Live Landing Page Reviews

Frank Coyle President, Point It

Dec 12, 2011

Presentation Agenda About Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• Conversion Optimization

• 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

Presentation Agenda Landing Pages Agenda

1. Must haves

2. Case Study

3. Landing Page Checklist

4. Landing Page Critiques

Presentation Agenda LP Gurus

Only Get it Right 67% of Time

Presentation Agenda You Only Have 7 Seconds

1. They don’t know who you are

2. They don’t know what to expect

3. They have no reason to trust you

Presentation Agenda 3 Basic Principles

1. Compelling Headline

• Relevant to keyword

2. Give reason to do business with you

• Unique Selling Proposition/Key specifics

3. Clear direct eyepath to offer/call-to-action

Presentation Agenda Evolution of a Landing Page

1. Your house is overflowing with stuff

2. You want to put your belongings in storage

3. You’re searching on terms like:

• personal storage, storage warehouse, etc.

Presentation Agenda

Presentation Agenda Today

Presentation Agenda Landing Page Checklist

• “Above the fold”

• Eyeflow leads to target

• Eliminate navigation where possible

• Shrink the header graphic

• Buttons, see them from across the room

• Trust symbols, awards

• Conversion tracking

• Google Analytics Goals & Funnel

Presentation Agenda After

Landing Page Critiques

Presentation Agenda A Landing Page is Your Most Expensive Salesperson

• Set it up for success

• Establish benchmarks and quotas

• Monitor results and performance

• Continually train and improve

• “Hire” lots of them!

Q & A

Frank Coyle, Point It frankc@pointit.com