by Randall CraigFiled in: Blog, Blogging, Make It Happen Tipsheet, Social MediaTagged as: Advertising
$134.81 Billion: this is Google’s 2019 ad revenue. Google’s keyword-savvy Pay-per-click selling machine allows any organization (or person) to specify keywords, construct an ad, and specify how much they would pay for a click. Google then puts the ad on a web page that contains the keywords. When a user clicks, the advertiser pays, and Google benefits.
And so does the advertiser. The user has made a commitment by clicking, and hopefully they will transact after they land on the target page. Unfortunately, the conversion to a sale does not happen as often as it should, because many advertisers are completely unaware of a simple concept: the landing page.
A landing page is really just the other half of an advertisement. The ad sets up the requirement and helps people with a particular problem self-identify and click through. The landing page provides the solution, and a next step. It converts browsers into buyers. Here are key attributes of it:
The concept of a landing page can be generalized: there is a metaphorical landing page after everything that we write. What did you want people to do after they finished reading? This week, think through the next step in any of the projects that you are working on, and start crafting the landing page. (Hint: the landing page is merely a bridge to another decision. Once you’ve mapped out your decisions, it is vastly easier.)
Follow-my-own-advice bonus: The next step beyond this post is one that I wrote on attraction and conversion. And the next step after that, please call me.
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