“Which car would you like to test drive?” the salesperson at the dealership asked me.
He assumed I had done some research prior to arriving and that I was there to buy.
Smart.
How Small Businesses Get It Wrong
When I arrived, the car salesperson didn’t say, “Go stand on that hill and look at our selection, and then email me if you have questions.”
When you send people to your website’s homepage, you are telling people to go stand on the hill. It’s a wasted opportunity.
Homepages are the opposite of helpful to your prospects after you’ve spoken to them.
Your Homepage is for Before You Met Them.
Your website homepage needs generic copy, because it’s your introduction to people.
Once people meet you, they should never see your home page again.
Landing Pages are for After You’ve Spoken to Them
After the test drive, the car salesperson asked, “Do you have kids?”, “How far from home do you work?”, “What is your current car?”, “What is the most annoying thing about your current car?”
He was learning more and more about me so he could enhance his pitch and get me excited to buy.
That’s what your landing pages do: They get the prospect ready to buy.
They build trust, because when prospects read them they feel like you understand their unique needs.
- My home page asks, “Want to chat about your WordPress website?”
- My landing pages say, “Based on what I’ve learned on our call, you would feel so much better if you had this product for these reasons…”
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- My homepage: My goal is to inspire curiosity. Hopefully prospects call or email me.
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- My WordPress landing page: The only way to find this link is via an email from me. It meets you where you are in the buying process and inspires you to buy this specific product, which we’ve already discussed on the phone as a potential solution for your business need.
After we’ve met via phone, I send you to a WordPress landing page that answers all of your questions and inspires you to take the next step (which for me is usually signing up for one of my products).
You get a custom message that meets you where you are right now in the sales process and moves you one step further down the pipeline.
Nothing is Quicker than Custom WordPress Landing Pages
And here’s the kicker: If the landing page doesn’t yet exist, I create it!
WordPress is built for landing pages!
Here’s a real-world WordPress landing page example that I use for people who purchase our most popular product, Website Amazing:
- On the initial qualifying phone call, I learn that Website Amazing will be a great fit for the their business.
- I follow up via email with a link to my Website Amazing landing page.
- I follow up and close the deal…
Is this helpful? Got questions? Let me know!
Additional Resources
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From Toby’s Blog
- “Now THAT was a good meeting!”A single effective meeting can change the course of history for a company. Imagine if you could lead effective meetings EVERY DAY! You can, but it takes curiosity & practice. This article is a good place to start your journey to a more effective you.
- Never Respond to RFPs & Custom Proposal RequestsY'all who work at normal 9-5 jobs don't need to deal with the B.S. that is an RFP process (or rather you get paid to deal with it). But us freelancers gotta deal with a whole big bag of schtuff when it comes to custom proposals. Here's my quick-and-dirty RFP filtering process that I use […]
- What content should I put on my homepage?I see websites as one stop of many on the sales journey, useful to help get customers from Point A to Point B in the sales process (or maybe from Point D to Point E). If you are wondering about what to put on your homepage, start with these basic sales-related questions: Who, specifically, will…
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From Toby’s Blog
- “Now THAT was a good meeting!”A single effective meeting can change the course of history for a company. Imagine if you could lead effective meetings EVERY DAY! You can, but it takes curiosity & practice. This article is a good place to start your journey to a more effective you.
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