Hot Tip #84 is to focus on people, not search engines.
Organic search traffic to a Landing Page is brilliant, but Google is an unpredictable beast right now.
In recent times, I’ve even seen some organic search results start on page two. Pretty wild, right?
Focusing all of your energy on copy that resonates with your visitor’s problem and delivers a world-class solution is a much smarter play. If you deliver, people will talk about you.
Hot Tip #97 is to reinvest your profits back into your Landing Page.
Once your Landing Page is converting, and you’re pleased with your solo optimization efforts, it’s time for the specialists to step in.
There are many areas to outsource, but the first I’d recommend is copywriting. Let a copywriter be the officiator that marries your Landing Page tone and your target audience with linguistic flair.
Next would be your imagery. Commission a photoshoot of your product or service in action. We no longer want imagery that’s merely good enough, we are looking for imagery that tells a compelling story on its own.
Your mascot illustration, constructed from an illustration kit, can now be designed to include your brand subtleties and visual cues.
Repeat the above throughout your Landing Page and before you know it you’ll have a spectacular canvas for your offering.
Hot Tip #98 is to test new narratives for your offering.
This is probably the most advanced Hot Tip in the series, but one worth doing if you have the traffic and budget.
We hammer on about Landing Page copy resonating with a visitor’s specific — singular — problem. But what if your offering solves a few problems really well?
Primary narrative: Your time-tracking software is known for saving freelancers’ time by automating their tax returns. Your API was one of the first to integrate with top tax authorities.
So your Landing Page could read: Tired of filling out tax returns? Our software 100% automates the tax return process for you.
Secondary narrative: Your software sends friendly reminder emails to clients with late payments, resulting in more overall cash flow per month.
This Landing Page could read: Losing control of outstanding payments? Our software reminds your clients for you and increases freelancer cash flow by 20%.
Duplicate your primary page, tweak the copy with the secondary narrative, and edit the imagery to spotlight the ‘client reminder’ emails. Now, set up a new marketing channel to align with the second narrative (late payment) and send them to this new Landing Page.
Repeat for a 3rd or 4th Landing Page
Assess results
Drop the Landing Page with the worst results
Increase the budget for the top performers
The above exercise epitomizes the power of Landing Pages.