideally, a landing page is never finished. There is always something else you can do to it to get just a little bit more performance out of it. I like to use a tool

called Unbounce to create all my landing pages.Reason why is because it’s got a drag & drop page builder, tracks how many visitors you got, tracks how many actions they took, and also lets you make

copies of your landing page with a click of a button.With those copies of your landing page you can either create slightly different versions for each type of visitor your have or each type of traffic. Then you can create more copies to test different headlines or different color order buttons.

Unbounce was designed specifically for people who do what I’ve just described. In my opinion, it’s the best tool on the market for serious landing page creators.

Plus, it lets you use extensions of your own domain name so that everything stays branded to you and no one knows you’re using a tool!

If you have any questions or want me to review one of your landing pages leave a comment below.

8 Analyze, Test, & Tweak

Ideally, a landing page is never finished. There is always something else you can do to it to get just a little bit more performance out of it. I like to use a tool

called Unbounce to create all my landing pages.Reason why is because it’s got a drag & drop page builder, tracks how many visitors you got, tracks how many actions they took, and also lets you make

copies of your landing page with a click of a button.With those copies of your landing page you can either create slightly different versions for each type of visitor your have or each type of traffic. Then you can create more copies to test different headlines or different color order buttons.

Unbounce was designed specifically for people who do what I’ve just described. In my opinion, it’s the best tool on the market for serious landing page creators.

Plus, it lets you use extensions of your own domain name so that everything stays branded to you and no one knows you’re using a tool!

If you have any questions or want me to review one of your landing pages leave a comment below.

Thanks for reading! :)

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