How to Convert Clients With Landing Pages That Don't Suck

Mateo Lopez-Blog (1)

Mateo: 00:02 – Hey, it’s Mateo of Two-Brain Marketing. On this week’s episode—.

Mike: 00:04 – Mateo, Mateo. Just before you get going on this whole thing, I have a couple of questions about my landing page.

Mateo: 00:11 – Mike, we can’t keep meeting like this.

Mike: 00:15 – But I signed up for the marketing course and it said I’d be able to ask questions and I thought maybe this was a good time.

Mateo: 00:21 – Well.

Mike: 00:21 – It’s awkward.

Mateo: 00:25 – It’s not a great time but well, what do you mean, what can I help you with today?

Mike: 00:31 – I wanted to talk about landing pages and you know, mine is currently not doing super good and I thought as an expert you might—I got an idea, I’m just going to take over the show and I’m just going to ask you a bunch of questions on landing pages. I’m going to fix my own stuff and maybe we can help some of our listeners as well. See what they can do on their landing pages. Are you good with that?

Mateo: 00:50 – Well, Mike doesn’t sound like I have much of a choice here now does it, so let’s do it.

Mike: 00:54 – No you don’t. This is Two-Brain Radio and it’s a takeover. I’m Mike Warkentin from Two-Brain Media and I’m here with marketing expert and podcast host Mateo Lopez who is now the guest. This time we’re going to be going over landing pages. That means you put up an ad, someone clicks through. What do they see? We’ll be back with that after this.

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Chris: 01:30 – This episode is brought to you by Incite Tax. Incite Tax is founded by John Briggs, a CrossFitter, a great big tall guy with a fantastic sense of humor and John is like a coach for your books. These guys are not just pencil-pushing number crunchers. These guys will actually help you get towards your Perfect Day. If you’re a member of our Growth stage part of the mentoring program, you’re familiar with John’s videos on 1099 versus W2 contractors. See John used to work for the IRS. He’s seen the other side of labor law and he knows exactly where the line is drawn. Don’t believe everything you read, but on the tax side, John can actually help you plan to take home more money every year and save more money on taxes because John is a certified Profit-First accountant. If you’ve listened to this podcast before, you know that I’m a big fan of Mike Michalowicz’s Profit First system and John at Incite tax and his staff can help you plan backward from profit to get to where you need to go. He’s helped members of the Two-Brain family buy houses in the first year that they’ve implemented Profit First. It’s helped people save more money, take home more money and make the business do what it’s supposed to do, which is pay you.

Mike: 02:41 – All right. This is Two-Brain Radio. If you’re enjoying this series, please remember to subscribe, leave us a review or comment. It would be great. We got more coming from marketing expert, Mateo Lopez. Mateo, how are you doing today?

Mateo: 02:53 – Doing well, Mike.

Mike: 02:54 – Good, I’m sorry to interrupt what was supposed to be your podcast. I’ve been doing this a few times now, but I we’re getting some good information. Last time we talked about ad creative and it was a great show. If you guys want to see some ideas on how to get better at ad creative, go back in the archives, you’ll find it; it was the last show we did. This time we’re going to talk about what happens when creative does its job. So creative does its job, your viewers click through, they see often a landing page. Now we want to know what should be in there. So Mateo, we’ll go back to exactly what you said last time. I’m sure there are some best practices for landing pages and then there’s some stuff that you can get outside the box. Let’s talk about the best practices first.

Mateo: 03:32 – Well, all right Mike, so what do you want to know?

Mike: 03:35 – So the first thing is you know, in a lot of our ads you click and what happens, where do they go?

Mateo: 03:45 – Yeah. So when someone, if you’re doing paid—yeah, if you’re doing paid advertising and driving traffic, you’re typically trying to get them to take some kind of action. And there’s a few things you can have people do, especially working on the Facebook platform. You can have them watch a video, you can have them click on something, download you know, an ebook or some kind of offer coupon. For us, I like using landing pages to try and get people to opt in and learn more about a specific program that I’m going to advertise. And so yeah, typically my ads go and draw people to a landing page. And then that’s again, to get people to take one specific action here.

Mike: 04:25 – So these pages, they can be on a website or there are third party providers, correct?

Mateo: 04:29 – Yes.

Mike: 04:29 – So I guess the benefits of third party providers are probably plug-and-play stuff where a lot of it’s kind of done for you and they make it as easy possible for you to build these things out. And then I guess if you’ve got some web design skills and kind of know what you’re doing, you can probably save some money and do that on your own site. Am I right?

