Should You Use a Dedicated Landing Page?

Tim: 00:00:11

Hi, everyone.

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I'm Tim.

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I'm a client manager here at Solutions 8.

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This is Ankar.

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He is a strategist, also with Solutions 8.

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We're getting together today to talk about

dedicated landing pages and what that

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could mean for your business, for your

clients, when to use it, pros and cons,

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how to find out if it's actually working.

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to kick things off, what is the

difference between a dedicated

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landing page and a normal landing page

and a normal landing page is just.

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A page that anyone lands on at any

time, whereas a dedicated landing

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page is a page that you specifically

designate, as the destination for ad.

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let's begin chatting about that.

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what should be included, in

an effective landing page?

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what do you want to see on there?

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what makes them really work?

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So I think before going to that, I

think Tim, we should discuss about

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what is the difference between like

dedicated landing pages and your website.

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I guess, let's start from that maybe.

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so for most of Legion accounts and for

SAS companies, it's really important,

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to use dedicated landing pages, because

with dedicated landing pages, you can.

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Put any messaging on the

landing pages, right?

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And then, there you can put any

videos, any images, you are putting

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those headlines descriptions, or

let's say any ad copy onto your

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like, normal website, it might affect

your ranking and all that stuff.

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And you can't do a test, right?

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Because if you are changing your

content regularly on your website, it

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will mess up your SEO ranking, right?

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And Google will index, let's say if

Google bots index your website weekly,

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then it will get new signals every week.

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And then it might affect your ranking.

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It might affect your visitor flow.

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so that's why we use like

a dedicated landing page.

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And in there with dedicated landing

page, we can do a lot of stuff.

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I think, we can go in depth, in for

the, points, but I think that's the

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difference between website or service

page and a dedicated landing page

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for that service or for that product.

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Okay.

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So you're saying a big difference

is the frequency of changing the

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information, control of the information

we're displaying versus what might

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be on the site for SEO purposes.

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is this something we want to make?

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more to the point.

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Just get all the good stuff on

this dedicated landing pages.

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that's just gonna specifically be

designed to convert and maybe not

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designed as much to provide that

in depth education to the process.

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And, as Tim, you do

SEO and all that stuff.

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So I think you can, understand,

with SEO, you have to write, Longer

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content, you have to put all the

like right keywords that you want

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to rank on all that stuff, right?

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But with landing pages, for any

marketing channel there, you have

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to use minimum, content, right?

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And, I don't think people who

are searching for a plumber.

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Or let's say, who are searching for

a emergency roofer, they will not go

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and read that long content, right?

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They need, direct points, USPs.

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They want to know when this thing Guys

started working, like how much experience

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they have, what are the reviews?

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And then they will just

simply call or fill the form.

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with SEO, the direction

is different, right?

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The objective is different for service

page and website, because there we,

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you, they put a lot of content, a

lot of images and all that stuff.

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And it slows the site, because

of that content tags, HTML files.

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Jpg files and all that stuff.

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you can share about.

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What we actually do in SEO and then,

what should we avoid, on the website?

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Let's say, for example, if you are

not using any landing pages, We

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don't want to use it and we want to

use website for SEO and for landing

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page, like for our marketing as well.

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So maybe if you can share some ideas,

like people can execute to also.

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Do the SEO and also use it for marketing.

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I think that will be great.

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because we have lots of client

and, when we, where we ask Hey,

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can we create a landing page?

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and they just say, no,

like we can't do that.

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So maybe there, if you can, give like

your two cents on that, I think it

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would be really helpful for someone.

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I think the biggest thing to do

in both of these cases is make it

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user oriented, whether it's from

a search marketing perspective.

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Or a paid marketing perspective.

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It's about the user and it's about

providing value for the user with

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the dedicated ads landing page.

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it's meant to be more concise and

contain certain strategic elements.

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those elements are expanded on

more generally in the search engine

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version, where you will want to

include your authority, social proof,

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of course, the keyword density, all

of those factors, internal links.

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whereas the main difference there

would be a dedicated landing

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page for paid ads might not be

as concerned with internal links.

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in fact, they would go against

that as that's a distraction

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with a dedicated landing page.

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You want to.

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get that user, that visitor

to take an action immediately.

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You want to sell them on that action.

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You want to get them to take that action.

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You don't want to distract them.

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Whereas in a search focused landing

page, you're going to want to link

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to internal services, other pages.

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there's going to be a lot more distraction

that weighs down the ability to convert.

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And so I think for paid ads,

Dedicated landing page is a great idea.

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But if you're just running with the

one and you just have a search focused

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landing page, You don't want superfluous

information in there because that will

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bog down the user experience as well So

as long as you stay focused on the user

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and you touch on the core elements We're

going to chat about right away here.

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that should be included in dedicated

landing page If you stick to those core

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elements, you're going to provide a

good user experience You're going to

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clearly display your offering you're

going to have a call to action Thank

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you and you're gonna explain your value.

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So that's they're

fundamentally very similar.

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But I think, as long as you're

focusing on the user and you're being

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more concise and less distraction

focused in a dedicated landing page,

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you're going to see some success.

