Why Your High-Converting Landing Pages Isn’t Enough to Make a Sale

Did you treat your landing pages like your favorite kids while locking up the house like your unwanted foster grandson?

Like Harry Potter, your homepage has magical powers. The problem is that he can not show these powers if you do not give him the chance.

What if your fate would end faster than the acceptance letters from Hogwarts collected at Harry’s home?

This is the power of your homepage. You read that right. We said the homepage … not the landing page.

Landing pages have received much praise in recent years. They became the Dudley Dursley of the house. The favorites, even if they do not always have weight. We have nothing against landing pages, we like them and always use them.

The problem is the zero point of truth. This is when your homepage becomes a necessity to close the sale … few marketers know the moment (and use it less strategically). The zero moments of truth were discovered by Google and it shows why even the best landing page needs an excellent homepage.

Let’s look before we expose the zero moments of truth between a homepage and a homepage.

house and house

Landing pages and home pages have two different purposes. This is why they are not the same and have different names.

Landing pages are designed for action. On a landing page, you ask a visitor to do something. This can include purchasing a product, choosing a direct mailing list, planning a call, attending a webinar, signing up for a free trial, and so on. Your landing page revolves around the goal of getting someone to take a single action.

Everything on your landing page is placed there to bring someone closer to the action. On the landing pages, you see a lot of text explaining the product (or lead magnet, webinar, etc.) and highlighting the customer avatar.

This is the landing page of our Certified Search Engine Marketing Specialist. This is only 1/4 of the entire page. Note the number of copies? The whole copy revolves around an action – register now.

Here are some important tips for visiting a landing page:

• It’s long (like roll, roll, and roll)

• There is a lot of text (the more words, the larger the landing page)

• Talk about ONE thing (product, main magnet, webinar, customer service, etc.)

Each button performs the same action (although the copy is slightly different)

The home pages are different. The first pages are not printed for negotiation. You will definitely have call-to-action buttons on your homepage, but this is not the main event. Plan on your homepage to do more than just create actions. The purpose of your homepage is to showcase the benefits of your business, increase visitor trust and pave the way for what to do next.

While landing pages are designed to serve someone strategically, your homepage needs to do much more. Your homepage tells new visitors who you are and what you do, why they care about your business, and what to do next.

Here is the DigitalMarketer homepage. This is ¾ of the entire page (click on this link to view full content). Notice how little copy there is and how you can see all five different calls to action.

You are viewing a homepage when:

• It takes one or two steps to reach the bottom of the page

• Do not see paragraph after paragraph of the copy

• Talk about different products or name customer avatars

• The visitor asks for more than one type of action

When we sell products, we always send people to landing pages. We do not want to send potential customers to our homepage, where they have to call several times to find the product they are looking for.

So why are homepages important?

Thanks to Google Search, we know why homepages are still relevant. It all comes down to the Zero Moment of Truth.

The zero moments of truth

Although it looks like a futuristic space TV show, Zero Moment of Truth is relevant to you as you read it. You don’t need a spaceship to use in your marketing strategy.

What you need is to understand how people buy products online. When someone visits your product page, it is the first moment of truth. To get to the Zero Moment of Truth, they take a step back.

Instead of clicking the elegant Buy Now button, they move their mouse north, search the menu, and click your home page.

Because?

For the same reason, we mainly have a homepage. This visitor is looking for an explanation and to know if he trusts you. After swiping your home page to make sure it stands out, go back to the product page and click the Buy Now button.

What your homepage should look like

Quickly search for templates on the Google homepage. Here’s the problem … how do you know if these models work for your business?

Ryan Deiss, founder, and CEO of DigitalMarketer uses the homepage loop to show why not all homepages are created equal. Do not try to repeat the Apple home page. You are not in the same life cycle in which they and their visitors are confused and lack the confidence you have been looking for.

There are four stages of life:

Step 1: Be aware of the problem (the customer knows he has a problem)

Step 2: Awareness of the solution (the customer assesses what is best for him)

Step 3: Product knowledge (people already know your product)

Step 4: create awareness (people know exactly what you are selling and who you are)

You are in phase 1 or phase 2. (Apple is in phase 4)

In the first phase, your audience wants to find hope on your homepage. They want to know if there is a solution to your problem.

In the second stage, your audience needs clarity. They look for the right solution for them at the expense of the competition.

Oh yes, you have to do everything in 7 seconds or less.

Why 7 seconds?

This is the support team we work with today. Your audience will not crawl your site for 60 seconds if they have no hope that you can help them with the problem or if they make it clear that you are the best person for the job.

Your home page should answer these three questions in three seconds or less:

# 1: what is it?

# 2: Why should I care?

# 3: And now?

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