Mateo: 04:49 – 100%. Yeah. There’s a lot of third party landing page builders out there. There’s tons, and I’m sure people who are listening have probably come across one or two of them in their lives. What’s cool about that is, you know, there’s three really best practices you want with a landing page. And the first one is you’re trying to get someone to pick one—you’re trying to get people to take one singular action, right? You need to pick that action and figure out what it is. And then you want the people to take that one specific next step, that one specific action. And so with a website, if you drive people to a website, you know sometimes you’ll have that nav bar at the top, right? Sometimes you’ll have other links on there. Even if you have like a separate page for maybe a program that you’re advertising. And so people could click on one of the other menus or could click onto another page of your site. And so what’s cool about a landing page is they don’t really have that option. With the landing page, there’s no nav bar, there’s no nothing except for either that form you want them to fill out or that button that’s going to take them to the form to fill out.

Mike: 05:57 – So you’ve got to make sure that thing—essentially you have to direct your traffic properly or you risk losing that person because there’s something shiny in a different corner that you didn’t think about.

Mateo: 06:05 – Yeah. Especially if you’re paying money to drive to drive this traffic, right? You want to make sure people are getting funneled into the one thing you want them to do. That’s why it’s called a funnel, Mike.

Mike: 06:14 – But ultimately you’re delivering on the promise, right? Because if you are telling them you’re going to show them this and they go to your page and start wandering, you’re not actually fulfilling your deal, you want to show them what they’re interested in. So in our case, we’re talking gym businesses, these guys are interested in, I need to be healthier, I need to be fitter, you know, maybe weight loss, whatever. If they go onto your site and they see like a specialty powerlifting program, that’s not really going to help them.

Mateo: 06:39 – Yeah. Another example, let’s say you’re a chiro or a PT, and you have an ad that says, hey, suffering from low-back pain. Like you know, there are five easy steps you can do at home. Download this free ebook, five tips for fixing low-back pain and they click the ad, goes to a page, there’s a download ebook button, but then there’s also the book an appointment button, there’s also a, you know, about us button. There’s also learn about Dr. So and how he got his degree in is now the best chiro in Indiana. Yeah, now people aren’t going to do the thing you wanted them to do, which was download the book. Right? So that’s what the benefit is of building out a landing page. And that’s where using third party providers can a lot of ways save time and an effort there.

Mike: 07:31 – Yeah, because we were telling people in a lot of cases that, you know, we want to create content to establish expertise. We’ve got that organic stuff going on. People are seeing us, we’re branding the whole deal. But the downside of all of that is then when you go to a blog or a website, there is so much stuff to look at. You might forget why you came in in the first place and all of a sudden it’s scroll on waterskiis and you’re back onto Facebook, you know? So I totally get that. So on a landing page now you talk about best practices, what needs to be there, what doesn’t?

Mateo: 07:58 – Well, one more thing before we do that. The other benefit of a third party provider is that you can more easily track conversion rates. It’s harder to do that on your website. I mean, you can, if you’re pretty fancy like that.

Mike: 08:11 – You gotta get into the analytics.

Mateo: 08:11 – But yeah, it’s way easier if you have a third party to just be like, hey, I built this page. What’s my opt-in percentage on this page that I built for this offer for this ebook or for this free trial.

Mike: 08:22 – So what’s a reasonable rate? What’s a reasonable rate for third party provider? We can talk in small business here. We’re counting pennies. Like what should someone pay?

Mateo: 08:29 – I think anything over 14% of an opt-in rate’s pretty good.

Mike: 08:34 – Oh, sorry. Is there a monthly fee or is there—

Mateo: 08:36 – I’m sorry, you’re talking about prices. Yeah. I mean there, there are so many options out there. You know, there’s tons, all different price ranges. We have one that we push. And the reason there, we tell people to use click funnels, but the reason for that is because we can very easily share and download our templates with other people. So that’s why we like click funnels, but there’s tons out there that people can use it.

Mike: 09:05 – Yeah. So there’s price points all over the place and I’m sure the features and benefits are kind of the same but kind of different and different things. It’s more about integrations with your platforms and things like that.