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So what should we be seeing?

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on car in your view?

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What elements should a successful?

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Dedicated landing page contain.

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I guess there are like lots of, landing

page structures or layout you can, try.

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But I think, that there are like few

common points, which every landing page

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structure or layout should follow, right?

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so I guess, The first one will be

like headline, because I've seen

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a lot of service pages or web pages

or websites, which just starts with

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a single line, which is the service

team, and then they start a paragraph.

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That doesn't work out with paid search

users, Because again, like they want,

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information that is easy to grasp.

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And they're not there to, get knowledge,

They are there to make, do an action,

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So for that, we have to be concise

and we have to give more information.

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With less content, Put as much as

possible to educate that person with

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less content, That should be the mindset

when you are creating a website, a

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service page or a landing page for ads,

I guess the second will be Background

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image, If you want to use it, you can.

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but then I think images actually help

because that displays what you do

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or what service you provide, right?

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so that's a good point.

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good addition to have on your

landing pages on your web pages.

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Then we should have a description

where you can put pointers

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or you can write a title.

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Two, three lines, description

about that service.

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then fourth can be a phone number, right?

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It's really important to have a

phone number on your site, if you

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are, in service-based industry if

you are into an emergency service

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like plumber, like electricians or

maybe roofers and all that stuff.

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and it should be placed strategically

above the navigation bar or.

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It should be above the fold, What

people actually do is they put the

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phone number down in, The footer.

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the person has to scroll down with

all the, And scroll down through the

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content and to find the phone number,

And it's not on the footer as well.

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Like you have to click on

contact and then there you find

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the phone number and email ID.

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So it's really difficult for that

person to contact you directly.

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I guess that's.

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4th and then 5th can be a lead form, but

we have so many examples where people

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again, like put forms, lead forms on

contact pages, Or at the bottom of the

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page, to reach the bottom of the page,

the user has to like scroll, So if you

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have lots of content, I don't think

person will scroll that much, We have

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seen the averages, people will scroll

50% Of your page, and then they will

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just leave it if you think it's not

interesting or, you are not providing a

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good service or anything for any reason.

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and then CDs, and, maybe.

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reviews, I guess these are the points

that best practices are our main things

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that should be included in a web page on a

service page or on a landing page for ads.

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these are the basic points

you should follow and maybe.

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What we can do is like we can attach a

PDF, with an example, which is following

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all these, things and, that page is

actually converting like at 20 percent

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or 30%, has a 30 percent conversion rate.

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that.

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we are using that same layout

for our other clients who deal

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in turf and all that stuff.

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you guys can repurpose that

landing page or layout for your

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services or for your clients.

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these were the things

that you should follow.

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while creating a landing page

or maybe a website we've got

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reviews in there for social proof.

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You've got Not too much information

because that can create an obstacle

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that creates a barrier And you want to

remove the whole point of a dedicated

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landing page is to remove those obstacles

and barriers to get someone to take

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the action, which is to convert and

submit that form or make that call.

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So you want to have those

actions prominently displayed.

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You want to remove obstructions

to those actions and you want to

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show that you're legitimate, show

what you do and do it precisely.

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sounds like a pretty good summary of the

elements you want to include in that page.

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so you touched on earlier

that SAS products lead gen.

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This is something specifically tailored

to those types of businesses, right?

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This wouldn't be as effective in

an e commerce environment, Yes,

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you can say that, but e commerce,

I have seen some clients, who

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are using bridge pages, right?

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What bridge pages means is it is the

page which connects ads to your site.

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I will say that.

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for example, your audience is, an older

audience, right above 45 or above 50.

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for those people, I think content.

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Actually matters, right?

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Because they are used to reading new

statements and I'm like big content.

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they actually read.

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I think, if you have a bridge, what bridge

page actually means is like there, you put

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the content, like a lot of content, which

explains, your product and what is your,

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USPs and how that product will help you.

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For example, let's say air purifier.

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All right.

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now, on the site on Shopify webpages

or product pages, you don't have much

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space or you can't put the content

like 10 things that 10 benefits

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that air purifier, gives you right

or else, you can't put that on your

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product page, Because you have to

stick with the product description.

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I think there.

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Bridge pages work.

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So on bridge page, you can

talk about those 10 points.

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And then below you can put a product,

image where people can click and then

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go to the product page and can work.

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you can do, that, for e commerce,

but generally like landing pages

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and all that stuff that, we usually

use for Legion and, SAS companies.

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have single product, right?

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Because with e commerce, you can't create

which wages for thousands of products.

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that's really like subjective, but

lead generation clients, like they

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have max five to six services.

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So you can create five to

six line pages for services.

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And then for SAS, you have, let's say

one or two products, then you can create.

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Or like two, three products.

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structure we're describing is more

suitable to lead gen sass products,

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whereas, and a bridge page might

be suitable for e commerce with

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a smaller amount of products.

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But if there's a lot of amount of

products, those products themselves

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should be similar in structure

to a dedicated landing page.

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Anyways, they've got a

clear call to action.

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They've got.

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Reviews, which are the social proof.

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They clearly display the product.

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they, in effect, act as

a dedicated landing page.

