Think about this…. You want to run ads on Google and Facebook to sell your Open Water Scuba Diver Course, and you’re willing to pay $100 a week to drive visitors to your website. You’ve done your homework, and you know that you can target your ideal OW customer for $.74 per click, but for easy math, we’ll call it a cool $1 per click. Let’s crunch some numbers:
- $1 per click
- 100 visitors equals $100
- You spend $100 per week
- You average just under $450/month with 450 potential customers to your site.
Do you want to send those paid prospects to your home page where they may have to search for information about becoming a certified diver? Maybe during their search they get derailed from their original intention and click on your blog post to read about the 10 best dives in the Caymans. Now, you’ve probably lost that buck, or worse, lost a potential customer.
Now, imagine this…. You create a page that has a singular purpose, which is to educate your visitors about becoming an Open Water Diver. You’ve highlighted all the important information about the course and you’ve provided them with valuable content to help them make a decision. You stripped away all the unrelated content and kept the focus on OW to ensure you hold your prospects’ attention long enough for them to continue consuming your landing page and ultimately make a decision to work with you. Doesn’t this page feel much more beneficial to your customers and wallet?
Check out this infographic for the optimal landing page.