Planning a Website & Using Landing Pages

LESSON OVERVIEW In this lesson we are going to learn how to plan a website and create a working website / landing page using a instapage/unbounce. We will also discuss best practices for high conversion rates on your website.

Planning a website Your website is one of the most important channels to drive traffic to, from all other marketing channels. This is the best place to convert your leads into customers/consumers. You need a clear, easy to use website for the highest conversion rates.

Creating a Sitemap Designing a Sitemap helps you clearly see the navigational structure of your website. When designing sitemaps you need to think past just the usual navigation bar (ie – home, about, work, contact, blog), you need to take into consideration landing pages, login/logout, sign-up pages, pop up boxes, social media sharing, downloads, email sends, contact form actions, comments etc.

Task 1: Create a Sitemap; you can use pencil and paper or online tools like writemaps.com and slickplan.com (20 mins)

Make your Journey Clear Make your Journey Clear! Your website must be clean and easily accessible. If it isn’t, you risk turning customers off your product before they even see it. Try to make each journey a clear line. This way, you can track the end goal of each path your customers can take with ease.

Test your Sitemap Working with the people next to you, set a task that a customer would need to complete for a conversion eg. Go to the store, find the t-shirts, select and purchase a large shirt. Rate your partners’ sitemaps /10 for its clarity, ease of use etc. Don’t worry – it’ll help in the long run!

Wireframes Wireframing your website helps you get a clear understanding of the layout and placement of elements on your website. Use the results of your consumer user journeys to plan the best way to physically display your elements online.

Moqups Moqups is a wireframing tool for websites, it can also be used to mock-up designs. app.moqups.com

A Quick Guide to Moqups Moqups combines wireframe website creation with editing and design software to allow its users to create professional, presentable web mockups. Utilise real-time communication and sharing to collaborate on projects and expand your developments.

Task 2: Think about your content and wireframe your homepage Task 2: Think about your content and wireframe your homepage. Think about your CTAs. Use Paper or www.app.moqups.com (30 mins)

Landing Pages Landing pages need to be separate from the main navigation and be used to measure certain types of traffic/data (eg. Google Adwords Campaign) They need to be clear and concise – not too much text and a strong call to action. AB Test for better results

How to Make a Landing Page That C.O.N.V.E.R.T.S. C= Clear Call to Action O = Offer N = Narrow Focus V = VIA: Very Important Attributes E = Effective Headline R = Resolution-Savvy Layout T = Tidy Visuals S = Social Proof

Psychological Factors HAPPINESS, PAIN, MONEY! People think of themselves first. Focus on them. Use the word “you” a lot. Refer to their wellbeing, the choice they’re making and how it’ll make them feel. People feel happy when they have a clear sense of understanding about the product or service. Show pictures of the product in context, or at the very least, clearly describe it. People feel happy when they know that other people are happy (non-enemies, of course). Feature testimonials of happy, smiling customers. People feel happy when they are brought to a satisfying and logical conclusion. Use a longform landing page with a clear start, cognitive flow, conclusion and call to action. People feel happy when they see visuals they like. Incorporate visuals that humans have been scientifically proven to appreciate. People feel happy when they read happy words. Write copy that is upbeat, delightful, optimistic and nonthreatening. Pinpoint where prospects hurt! Is it self image, is it the fact they’re in debt? Strike them then solve their problem. Find your prospects’ ideal price point and show them that number. If you understand the ideal price point for your prospects, why swim upstream? Go with the flow and tell them what they want to hear Show them how much they could save! Everyone loves a bargain. Frugal people even more so! IT drives them. Give them a thrifty insight.

Task 3: Sign in to Instapage and create a landing page.(20 mins)