Hi, everyone. I'm Tim. I'm a client manager here at Solutions 8. This is Ankar. He is a strategist, also with Solutions 8. We're getting together today to talk about dedicated landing pages and what that could mean for your business, for your clients, when to use it, pros and cons, how to find out if it's actually working. to kick things off, what is the difference between a dedicated landing page and a normal landing page and a normal landing page is just. A page that anyone lands on at any time, whereas a dedicated landing page is a page that you specifically designate, as the destination for ad. let's begin chatting about that. what should be included, in an effective landing page? what do you want to see on there? what makes them really work? So I think before going to that, I think Tim, we should discuss about what is the difference between like dedicated landing pages and your website. I guess, let's start from that maybe. so for most of Legion accounts and for SAS companies, it's really important, to use dedicated landing pages, because with dedicated landing pages, you can. Put any messaging on the landing pages, right? And then, there you can put any videos, any images, you are putting those headlines descriptions, or let's say any ad copy onto your like, normal website, it might affect your ranking and all that stuff. And you can't do a test, right? Because if you are changing your content regularly on your website, it will mess up your SEO ranking, right? And Google will index, let's say if Google bots index your website weekly, then it will get new signals every week. And then it might affect your ranking. It might affect your visitor flow. so that's why we use like a dedicated landing page. And in there with dedicated landing page, we can do a lot of stuff. I think, we can go in depth, in for the, points, but I think that's the difference between website or service page and a dedicated landing page for that service or for that product. Okay. So you're saying a big difference is the frequency of changing the information, control of the information we're displaying versus what might be on the site for SEO purposes. is this something we want to make? more to the point. Just get all the good stuff on this dedicated landing pages. that's just gonna specifically be designed to convert and maybe not designed as much to provide that in depth education to the process. And, as Tim, you do SEO and all that stuff. So I think you can, understand, with SEO, you have to write, Longer content, you have to put all the like right keywords that you want to rank on all that stuff, right? But with landing pages, for any marketing channel there, you have to use minimum, content, right? And, I don't think people who are searching for a plumber. Or let's say, who are searching for a emergency roofer, they will not go and read that long content, right? They need, direct points, USPs. They want to know when this thing Guys started working, like how much experience they have, what are the reviews? And then they will just simply call or fill the form. with SEO, the direction is different, right? The objective is different for service page and website, because there we, you, they put a lot of content, a lot of images and all that stuff. And it slows the site, because of that content tags, HTML files. Jpg files and all that stuff. you can share about. What we actually do in SEO and then, what should we avoid, on the website? Let's say, for example, if you are not using any landing pages, We don't want to use it and we want to use website for SEO and for landing page, like for our marketing as well. So maybe if you can share some ideas, like people can execute to also. Do the SEO and also use it for marketing. I think that will be great. because we have lots of client and, when we, where we ask Hey, can we create a landing page? and they just say, no, like we can't do that. So maybe there, if you can, give like your two cents on that, I think it would be really helpful for someone. I think the biggest thing to do in both of these cases is make it user oriented, whether it's from a search marketing perspective. Or a paid marketing perspective. It's about the user and it's about providing value for the user with the dedicated ads landing page. it's meant to be more concise and contain certain strategic elements. those elements are expanded on more generally in the search engine version, where you will want to include your authority, social proof, of course, the keyword density, all of those factors, internal links. whereas the main difference there would be a dedicated landing page for paid ads might not be as concerned with internal links. in fact, they would go against that as that's a distraction with a dedicated landing page. You want to. get that user, that visitor to take an action immediately. You want to sell them on that action. You want to get them to take that action. You don't want to distract them. Whereas in a search focused landing page, you're going to want to link to internal services, other pages. there's going to be a lot more distraction that weighs down the ability to convert. And so I think for paid ads, Dedicated landing page is a great idea. But if you're just running with the one and you just have a search focused landing page, You don't want superfluous information in there because that will bog down the user experience as well So as long as you stay focused on the user and you touch on the core elements We're going to chat about right away here. that should be included in dedicated landing page If you stick to those core elements, you're going to provide a good user experience You're going to clearly display your offering you're going to have a call to action Thank you and you're gonna explain your value. So that's they're fundamentally very similar. But I think, as long as you're focusing on the user and you're being more concise and less distraction focused in a