Landing  Page  Development  101  How  to  begin  the  landing  page  process  and  what’s  needed  to  be  successful.  

Becky  Livingston  President  &  CEO  Penheel  MarkeBng    March2014  

What  are  landing  pages?  It’s  NOT  just  any  landing  page  on  your  site.      It  IS  a  page:  1.  That  includes  informaBon  specific  to  a  certain  set  of  criteria.    2.  Where  someone  completes  a  form.  3.  That  exists  solely  to  capture  visitor  informaBon  through  that  

form.    

Importance  of  Landing  Pages  •  Allows  you  to  “speak”  to  a  specific  audience.  

•  Defines  the  content  rather  than  offers  generic  content.    

Elements  •  Logo  •  Headline  •  Offer  •  DescripBve  Copy  •  Product/Service    •  Call-­‐to-­‐AcBon  •  Form  

Driving  Traf=ic  1.  Paid  AdverBsing  –  Google,  Bing,  Facebook,  etc.  2.  Search  Engine  OpBmizaBon  (SEO)  3.  Email  4.  Blog  Posts  5.  Video  6.  PresentaBons  /  Speaking  engagements  7.  AdverBsing  on  referral  sites  8.  TradiBonal  markeBng  –  radio,  television,  newspaper  9.  Events  

Getting  Started  •  Leverage  a  template  to  create  the  landing  page.  •  Write  SEO-­‐infused  copy  and  headlines.  •  Use  a  compelling  image  that  correlates  to  the  content  on  the  page.  

•  Mirror  the  headline  from  the  ad  to  the  page.  •  Keep  the  form  simple.  •  Ensure  the  form  “Submit”  goes  to  a  valid  email  address  that  is  monitored  frequently.  

•  Use  a  call-­‐to-­‐acBon  that  makes  sense  for  the  audience.  •  When  you  get  a  lead,  follow  up  within  a  reasonable  Bme,  i.e.,24-­‐72  hours.  

•  Measure  the  page’s  results  using  website  analyBcs.  

Who  is  Penheel  Marketing?  Social  media  and  digital  markeBng  consulBng  firm  for  CPA  firms,  small  businesses,  and  non-­‐profits.    

hhp://Penheel.com  

Marke&ng  Analy&cs  Website  analyBcs,  online    adverBsing  analyBcs.  See    which  sources  are  generaBng    the  most  leads.    

Email  Send  personalized,  segmented    Emails  based  on  any  informaBon    in  your  contact  database.  

Search  Engine  Op&miza&ons  Improve  your  rank  in  search    engines  by  finding  and  tracking    your  most  effecBve  keywords.  

Lead  Management  Track  leads  with  a  complete  Bmeline-­‐view  of  their  interacBons    with  your  firm.  

Blogging  Create  blog  content  quickly    while  geing  SEO  Bps  and    best  pracBces  pointers.  

Social  Media  Publish  content  to  your  social  accounts,  then  nurture  leads    based  on  their  social  engagement.