Mateo: 09:14 – Correct. So thing number one, pick an action that you want people to take and then make sure that your page is designed to get people to take that one action. So if you want everyone to download your ebook, then your page needs to tell people over and over to download the ebook. If you want people to opt in and inquire about a six-week program, everything on your page should be like opt in and sign up for the six-week program or learn more about the six-week program, to do that, put your info here. So if you want someone to sign up for your free trial class, the page should just say nonstop everywhere sign up for the free trial class.

Mike: 09:59 – So you’re talking about you got to paper, this thing with calls to action.

Mateo: 10:03 – Yeah.100 percent. And make sure the page is designed to have people take that one action.

Mike: 10:11 – So what do you mean by that? That means that this is like easy clicks and things like that.

Mateo: 10:14 – Everything that we were saying, you don’t want to give them two options, right? Download the ebook or things like that.

Mike: 10:22 – So repeated, focused calls to action.

Mateo: 10:22 – So that’s kind of thing number one. Thing number two is, you know, attention spans are short. So this is kind of, I kind of led into this—what?

Mike: 10:42 – Sorry, I’m just proving your point. Go ahead. Sorry, Mateo, this takeover’s going all wrong.

Mateo: 10:49 – No. Yes, you’re right. We just got distracted again. Attention spans are short, so you have to use every word, every image, every video to get them to take that action that you want them to take, right? If you’re trying to get them to book an appointment, every one of those images, words or videos needs to either address objections that people might have to book an appointment with you or sell a benefit of what booking that appointment will do for that person. Right.

Mike: 11:26 – So this is like the recipe where you need to think about everything that’s in there. Does it need to be there and does it contribute to the overall dish and or is it extra or is it just like, that’s too much pepper, it needs to be, you need to really think about the ingredients on this landing page and make sure that they’re dialed into your call to action message.

Mateo: 11:42 – Couldn’t have said it better myself, Mike.

Mike: 11:44 – Yeah. It’s the haiku. We’ll call it the haiku of advertising, right, where every syllable has to matter.

Mateo: 11:49 – That’s exactly right.

Mike: 11:51 – Yeah. OK. Let me ask you this. So you’re talking about, you know, short attention spans and so forth. I have seen some really long scroll fast landing pages that go for a while. Why are people using some of those? Why do they show up from time to time?

Mateo: 12:04 – Long form is fine. Like you know, there’s a lot of science, a lot data about long form versus short form. I would say long form, you need that if your thing is expensive, right? If it needs more convincing, then that’s where you’re gonna see the long form come into play a lot more versus something a little bit shorter.

Mike: 12:32 – So for gym owners and we’ll just—again. We have a wide range of gym owners who listen to the podcast. And some are pumping out some high-ticket items, we’re talking about personal-training packages and like the thousands of dollars and so forth. So if you’re thinking, and this’ll just be a very blanket statement, if you are selling some more expensive packages, maybe you want to take a little more time and make that thing a little longer?

Mateo: 12:53 – 100%. Yeah, 100% for sure. And then we’ll kind of get into the format here I think in a second, but the last thing, point number three is kind of what we said last week, where you just have to be testing. Test different elements of the page, your headline, test that over and over and find something that works. Then move on, test the video or the image, make sure that works, then move on. The button, right? Is it learn more or is, you know, get started now better? So be testing different elements of the page and make sure it’s all optimized for that option for the conversion.

Mike: 13:29 – Listeners, that’s a theme we’ve been hearing every single show we’ve talked about this is that we’re talking about testing and data. Go back in the archives, check out our previous shows if you haven’t heard them. With everything we’re doing, the best part about digital marketing is that we can test the stuff and we can make fast decisions and we can fix things, which is a huge benefit when you’re a small business and you don’t have a ton of money to blow. You cannot swing and miss on these things. So test your data. So now that we’ve tested, what do we do, what are we doing on pages? We found creative that works.

Mateo: 13:58 – Well. So yeah, you were asking about this like long form versus short form. Pages should kind of follow, you know, this kind of general format I think. So you have your first section and that’s really going to be what people call above the fold, right? So it’s, you know, what’s on the screen above that line where like if you want to see more, you’d have to scroll, right?

Mike: 14:25 – Yeah. And that comes from the old newspaper days where you used to put a picture on the front page. You would never put the eyes below the fold because you just see a forehead. The eyes had to be above. So that’s where that term comes from. Landing page, the biggest thing, no scrolling. Correct.

Mateo: 14:37 – Right. Yeah. All the important info that you need for people to understand in order to take the next step with you needs to be above that fold and they need to be able to take action above that fold.

