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The anatomy of a landing page.

It’s not a website, it’s not just a click funnel’s page, it’s not random information, it is, however, the start of a sales process.

I’m seeing many landing pages talking me out of buying a product in the same way poor salespeople do… too much information. They don’t recognise when the customer has had enough, and put too many hoops to jump through.

The reason (excuse more so) is the sellers, even sellers of ideas, seem to spend too much time giving all the information everyone needs to make a decision without considering what the audience wants. That is marketing to everyone, which everyone knows doesn’t work, yet everyone still does it.

But that’s not you, is it? If you are annoyed that i am putting you on a box with “everyone”, that’s how potential customers fell when you do it to them.

What’s the solution? Yes you can market to everyone, and this is known as the “diffusion of Innovation”. When you apply this to the “sales process”, there are 3 different amounts of information buyers need to make a decision. You need 3 call to action buttons after each level. 1 button for early adopters (13.5% of the population), 1 for early majority (next 34%), and one for the late majority (another 34%).

Here is an example page; see if you can pick which content is for “who”.

Hint, it doesn’t “start with why” because it’s only the late majority that is still looking for their why. Early adopters just want to know what to do, and early majority just want to know how.

I know right, it’s Sinek’s golden circle in reverse. Scary isn’t it!

From an SEO point of view (too), Yoast says there are too few words. However direct marketing communications is about using less words, not more.

It’s not for “everyone”, but covers over 70%. Websites are for marketing, landing pages are for sales. So if you are doing your marketing on social media, do you need a website? Not really.

Are these the droids you’ve been looking for?