Tag Archives: Landing Pages

How to Make Every Page a Landing Page

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Landing pages have long been central to content marketing; the idea is to develop small, individual Web pages that are narrowly focused on accomplishing one specific goal—converting users into clients, most often. Grammar Chic works with clients to develop landing pages, and we have written on the topic extensively.

There is a new way of thinking about landing pages, however—a new mindset that suggests every page on a company website should be a landing page; every page should be specific and purposeful and attempt to convert users into customers.

How can you accomplish this, though? There are a few strategies that are important to making every page function as a landing page.

Make Every Page a Landing Page

First, make sure every page has a purpose. Basically, you should think of your website as a resource for visitors. Every page of it needs to offer value; it needs to help your user in some way—so how do the pages of your site help the visitor? If you can’t answer the question, maybe some of those pages need to go.

Align every page with your central branding. Are you branding your company in terms of thought leadership? Its small-company nimbleness? Affordability? Every page of your site should reflect that central branding message. For example, your About Us page shouldn’t just be a corporate history; it should underscore those branding points that are central to your marketing.

Give every page a goal. Having a purpose isn’t enough; your pages should also have goals. They should lead the visitor to a new level in the sales funnel—whether that’s getting them to read your blog, order a product, or pick up the phone and call you. Give each page an end game.

Ensure easy navigation. In leading visitors through the sales funnel, it’s important to provide easy ways for them to move from one page to the next, and to get supplemental resources as needed; this means sleek layout, but also smart internal and external linking. Provide readers with resources, but don’t distract them from the central topic and purpose of the page.

Finally, and most importantly, don’t forget the landing page basics. Every page of your site should have two key elements to ensure its landing page efficacy—full contact information for your website, and a strong, clear call to action. These elements are non-negotiable.

Talk with us about converting every page of your website into a landing page. Contact Grammar Chic at www.grammarchic.net or 803-831-7444.

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Failed Connections: Why Your Content Isn’t Landing

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Creating content is not the same as engaging your readers; similarly, communicating does not always lead to connecting. This is one of the potential frustrations of content marketing: That you might pool a lot of resources into content development and, on a technical level, do everything right—yet still fail to really engage or resonate with your audience in a meaningful way.

The good news is, this problem is not insurmountable. It’s just a matter of locating the blockage in the pipe, so to speak: Where are your efforts to connect breaking down? Where are you going too far, not going far enough, or simply going in the wrong direction?

There are some common sources of failed connection in content marketing. Some of the major ones:

You think everyone wants to hear your life story. Or, rather, the story of your business. A lot of online content is heavily “about”-centric, and the thinking is that this provides some context for trust, or perhaps that it humanizes the business. There is some truth to this, but it is also possible to take it too far. In the end, your users want to hear about the value you can offer them—not every last detail of your 30 years in business.

Your content is too “inside baseball.” Explaining how you do what you do, in great technical detail and with a lot of industry jargon, may convey a certain level of authority, but it may also keep your users at a distance. Remember: What they ultimately want to hear about is the benefits you can offer.

Your content doesn’t solve real problems. Your users don’t need you to create new problems and then solve them. They want you to meet them where they are and speak to issues they’re actually having. That’s where using buyer personas is essential!

You’re not respectful of your reader’s time. You can disrespect your readers’ time by prattling on for 1,200 words when you don’t need to, but you can also disrespect it by offering 300 words of fluff. Every word should convey value!

Remember that the point of content is to connect—and that takes some work! For assistance, contact the Grammar Chic, Inc. team today: 803-831-7444, or www.grammarchic.net.

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