Mike: 14:47 – So there has to be a clickable button somewhere right away.

Mateo: 14:50 – Or a form. Yeah, either one. Yeah, you don’t want people to have to work to do the action you want them to take, if that makes sense. You don’t want to have to have them scroll to take the next step and then find out and click the button and fill out the form.

Mike: 15:06 – Now let’s say I’m not convinced, and I’m going to scroll. What happens next?

Mateo: 15:13 – We’re gonna talk about the scrolls, but there’s some other things about what needs to go above the fold. So above the fold, you know, logos are good. You know, we want people to know who you are, but you want them to be small, right? You don’t want them to take up too much room. Um, you know, especially if you’d have to put more important info in the fold, you know, you want to save that above the fold. You want to save that room for that stuff versus the logo. Yeah. So top left corner of the screen, maybe the front or maybe the top in the middle, but keep it small. The next thing is your headline, right? You, you know, that big headline that’s going to spread across the width of the page. And it’s basically, you know, are you ready to get fit? We’re looking for, you know, people in this town who are ready to transform their lives or try a new fitness program or tired of living with back pain. You know, get ready for the free ebook that’s going to change your life, blah, blah, blah. So your headline is going to be big. It’s going to be across the width of the page and it’s going to basically—it’s that elevator pitch. Like you have to basically tell people what the thing is and why it’s going to help them and why they should do the thing.

Mike: 16:23 – Do you know how many words, do you have a guide for words on there? Like I’m guessing this has to be pretty short.

Mateo: 16:27 – For word count, I don’t, but I have headlines that I know work.

Mike: 16:33 – I’m going to guess. Yeah. I mean, I know your headlines and I’m going to guess that this is in the range of, you know, 20, 25 words max, you’re not getting super long.

Mateo: 16:40 – Some people can experiment—you can do a subheadline too, right? So let’s say your offer is pretty self-explanatory. Like free trial class or whatever it is. Like, it’s like pretty obvious what it is. You can then maybe add a sub headline that goes into a little bit more detail below that. So headline, maybe a sub headline, maybe not. You can experiment with that and then you need some kind of image or video that’s gonna, you know, sell or what the thing is, right. If it’s a low-back-pain ebook, nice beautiful picture of the ebook, of the thing that you want people to download. If it’s a program that you’re going to try and sell them into, if you have a converting banner image, that’s great. I like to use videos here to talk about the program, to talk about our gym, to talk about our success stories of the clients and then get people to take the next action, which is like, you know, if you’re ready to take next step and try this program, you know, click the button below and let’s get started.

Mike: 17:48 – We talked a little bit Facebook and how sometimes on Facebook to get people onto these landing pages, you know, for lack of a better term, amateurish photography or videos can sometimes work cause they kind of fit into the pattern that’s there. But you’d suggested, I think in the previous episode that on the landing page, this is probably the spot where you want invest in production value.

Mateo: 18:07 – A hundred percent. Once they get here, you want to make sure that it looks clean. Sounds good, looks good. Because this is where you’re going to really do a lot of your, not selling, but yeah, you’re selling, yeah, you’re going to be doing a lot of your work here, right?

Mike: 18:23 – That’s not to say that—like you teach people in your course, you know, ways do this with good quality, with standards for sure without breaking the bank. Cause you can certainly hire professionals and like in some cases we’d recommend that. But again, we’re talking about small business owners who maybe don’t have $2,000 to shoot a video, we can get it done with some, you know, a cell phone and Mike.

Mateo: 18:43 – And again, it depends on your offer, right? If you’re doing two weeks free, probably don’t need a video for that. You probably just need a really nice-looking banner image and a sub headline some benefits. And you know, because other than that the offer is really good, like two weeks free. Like that’s a pretty good offer. It doesn’t need a lot of convincing. Right? So you probably don’t need a video for that. We don’t teach a ton of discounts at Two-Brain, but you know, there are, depending on how you structure your offer, right? Depending on what your sales system is, you know, if you use a two-week free but you haven’t dialed in a follow-up process for after the two weeks where you know you’re going to sell a certain percentage of people, there is definitely a way that could work for you. So all that’s to say that it depends on what the offer is. Yeah. If you’re doing a free ebook, you probably don’t need a video too.

Mike: 19:34 – But it’s a piece of media there that’s a showcase image or video that either relates to the product or service or contains in itself a call to action, like a video that ends and says, hey, click the link below to do whatever.