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so yes, keeping to lead

gen into SAS products.

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The structure we're describing is

really suitable for those types of

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service businesses and SAS businesses.

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so I guess the last thing is,

how do you know if it's working?

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Like, how do we know?

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if we're setting up a dedicated landing

page versus a service, how do we

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know that's actually going to work?

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think that's a really good question,

people usually look at conversion

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rates, to see if the website is

working or landing pages is working.

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But I think that's wrong metrics to look

at, or maybe you should look at that in

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later stage, When you are just started

with your landing page, I guess the main

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things, you can look at as, metrics that

actually matter, I think first, if you

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are like, using landing pages, or if you

are like heavy into like optimization, A

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B test, you should use a software, which.

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Tracks user behavior on your site.

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in Solutions 8, we use Clarity,

which is a free software there.

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You can look at mouse clicks.

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You can look at scroll depth.

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You can look at heat

maps and all that stuff.

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So I think that's really important to

analyze if our landing page is working

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or not, because there you can look at

How much people are scrolling, like

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how much people are reading, what

are the main points they are reading

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at, then, look at heat maps, right?

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Where people are spending

the most, time, right?

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then, look at where people are

just skipping the content, right?

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If people are skipping the

content, that means People don't

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want that information, right?

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So you can remove it from your

site or from the language, right?

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then maybe look at bounce rate.

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then look at form abandonment rate,

People usually look at conversion

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rate, but I think that's secondary.

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These are primary things

you should like, look at to.

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say that, this landing page is

really good, or it's bad, right?

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Or this website is really good, or

service page is really good or bad,

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So you can do these things for a

landing page or for your website, So

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I think these are the points, you can,

see or you can track these metrics.

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I can think of anything

else, other than that.

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I think that's everything.

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that pretty much covers it.

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I think so.

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We've got you know What a dedicated

landing page is how it could be

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beneficial for the user and thus, you

know for the business using it What

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elements we should have on there?

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and of course We'll link to that pdf that

shows a good example of a concise landing

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page with all of those call to actions

and health and social proof elements

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and what use cases it's appropriate

and then of course, yeah how to track

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if it's working for you Right on.

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Thanks a lot for jumping in here

and getting in deep with this.

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So appreciate it.

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no problem.

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I guess we should finish this, on a note.

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I guess whenever you are testing

anything, or using landing pages, or if

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you are sending traffic to the website.

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Always do a b test always track the

metrics that I talked about because

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that what matters right From that data,

you will understand why people are not

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converting Let's say if you don't Look at

these metrics you don't look at heat maps.

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You don't look at,

let's say, Scroll depth.

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You will never understand what's happening

in the back end You will just look at

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conversion rates and will cry i'm not

getting any conversions but You have

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to look at these numbers See like why

i'm not getting conversions and based

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on that metrics work on those metrics

improve that landing page and then you

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will see your conversion rates increasing

or simply your revenue increasing.

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that's the crux of everything.

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Why we should use landing page

and what you should do after

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creating a landing page, right?

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Make sure you're looking at that data.

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Not just guessing.

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Absolutely.

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Yes, not just guessing and a lot of

clients do that Like they just look at

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their conversion rates and revenue numbers

They don't look at what user is doing

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and why the user is not Even though

your product is best in the world, but

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still if you are not able to like portray

that on your website You it's, nothing.

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and I think our job as a marketer is just

to drive like right traffic on your site.

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the 50 percent job is of the

website to convert people, right?

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So if we are doing our job, right?

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And your website is not

doing its job, right?

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don't think it will help us

like, in generating you more

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revenue or more conversions.

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was a note for clients who just

bash like, marketing agencies or

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like specialist for low conversion

rates or let's say for low revenue.

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you made a good point there too

about, conversion rates and not

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being necessarily misled by them

or putting too much stock to them.

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I'm looking at those deeper

metrics, scroll depth and things

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like that, because that can also.

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Even if you're getting really

good conversion rates, that

310

: 00:16:36

can improve them even further.

311

: 00:16:37

so that really is the underlying

area of importance to focus on.

312

: 00:16:40

not just the top line number there,

but what's going on behind that number.

313

: 00:16:43

How can it be improved?

314

: 00:16:45

And then really learning.

315

: 00:16:45

Yeah.

316

: 00:16:46

Yeah, let's say you are driving one

100k customers or users a day on your

317

: 00:16:52

site Then a small percentage change

in conversion rate can affect a lot

318

: 00:16:58

like for example from two percent

conversion rate if it goes to like 2.

319

: 00:17:02

1 Then You increase your conversions

from like: 2000

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: 00:17:09

and those a hundred people that will

increase your revenues and all that stuff.

321

: 00:17:14

And you can invest more in your

Google ads or in any other, channels.

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: 00:17:18

Perfect.

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: 00:17:19

that pretty much sums it up.

324

: 00:17:20

yeah, let us know if you guys

are using dedicated landing pages

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: 00:17:22

and how that's been for you.

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: 00:17:24

Okay.

327

: 00:17:24

Thanks a lot.

328

: 00:17:25

All right.

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: 00:17:26

We'll chat soon.