Podcast #27 Transcript Podcast #27 The Key Secrets to Building a Landing Page That Converts Only use one CTA or call to action on your landing page. Make sure it’s clear and tells your audience what to do. Place it high on your page, in case they want to make a move straight away. Make the CTA button standout! Hello, Hello, and a really warm welcome to this week’s episode of The Social Media Marketing Made Simple Podcast, and I’m your host, Teresa Heath-Wareing. I hope you’ve had a great week. I feel like we’re like friends now, so I feel like I can come on and be super honest with you, because this week, I don’t know about anybody else, but boy, have I struggled with motivation. I don’t know whether it’s still because we’re in summer holidays here in the UK and obviously things are a bit up in the air with children off school and that sort of thing, but I have just not wanted to do anything this week, and I hate it when I’m like that. I get so frustrated and so cross with myself. I was listening to James Wedmore’s podcast, which I’ve talked about before and I listen to regularly, and really strangely, but wonderfully, he talked this week about being in a funk, basically where you don’t want to do anything. No matter how hard you try, you don’t get seem to get anything done. Work isn’t coming easily. You’re not very motivated. I know that sometimes in the world of a personal brand or someone who speaks to people like I do, that you feel that you should always be on your game and you feel like you should always be showing other people that you don’t struggle with this sort of thing E [email protected] H www.teresaheathwareing.com 1 Podcast #27 Transcript or that you find it really easily to get on with stuff, but I really don’t. Sometimes I find it so difficult to motivate myself, and that’s one of the downsides I would say of working from home. Even though I have this great team that work with me, we’re all virtual. Three of them are in the States, so obviously we’re virtual. Sometimes it just is really difficult to get yourself motivated in the morning and I have to say, I have really struggled this week. I’m hoping that it’s just a bit of a blip and a little bit of time that maybe my mind and body is saying to myself, “Do you know what? Take a bit of a rest. You don’t need to be working this hard at the moment. Take it easy a little bit and then we’ll get back to it,” and I am confident we’ll get back to it very quickly, but sometimes like I said, you just don’t feel motivated to do anything. So, I managed to make myself record the podcast, which is really bad because I love recording the podcast, but I’m making myself do it early so that I don’t leave until the last minute like I did last week, and the poor team had to run around and get it all sorted for me in time. As always, I apologized to them and I’ll apologize again. However, much to their delight, we’ve started recording interviews, as I mentioned last week, and therefore, it’s forcing my hand to be organized, so they are going to have a much easier run at it this time, which I’m sure they’ll be most grateful of. Anyway, onto today’s podcast episode. Anyway, onto today’s podcast episode. I think I might have mentioned this, I can’t remember, but recently, I have been running an exercise to build my email list and I could not be happier how that exercise has gone. I’ve been giving away a lead magnet. Talked about that before. In fact, I did a whole episode about what a lead magnet is back in episode number two, all that time ago, and I gave away a really good lead magnet in order to get people to give me their email address and hopefully start to see who I am, start to see what I can offer them, and see if I can get them to follow me and become part of my tribe. E [email protected] H www.teresaheathwareing.com 2 Podcast #27 Transcrit The whole idea the lead magnet is that I get them to do this, and I was thinking about doing a podcast episode on the whole process of that, start to finish, everything I had to do, and I realized that is a big, big episode, so I might not do that just yet. I’ll have a think about how I can do that and make it concise for you and useful, but what I wanted to talk about today was how important my landing page was, and the key steps to think about or consider when building a landing page for yourself. Now, my landing page received a 68% conversion rate. I have to tell you, I couldn’t have been more over the moon with this. This is a really good conversion rate, and I’m going to give you some of those winning secrets and formulas as to why that page converted so much. I’m also going to link to that page in the show notes so you can go and have a look at my landing page. Great if you want to sign up and get the free checklist that I was giving away, but really I’m doing it as an exercise so you can have a look at the page and see how I put that page together. Now, before I talk about the key things that you should do on a landing page, let’s just talk briefly about what is a landing page. A landing page is a page that is not normally on your website. That page has one very specific goal, and that normally is to get someone either signed up to a free lead magnet or someone to purchase something. It also tends to only have one call to action. Like I said, it’s very direct, very succinct, and it’s there for one purpose only. When I create a landing page, I use the system Lead Pages. Now, there are other systems you can use out there, and if you wanted to and you have a web developer, you could essentially just build a landing page from scratch. However, I am a huge fan of Lead Pages. I’m going to put a link to it in the show note and it is an affiliate link, and I have to tell you that A, I don’t do lots of affiliate links, but B, when I do have an affiliate link, it’s E [email protected] H www.teresaheathwareing.com 3 Podcast #27 Transcript because not only do I use that system but I love it. I have to say, Lead Pages for me is a great tool. It does what it does really, really well. Even though I’ve actually just started with Infusionsoft and I know that they have a landing page section of Infusionsoft, I’m actually still sticking with Lead Pages, and I’m going to continue to use it because it’s worked so well for me in the past. Like I said, I’m going to link up Lead Pages. It is an affiliate link, so don’t feel like you have to click on it or use that link. You could literally just search Lead Pages and find them. The other great thing about Lead Pages is they have lots of tried and tested landing page templates that you can use for lots of different reasons, so whether it be for a webinar or a download or an eBook, they have lots of different examples, so you can go and check them out, as well. But what I really want to get on with today is telling you the key things that I do or look out for or how I put together my landing page so that it converts as much as possible, because obviously when you’re putting together a funnel, you’re going to start off with, let’s say you’re advertising on Facebook, so you’re going to start off with your reach on Facebook. That’s the number of people that see your advert, and that will then come down based on the number of people who actually then clicked on your advert to go through to your landing page. That then comes down again when people actually input the details into the landing page that you’ve created, so at each point, people can drop out of that funnel. The key thing here is in every single step is to maximize that bit so that as many people stay in the funnel as possible, so the bit that I’m talking about with you today is specifically the landing page. Now, one thing I should say before I talk about building the landing page. When I say building, I don’t mean physically building. I mean the things that you should think about when putting the landing page together.