These 4 pages, which make up about 5% of most websites produce about 95% of most company’s revenues. So what are they?
Recourse Guide Landing Page
What is this page and what does it do?
Well, in general, a Landing Page is a type of page someone first lands on when visiting a site or clicking on a link in an ad or email. In this case, the landing page is all about getting the visitor to leave some contact info, such as an email address. The information presents some sort of offer and asks the visitor to take some form of action, namely subscribing to someone’s email list.
Next up, what is a Resource Guide? Simply put, it’s a document that gives people a list of resources on some topic, such as a snowboarding gear guide, that recommends the best set of gear one needs to start snowboarding. For a marketer, it could be the tools needed to produce the most effective marketing materials with the least amount of time and money possible. For a web developer, it could be a list of graphic designers and copywriters needed to get a website done at the highest quality possible, in the shortest time possible, and for the least amount of money possible.
For a Recourse Guide Landing Page, you want a landing page that’s simple, and the desired action is obvious. This is what you get if you join my list. The resource guide on such a page is usually free, and intended to induce the visitor to that page to sign up and get the free resource guide.
The “Lesson” Page
This is a sign up page that adds the sign-ups to an email list where they get sent a series (5-8 videos works best) of short (apx 3-4 minute) free training videos, with each of these videos providing some valuable content, and then pitching some even more valuable product that you sell. Effectively each lesson both teaches and sells a product.
Lesson page or Webinar page: both look similar
The lesson page can look similar to a Resource Guide Landing Page, with the only difference being that it promotes the series of training videos instead of a resource guide, and goes to a mailing list set up to automatically send out the training videos. The best results here come when the videos are sent out every 3 days.
Webinar Registration Page
First of all, what is a webinar? Basically it’s a seminar broadcast over the internet.
So a Webinar Registration Page is meant to convince visitors to register for a webinar, where they will learn something valuable. During this webinar, most of the time really should be spent teaching. Near the end, is when you can add some sort of pitch, such as a tool or service you’re selling that had help the attendees do what you showed them much faster, better, and easier than they could on their own.
A Webinar Registration Page has two main purposes, one is to get people signed up for the webinar, the other is to get people added to your mailing list, and Webinar Registration Pages tend to be the most effective ways of building up your mailing list.
Sales Page
This is an example of a sales letter. A sales page could also use a video, or a combination of a letter and video.
This page does just what its name would indicate, it presents either a sales video or a sales letter and offers some product to solve some problem.
The way this is best done is to present some problem first, and then show how you’re product or service can solve that problem.
For example, you have a problem, you need a website. I have the solution, I design websites, so I can solve your problem. You would of course describe the problem and your solution in more detail on a sales page but that’s the basic pattern – Your Problem → My Solution.
Again, these four pages will produce 95% of your revenues, yet these are often the most neglected pages for most companies. That means that if you’re not paying attention to these pages and making sure they’re giving you the best performance they can, you’re missing out on a ton of sales.
For example, let’s say your Webinar Registration Page generates 80% of your company’s total sales, and gets about 15% of all visitors to sign up. Let’s say you got 100 people to visit that page last week, and 15 of them signed up, and you’ve been selling 10 products per week on average. But you could have gotten 35 to sign up with a little tweaking of that page, then you’ve just lost about 8 sales that week, cutting your weekly sales nearly in half!
The fact of the matter is that would still be terribly low performance for a Webinar Registration Page, which typically get more then 50-60% of all visitors to sign up, so imagine how many sales you could have by paying attention to these four pages and getting people onto your mailing list where you have multiple chances to get them to buy from you, whereas getting them onto your home page give you just one shot at it.
Thank you for reading. Tomorrow I’ll get back to the topic of the characteristics of successful people with the first characteristic on the list in yesterday’s post, Confidence.
In the meanwhile, if you have any questions, comments or feedback, feel free to leave it below. If you need any help setting these pages up, feel free to visit the Contact Us page and fill out the contact form to let me know what you need done and how I can best contact you to go over the project with you.