Mateo: 19:45 – Right. And then that next step is the call to action, whether it’s a form or a button, that needs to live above the fold. So that people can get all they need, understand everything they need to understand from the info you’ve has given them and then take the next action.

Mike: 19:59 – Nice. So is there anything else above the fold? That’s the big, I think you said we got a small logo, we’ve got a big headline, we’ve got a clear call to action button and we’ve got a piece of media.

Mateo: 20:08 – I think that’s it.

Mike: 20:12 – So that’s what visitors will see when they jump onto your site. That is the stuff that they need to see for you to have the best chance of getting the next step on them.

Ad spot: 20:20 – Sean: – “How to Add 10,000 of Revenue”? “How to Sell Your Gym”? “What to Do After the Open”?—Holy $hit, Cooper’s written a ton of help guides. Mike: – C’mon Sean. Just read the ad. Sean: – Did you know he gives this stuff away? Like for free? Mike: – Yup. That’s his thing. Sean: – I’d buy this stuff. Mike: – You don’t have to. Sean: – But I would. What kind of business expert gives everything away? Mike: – Chris gives it away so owners can fix their gyms and earn enough to pay for mentoring. Sean: – Oh, that’s actually pretty clever. Should we do the ad? Mike: – Never mind. Just tell them where to get the Free Help Kit. Sean: – Get your Free Help Kit at twobrainbusiness.com/free-tools. Click the link in the show notes. Mike: – Now do the thing from the competition. Come on Sean. Sean: – Come on, man. Mike: – Just do it! Sean: – Are you not entertained? Mike: – And we’re done here.

Mateo: 21:12 – Yeah. So then you ask, well, what happens if they’re not convinced and they start scrolling? So there’s a lot of different ways you can structure your page. There’s a lot of different ways you can do this. And then again, depending on your offer, depending on what you’re doing, you’re going to structure it a little bit differently. What I like to do is the next section is going to be either— and I’ll switch the order for this. There’s two really, there’s two sections that come next. There’s going to be your like benefits, like added benefits where it explains the program, and then there’s going to be your social proof, your testimonials. So let’s just say we had our above the fold stuff and then we scroll down. We have our social proof section. So this is testimonials and this is where you’re gonna add like, you know, check out, you know, Mary’s story. She like joined the gym and you know, got healthier and fitter. This is like Jim’s story. He like was going through a lot of back pain and then he started deadlifting with us and now he’s a monster. That’s where you can put those kinds of content, that kind of content. And again, if you don’t have fancy video, take screenshots of your Yelp, take screenshots of your Facebook reviews and put that in this section.

Mateo: 22:29 – That’s clever.

Mateo: 22:29 – Another thing you can do it—and then the next thing too is in that section, have your call to action there again, have a button that’ll either take them back to the form or open the pop up where they can take the next step.

Mike: 22:43 – So pretty much every section, as they go through, you’re trying to convince them and you need, if you do, you need to give them that button right away.

Mateo: 22:50 – Exactly. Exactly right. If you do have written testimonials or if you do have video testimonials, these things should emphasize the key benefits of the thing that you’re trying to get them to buy. So if it’s like the ebook about low back pain, all these people should say like, it’s you know, the benefits also could solve some objections, right? So it’s like, Oh my God, this ebook was so affordable. It was free. Like, it was great. Oh my God, it was such a quick read. It took me like, you know, 15 minutes to read and like I knew everything I needed to know and now I’m taking steps to cure my lower back. Oh my God. Like after two weeks of reading it, like my low back pain was feeling a lot better. Right. So the testimonials should highlight some of the benefits you’re trying to sell to this person. If it’s your program, right. Same thing. I was nervous about trying CrossFit, but this gym with this program made it so easy.

Mike: 23:54 – I’m not scared anymore. I’m going to click that button.

Mateo: 23:57 – Exactly. I was like having trouble staying motivated. What was great about this program is like their coaches check in on you every week and I no longer had an excuse to not go.

Mike: 24:09 – So you’re confronting some objections that are—cause you can kind of anticipate in this person’s mind, cause you’ve seen so many of them, you can see why they’re not going to click that button. And you’re trying to give them reasons to click.

Mateo: 24:20 – Exactly. So if you can get to that level with your social proof, that’s amazing. If not, yeah, just as many five star reviews that you can copy and paste from your screenshot, from your Facebook as you can.

