How to Use Landing Pages to Drive Leads to Your Business

The Key to Website Design

The key to designing and building effective websites and landing pages is to focus on what it is your prospects want your product or service to provide to them.

They’re searching…
• for a solution to a problem…
• to overcome a frustration…
• to relieve a fear…
• or to remove a concern…

Landing Pages

When a web user clicks on a link, they’re directed to a website page known as a landing page.  This page features information on the product or service that was advertised… and ONLY on that product or service.  It’s objective is to encourage the prospect to buy online or take some other action that eventually leads to a sale.

Website Versus Landing Pages

Your websites home page is the first page your prospects come to if they simply want to visit your website to see what’s on it… to find out who you are… or to learn what your business is all about.

The typical process…
• arrive on your home page
• select an option from a menu or an offer on the page
• arrive on another page with that offer or product
• take a specific action such as making a purchase

Website Versus Landing Pages

A typical website home page offers too many options. An arriving prospect is often bombarded with information, links, offers, images, service listings, and advertisements. The original message or offer that compelled them to visit the site is often lost. You can avoid this risk by creating separate landing pages for your individual marketing campaigns.

Website Versus Landing Pages

Integrating your marketing campaigns with specific landing pages online reinforces your message and keeps them laser‐focused on your offer. You can also use your landing page to capture lead and prospect information. Link your marketing pieces to a specific landing page relevant to their specific situation. Link to your home page and you risk losing them.

Website Versus Landing Pages

The key is to create specific landing pages designed to let your prospects know that they have come to the right place. Landing pages save your prospects time and effort and get you a much better response to your specific call to action. Set a specific objective for each landing page such as responding to your offer.

Landing Page Offers

Your offer could ask prospects to…
• register for an event
• complete an information request form
• download a whitepaper
• subscribe to an online newsletter
• request a sales call

The key is to stick to one offer only. Don’t distract them… create targeted offers for specific groups.

Landing Page Formats

Don’t crowd your page with excessive information. If more detailed information is needed create additional pages, but give your prospects the choice of clicking to those pages. Use 1 – 3 minute videos on each landing page that explains the most relevant information they want to know.

Landing Page Call to Action

Never forget to include a call to action. Tell the prospect how to take advantage of your offer. For example… “buy today,” “buy now,” “limited offer”; or “register now for your free gift.” Create a clickable button beginning with the action word, “register here,” “contact us,” “download now” or “buy now.” The button should be linked to an order or registration form.

Landing Page Call to Action

Free offers are effective… require prospects contact information. If prospect doesn’t accept your main offer, offer a free report that requires them to enter their first name and e‐mail address to download it, then make future targeted offers. A free newsletter, a report or white paper will allow you to build a relationship with your prospects over time.

Landing Page Call to Action

Your call to action should appear in a separate “Offer Box” on the right side of the page ABOVE the fold to attract prospects… and encourage them to take immediate action. This offer box often appears below the fold. Prospects will NOT scroll down and find it. Place it on the right above the fold. Place your offer box to the immediate right of the video, and mention that offer box at the end of your video presentation.

Landing Page Objective

Your landing page has a single purpose—to get your prospects to take the next step toward a purchase. Keep the page free of all navigation links. The only link you want them to click is your call to action. Avoid multiple choices or you risk reduced response rates. For multiple products or services create separate campaigns and separate landing pages.

The Offer – Your Call to Action

Your call to action should be prominently displayed, and it MUST be the RIGHT call to action. Your prospects don’t know you, like you or trust you. You must earn their trust, and that doesn’t happen on first visit. Don’t force prospects to take immediate action. Follow your sales process map for guidance. The Offer – Your Call to Action. Your landing page should consist of more than a simple order form or a registration form. It should present the relevant information expected by your prospects with an encouragement to take further action. Landing pages that use an informative approach build trust before requesting action.

Hot Buttons

Your website MUST immediately convey the hot buttons the moment a prospect hits your site. The top of your site must have a hot button targeted headline that instantly grabs their attention and lets them know they have come to the right place to find their solution. You have 3 seconds to convey that message.

Persuasion Marketing

Grocery store…
• milk in the back
• bakery ‐ the aroma of fresh bread or cookies
• layout of aisles
• location of products on shelves
• attract attention, gain interest,
• stimulate desire and persuade you to navigate their way

Persuasion Marketing

Persuasion Marketing is simply presenting compelling information about your product or service that will persuade your prospects to take a specific action. All marketing should inform and persuade prospects. It’s a process, not an event.



The Decision Making Process

The only variable is your prospects are not all at the same stage in their decision making process. Some are ready to make an immediate decision. Others are still doing their research on you. The fact is that you DON’T KNOW where they are in their decision making process. Thinking it over Researching Ready to buy.

The Decision Making Process

ONLY 4% are “NOW” Buyers. The rest need nurturing. Persuasion Marketing addresses all their wants and needs and continues to move them through the various stages of their decision‐making process. Thinking it over Researching Ready to buy.

The Problem
Most “marketing experts” offer tips, tricks, tools, and gimmicks to convert a prospect into a client. Prospects have “wised‐up” to the trickery and have become jaded, skeptical and distrustful. Businesses must provide an experience focused on their prospects specific wants and needs.
Marketing Is a Science

It operates based on a simple equation. The Marketing Equation…
• Interrupt
• Engage
• Educate
• Offer

What Your Marketing Is Supposed to Do

Your marketing must do 3 things:
• It MUST grab the prospect’s attention
• It MUST facilitate the prospect’s information gathering& decision making process
• It MUST provide a specific, low risk, easy to take action that helps them make a good decision

Let’s Look at These in Depth

All marketing must grab the prospect’s attention. If it doesn’t, it’s worthless. If it doesn’t grab the prospects attention, the rest of your message will never be received. That means you have to have a great headline if the ad is in print… a website…or landing pages.

Let’s Look at These in Depth

Second, every prospect… no matter who they are or what they buy is always looking for the BEST DEAL. Doesn’t mean they want the lowest price. They want the most value for the price. Will pay a higher price for increased value. To find the best deal, they need decision making information.

Your Niche Market Is Critical

You play golf and have developed a slice. Would you go to a golf pro who helps golfers improve their “game? Or to a pro who helps golfers improve their slice? That’s the difference is electing your niche market versus trying to be all things to all prospects.

Let’s Look At These In Depth

Finally, your marketing must contain a low or no risk offer to further facilitate the prospects decision making process. You have to give them a compelling…yet safe way to take the next step, whatever that next step is. That next step gets your prospect actively involved with your business.

All 3 MUST Be Present

All marketing must grab the prospect’s attention. Prospects are always looking for the BEST DEAL. Your marketing must contain a low or no risk offer.

Hope this helps-

Tim Wesley,
Tim Wesley Strategic Marketing


We want to teach you how to apply marketing secrets into the design and layout for your website so you can turn it into a lead generation and money‐making tool for your business

We can provide you with the tools, the resources, the templates and the support that will result in you becoming an online marketing maven. With our guidance and support, you will set into motion an industry dominating online marketing program.





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