dedicated landing page, you're going to see some success. So what should we be seeing? on car in your view? What elements should a successful? Dedicated landing page contain. I guess there are like lots of, landing page structures or layout you can, try. But I think, that there are like few common points, which every landing page structure or layout should follow, right? so I guess, The first one will be like headline, because I've seen a lot of service pages or web pages or websites, which just starts with a single line, which is the service team, and then they start a paragraph. That doesn't work out with paid search users, Because again, like they want, information that is easy to grasp. And they're not there to, get knowledge, They are there to make, do an action, So for that, we have to be concise and we have to give more information. With less content, Put as much as possible to educate that person with less content, That should be the mindset when you are creating a website, a service page or a landing page for ads, I guess the second will be Background image, If you want to use it, you can. but then I think images actually help because that displays what you do or what service you provide, right? so that's a good point. good addition to have on your landing pages on your web pages. Then we should have a description where you can put pointers or you can write a title. Two, three lines, description about that service. then fourth can be a phone number, right? It's really important to have a phone number on your site, if you are, in service-based industry if you are into an emergency service like plumber, like electricians or maybe roofers and all that stuff. and it should be placed strategically above the navigation bar or. It should be above the fold, What people actually do is they put the phone number down in, The footer. the person has to scroll down with all the, And scroll down through the content and to find the phone number, And it's not on the footer as well. Like you have to click on contact and then there you find the phone number and email ID. So it's really difficult for that person to contact you directly. I guess that's. 4th and then 5th can be a lead form, but we have so many examples where people again, like put forms, lead forms on contact pages, Or at the bottom of the page, to reach the bottom of the page, the user has to like scroll, So if you have lots of content, I don't think person will scroll that much, We have seen the averages, people will scroll 50% Of your page, and then they will just leave it if you think it's not interesting or, you are not providing a good service or anything for any reason. and then CDs, and, maybe. reviews, I guess these are the points that best practices are our main things that should be included in a web page on a service page or on a landing page for ads. these are the basic points you should follow and maybe. What we can do is like we can attach a PDF, with an example, which is following all these, things and, that page is actually converting like at 20 percent or 30%, has a 30 percent conversion rate. that. we are using that same layout for our other clients who deal in turf and all that stuff. you guys can repurpose that landing page or layout for your services or for your clients. these were the things that you should follow. while creating a landing page or maybe a website we've got reviews in there for social proof. You've got Not too much information because that can create an obstacle that creates a barrier And you want to remove the whole point of a dedicated landing page is to remove those obstacles and barriers to get someone to take the action, which is to convert and submit that form or make that call. So you want to have those actions prominently displayed. You want to remove obstructions to those actions and you want to show that you're legitimate, show what you do and do it precisely. sounds like a pretty good summary of the elements you want to include in that page. so you touched on earlier that SAS products lead gen. This is something specifically tailored to those types of businesses, right? This wouldn't be as effective in an e commerce environment, Yes, you can say that, but e commerce, I have seen some clients, who are using bridge pages, right? What bridge pages means is it is the page which connects ads to your site. I will say that. for example, your audience is, an older audience, right above 45 or above 50. for those people, I think content. Actually matters, right? Because they are used to reading new statements and I'm like big content. they actually read. I think, if you have a bridge, what bridge page actually means is like there, you put the content, like a lot of content, which explains, your product and what is your, USPs and how that product will help you. For example, let's say air purifier. All right. now, on the site on Shopify webpages or product pages, you don't have much space or you can't put the content like 10 things that 10 benefits that air purifier, gives you right or else, you can't put that on your product page, Because you have to stick with the product description. I think there. Bridge pages work. So on bridge page, you can talk about those 10 points. And then below you can put a product, image where people can click and then go to the product page and can work. you can do, that, for e commerce, but generally like landing pages and all that stuff that, we usually use for Legion and, SAS companies. have single product, right? Because with e commerce, you can't create which wages for thousands of products. that's really like subjective, but lead generation clients, like they have max five to six services. So you can create five to six line pages for services. And then for SAS, you have, let's say one or two products, then you can create. Or like two, three products. structure we're describing is more suitable to lead gen sass products, whereas, and a bridge page might