Mike: 24:33 – And you know, guys, like the social proof stuff, you can just ask your clients, you know, you have tons of clients out there. You just ask your clients, you know, guys, can you write something for me? And you just ask their permission or you know, they have written something for you. Just ask if you can use it. It doesn’t have to be a 20-minute excessive interview with professional stuff. You’re just asking your clients to say some stuff that they want to say anyways. They love your service. They love your products. You know, Chris Cooper’s talked about this many times, he’s even got some scripts for you in the Two-Brain supplies where it’s just like, hey, can I get you to say that again on camera? And you’ve got yourself a nice testimonial video.

Mateo: 25:10 – Yeah, if you’re doing any kind of goal review sessions with your clients, if you’re doing any kind of check-ins and you have an interview with a client that they’re really happy, that’s the best moment to be like, hold that thought, pull out your cell phone. Say that one more time. And you know, that’s how you can collect some social proof really easily.

Mike: 25:30 – How powerful is that stuff?

Mateo: 25:31 – The most powerful, Mike. It’s the most powerful.

Mike: 25:34 – It’s like the opposite of kryptonite.

Mateo: 25:38 – Yeah. It’s like when Superman flies up into the sun, he gets super charged, it’s that.

Mike: 25:43 – People need to see it. People need to see people like, like Chris always talks about, people like us do stuff like this. You need to see someone like you doing something like that.

Mateo: 25:51 – Exactly. Exactly. So, you have to have a social proof section on the page. And then the next section that I like to do is some kind of like, you know, the why. Like why should someone take the next step? So you’re kind of highlighting the benefits. Again, you can do this in a couple of ways. So you can also do like kind of like a journey, you know, step one, come in for the program, sign up. Step two, body comp assessment, step three, personal training. Step four, group classes. Step five, you’re totally shredded. Like whatever the journey is for the person when they opt in for this thing, you can kind of like map that out a little bit. And you’re already explaining this in your video or above the fold. You’re just reiterating it in a different way. Maybe a different visual way. Pictures, maybe with icons. Um, you’re just saying the same, you know, benefits of your program, but just in a different kind of a format.

Mike: 26:52 – And to do that you kind of, you need to know obviously those features and benefits. And that really comes down to like when we talk about the client journey, that’s something that Chris and the mentors teach in the Two-Brain Incubator where you need to figure out like how do people get to your gym and what is their process once they’re in there. And then you can use that in your marketing to help new people understand how your thing works. And so if you don’t know what your client journey is, you need to talk to a mentor to figure it out.

Mateo: 27:14 – Yeah, you’re basically pulling back the curtain for them and giving them the science behind what you do, right? So it’s like you want people to sign up for a six-week program. It’s like, all right, step one, you sign up for your intro, step two, complete your nutrition overhaul. Step three, personal training. Step four, group classes. Step five, accountability with, you know, monthly goal-setting sessions or whatever it is, right? If it’s your low-back pain book, it’s like step one, download the book. Step two, read the book. Step three, do the things in the book. Step four, start feeling better. Step five—

Mike: 27:47 – Golf. But you need to know that journey. And there’s a lot of businesses that don’t think about that. They don’t have a clue, like they just—my client is in. That’s it. They don’t know what those processes are. And honestly, when we’ve looked at this, knowing that process, guiding people through, ensuring your clients go through it and get great service during that process is going to increase retention, which then comes back to marketing because you can track your retention, you know the length of engagement your clients and the whole thing is interconnected. So don’t think that the marketing and the landing page is the be all end all. We have all these different systems in place, that funnel, you know, they’re all interconnected in a web, but the landing page does have a big part of that because you know, all these different steps, they’re laid out on the page.

Mateo: 28:26 – And then these sections, like you can also, if you don’t want to do that here, another thing that you could do and that I see and that works really well is, you know, just the benefits, right? Where it’s like, so it’s quick, it’s a affordable, it’s you know, only going to take three times a week or it’s a supportive community or it’s like for beginners only. So you’re going to be only around beginners, or it’s, you know, what are the benefits of your offer of your program. You can list those out in this section as well. That’s another way of kind of stacking the value and presenting the benefits in a different way.

Mateo: 29:12 – So, yeah, you want to have a section where you either lay out the process or lay out the benefits. That’s kind of the next section. And then the last section is really that final call to action, right? Where it’s like, it’s the last chance to really be like, hey, like what else do you want from me? I explained all this to you. Just do the dang thing. If you can’t—yeah. So that’s really the last piece. I’ve seen some, and I could do this on my pages. Maybe you put a little bio about you or about the gym or about the coach and if you’re going to do that, you want to make sure you put in like other things that highlight the benefits. Meaning like if you have a lot of certifications, if you have like a, you know, a PT degree, if you have a nutrition degree, you want to put all that stuff there. Because again, it’s adding more benefits about, you know, what will happen, what people will get when they sign up for your gym, for your program.

Mike: 30:08 – Yeah. So you’re telling people I have a lot of certifications and that means I can help you find fitness and health faster without scariness and injury and so forth. And you’re just relating that all back to features and benefits, helping the client get through it.

Mateo: 30:18 – And then if you’re ready to meet me, click the button. So that’s kind of a loose structure of like a good landing page. Things that you can sprinkle in there to up your conversion rate, if you have something that can create a sense of urgency or scarcity. So let’s say you are doing a free ebook, only 10 of these available. Which is obviously not true, digital. But you know, there’s only 10 left. Download your free one now. Or if it’s a program, you know, we’ll only open up 10 spots every month. There’s seven left or there’s five left, there’s three left. Sign up now.

Mike: 30:59 – And you can update these pages, correct? You can just, when you have five left, you can knock it down, only have two left.

Mateo: 31:04 – Yeah. People used to do a lot of countdown timers and things like that. I think those are kind of falling out of fashion, but some people say they still work. But yeah, if you can do something to create some kind of scarcity or urgency on the page, you want to sprinkle that all over the page as well.

Mike: 31:22 – If it was tied to a campaign, would you do something like put a date in where it’s saying this offer ends on December 1st?

Mateo: 31:28 – Oh, yeah, so if you’re giving away free ebooks or something like that, yeah. Offer ends, you know, yeah, December 1st or if you’re doing like a free, let’s say you’re doing like a free InBody scan and you do an ad for it. You want people to come in and get a nutrition consult, free nutrition consult, you can get people to opt in and then now you have their email. So if they don’t come in right, if they don’t come in for that appointment, you can look, hey, this expires soon. Hey, this expires soon. Hey, you signed up for this consult, it expires soon. Like you gotta come in by next week, whatever.

Mike: 32:00 – OK. So that’s the concept like you mentioned there, loosely of the like a two-part landing page essentially where they’re opting in and then they have an opportunity to book an appointment, take that next step. And if you get them even the first time you still have an opportunity to call and we went over the calling in an earlier episode, we’re going to call these people nine times is what Mateo recommended. But if they book an appointment so much the better, you’re going to obviously confirm that appointment and get them to come in. But as long as we’re acquiring contact information in some way, we have at least something to talk about, correct?

Mateo: 32:29 – A hundred percent. The last thing I want to mention, and I don’t have this on a ton of my pages, but if you do have some kind, you know, guarantee, if you do have some kind of like, you know, offer for them, if you can put that on the page, that’s going to really help your conversion rate. We used to do this a lot. We don’t do it so much anymore just cause we don’t really need it. But, but yeah, some people like to do, you know, 30-day action-based guarantee. We promise if you show up to the program every day or whatever, you’ll do X, Y and Z or whatever. So that’s kind of the structure of a page.

Mike: 33:10 – Are there any kisses of death, things that are like the dumbest thing you could put on a landing page. Is there anything that you would just like, you know, you cannot do this.

Mateo: 33:19 – Slow loading speed.

Mike: 33:24 – So that’s a big concern.

Mateo: 33:26 – Pages littered with heavy, heavy videos, heavy images. And there’s some free tools like Test My Site. There’s a couple of Google things where you can test the page speed. That can have a negative effect for sure. If your page isn’t optimized for mobile, that’s another huge one. Like say your stuff really looks good on desktop, but when you go on mobile, all the important stuff’s below the fold. So you want to make sure you’re looking at that and making sure that’s optimized for mobile for sure.

Mike: 33:56 – Majority of people are on mobile from what I’ve seen. Is that your experience too?

Mateo: 33:59 – 100%. Yeah, that’s definitely, and that’s going to only, I think continue to happen more and more as time goes on.

Mike: 34:06 – Now I’m going to guess these third party providers where you would pay someone to host these landing pages, their speeds are probably pretty good?

Mateo: 34:13 – Yeah. Yeah. That’s the other reason why it might behoove you to use that vs your site cause your site might have some stuff that weighs you down.