be suitable for e commerce with a smaller amount of products. But if there's a lot of amount of products, those products themselves should be similar in structure to a dedicated landing page. Anyways, they've got a clear call to action. They've got. Reviews, which are the social proof. They clearly display the product. they, in effect, act as a dedicated landing page. so yes, keeping to lead gen into SAS products. The structure we're describing is really suitable for those types of service businesses and SAS businesses. so I guess the last thing is, how do you know if it's working? Like, how do we know? if we're setting up a dedicated landing page versus a service, how do we know that's actually going to work? think that's a really good question, people usually look at conversion rates, to see if the website is working or landing pages is working. But I think that's wrong metrics to look at, or maybe you should look at that in later stage, When you are just started with your landing page, I guess the main things, you can look at as, metrics that actually matter, I think first, if you are like, using landing pages, or if you are like heavy into like optimization, A B test, you should use a software, which. Tracks user behavior on your site. in Solutions 8, we use Clarity, which is a free software there. You can look at mouse clicks. You can look at scroll depth. You can look at heat maps and all that stuff. So I think that's really important to analyze if our landing page is working or not, because there you can look at How much people are scrolling, like how much people are reading, what are the main points they are reading at, then, look at heat maps, right? Where people are spending the most, time, right? then, look at where people are just skipping the content, right? If people are skipping the content, that means People don't want that information, right? So you can remove it from your site or from the language, right? then maybe look at bounce rate. then look at form abandonment rate, People usually look at conversion rate, but I think that's secondary. These are primary things you should like, look at to. say that, this landing page is really good, or it's bad, right? Or this website is really good, or service page is really good or bad, So you can do these things for a landing page or for your website, So I think these are the points, you can, see or you can track these metrics. I can think of anything else, other than that. I think that's everything. that pretty much covers it. I think so. We've got you know What a dedicated landing page is how it could be beneficial for the user and thus, you know for the business using it What elements we should have on there? and of course We'll link to that pdf that shows a good example of a concise landing page with all of those call to actions and health and social proof elements and what use cases it's appropriate and then of course, yeah how to track if it's working for you Right on. Thanks a lot for jumping in here and getting in deep with this. So appreciate it. no problem. I guess we should finish this, on a note. I guess whenever you are testing anything, or using landing pages, or if you are sending traffic to the website. Always do a b test always track the metrics that I talked about because that what matters right From that data, you will understand why people are not converting Let's say if you don't Look at these metrics you don't look at heat maps. You don't look at, let's say, Scroll depth. You will never understand what's happening in the back end You will just look at conversion rates and will cry i'm not getting any conversions but You have to look at these numbers See like why i'm not getting conversions and based on that metrics work on those metrics improve that landing page and then you will see your conversion rates increasing or simply your revenue increasing. that's the crux of everything. Why we should use landing page and what you should do after creating a landing page, right? Make sure you're looking at that data. Not just guessing. Absolutely. Yes, not just guessing and a lot of clients do that Like they just look at their conversion rates and revenue numbers They don't look at what user is doing and why the user is not Even though your product is best in the world, but still if you are not able to like portray that on your website You it's, nothing. and I think our job as a marketer is just to drive like right traffic on your site. the 50 percent job is of the website to convert people, right? So if we are doing our job, right? And your website is not doing its job, right? don't think it will help us like, in generating you more revenue or more conversions. was a note for clients who just bash like, marketing agencies or like specialist for low conversion rates or let's say for low revenue. you made a good point there too about, conversion rates and not being necessarily misled by them or putting too much stock to them. I'm looking at those deeper metrics, scroll depth and things like that, because that can also. Even if you're getting really good conversion rates, that can improve them even further. so that really is the underlying area of importance to focus on. not just the top line number there, but what's going on behind that number. How can it be improved? And then really learning. Yeah. Yeah, let's say you are driving one 100k customers or users a day on your site Then a small percentage change in conversion rate can affect a lot like for example from two percent conversion rate if it goes to like 2. 1 Then You increase your conversions from like 2000 people to like 2100. and those a hundred people that will increase your revenues and all that stuff. And you can invest more in your Google ads or in any other, channels. Perfect. that pretty much sums it up. yeah, let us know if you guys are using dedicated landing pages and how that's been for you. Okay. Thanks a lot. All right. We'll chat soon.