Mike: 34:20 – Yeah. Cause I know that some websites have all sorts of different plugins and they’ve embedded a bunch of stuff and all of a sudden you get these gigantic loading times, people will drop off if they’ve clicked and they don’t get what they want. They’re probably gone. So the two things are you want site speed and you want a good mobile experience.

Mateo: 34:37 – Yeah. Weak headlines, you know, that’s another kiss of death if your headline is not attention grabbing, if it’s not benefit focused or benefit driven, that’s another thing that can really hurt you. If your media asset where it’s a video or image is not great that can hurt you.

Mike: 35:00 – And we went through creative in a previous show, check back in the archives guys. If you want to know some of the ways that you can test creative and if you want to see some of the best practices in there, things that you can experiment with, that show is previous, so you can find out some ideas on there because some creative just sucks and some of it’s great.

Mateo: 35:16 – Yeah. Speaking about that, some more, like written copy, if you’re call to action is confusing, if it’s weak or if it’s unclear, that’s going to hurt you big time.

Mike: 35:30 – And I guess you probably want things spelled properly and grammatically correct and like that kind of stuff too. Cause you know, it’s not a professional experience if it’s the wrong there, their or they’re.

Mateo: 35:40 – Yup. That’s, that’s huge. We talked about this when we talking about, you know, putting your bio in the bottom or whatever, you really want to use that to build authority. Building trust and authority. You know, again, we talk about attention span. You have a very limited time with this visitor, with this viewer. So if you can throw on, you know, a Better Business Bureau logo certificate on your page, you got Yelp reviews, screenshot those. You got the lowest on Yelp badge, you know, anything like that where you can up your authority, build credibility, build trust put that on the page as well.

Mike: 36:16 – We talked, and then of course the goal here is contact info. In a previous show again, we talked about what to do with that contact info post. So if you’ve got a great landing page that is now funneling leads to you, go back in archives, check out that show, because Mateo will tell you exactly what to do with that stuff. And you’ve got to contact these guys. It’s not enough to have a great funnel if you don’t have the next step, right?

Mateo: 36:37 – Yes, I would say that kiss of death too, make sure that you’re collecting contact info.

Mike: 36:42 – OK. So we skipped a step there, but that’s where we want.

Mateo: 36:45 – Yeah, I’ve seen some people build out great landing page and that they have their button there and they click it and it doesn’t go anywhere. It goes to the next, it goes to another page, but you’re not actually collecting opt in. So make sure you’re collecting opt-ins.

Mike: 36:56 – So there’s no quid pro quo. I get the book, but I will give you my contact info.

Mateo: 37:03 – I don’t think I can hear that phrase for a minute. Hearing it nonstop on the news, But yes. But yes, you need to make sure you have that.

Mike: 37:15 – All right. That is landing pages. We’re going to go over more stuff, more steps in the whole process and so forth. If this is interesting to you, remember this is one of the downstream things, we’ve got some stuff previous in this series. It’ll tell you what to do with contact info, how to evaluate creative, different things that you can look at. Please subscribe, if this series is helping you out, please subscribe. We’ve designed it to be actionable, so take a look at the stuff that’s in there. Mateo is going to tell you some stuff you can do each show to get results, and this is not just BS that we kind of made up. This is stuff Mateo has tested for a long time in a ton of gyms. It’s actually getting results. We know for a fact that if you call, for example, a lead nine times, you’re gonna make more sales than the person who calls one time, that is just data.

Mike: 37:55 – We have checked that out and it works. So go back into these things. These podcasts do have actionable advice. It’s one of the Two-Brain principles, we want you to be able to do stuff with it. Mateo, I’m going to go back and adjust my landing page probably right after this call and maybe make a few adjustments.

Mateo: 38:10 – Amazing.

Mike: 38:10 – Thank you for your time. Again, this has been Two-Brain Radio. If you like it, please subscribe. Leave us a review, leave us a comment and we will be back with Mateo in subsequent shows. Please also check out Sean Woodland with stories from the community on Wednesdays, and then Chris Cooper is Chris Cooper. He’s got the best business stories that you can imagine. The best advice.

Announcer: 38:31 – Thank you for listening to Two-Brain Radio. Make sure to subscribe to receive the most up-to-date episodes wherever you get your podcasts from. To find out how we can help create your Perfect Day, book a free call with a mentor at twobrainbusiness.com.

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