What is a landing page?
“A landing page isn’t a website, it’s a page that’s disconnected from your website that is used for the specific purpose of generating leads from people interested in a product you might be launching, or a specific service you might be selling.”
Do you really want a website but without the huge financial commitment of a full website upfront?
What is a website?
“A website is a set of related pages located under a single domain name, typically produced by a single person or organization.”
Are you interested in a landing page because you’re confusing it with a one page website?
What is a One page website?
“A one page website traditionally houses all its content in a long scrolling layout and it doesn’t have additional pages like a traditional website.”
So the one page is considered ‘A Website’ even without the extra pages of a traditional website and despite the fact that it can double as a landing page?
*Sigh..all things considered, the construct is confusing, but that’s what’s online, and one page websites typically come in the form of templates.
Not quite what you’re looking for?
The One-Page website I provide is defined by what the client gets: the purpose of a landing page with the function of a website framed by your brand's story. I focus on those characteristics as opposed to “What (exactly) is a One Page website” because people coming to me are typically looking for something different, and I deliver that in a 1-3 day intensive called The One-Page Project.
Telling Your Story
Creating an emotional connection can’t be about your cute daughter, or that you suffer from depression and anxiety if it’s not something your ideal clients are motivated by or dealing with themselves.
Your ‘why’ must be relevant for it to firmly grab your ideal client's attention by the collar and hold it. Believing otherwise in one sense makes you no different to founders needing to make money now: making the conversation about you instead of what connects you to your ideal clients and how it carries over to the service you provide and how they are executed.
No relevance is how the value of what you do becomes invisible.
Converting A Lead
If you’re reading this and you’re from Trinidad and Tobago, you know we tend to enter a store and stroll around without actually buying anything. And if you’ve worked in one of those places that attracts people but no one buys anything per se, it's ten times easier for you to understand why, as someone providing a service online, you’re not just trying to attract your ideal clients.
After generating interest, you want to convert those people into customers minus the small talk. And this is where having a service that caters to a specific problem the person has (at that stage of being interested in your services) proves valuable. I call it a bite-sized service.
A few of my clients customers begin with some version of this for their own services. Three of which (based on what their customers were trying to accomplish), further benefited from those meetings initiating (in part) the execution of their customers entire project.
The service you provide should provide relevant information and context to help a customer make informed decisions that they feel good about. No distinctive quality to your process is how you hit a stalemate and attraction goes nowhere.
Voice Lessons For CyberSpace
Revisiting telling your story, knowing what to say and how to say it is important, but there needs to be a transference of that consciousness online as well. So here are 2 principles to follow to ensure you’re services aren’t aimlessly drifting in space online:
Know Where You Want To Be Found: The introduction begins long before someone clicks on your URL to visit your website. So make sure the right type of customer knows you exist by showing up in the right online marketplace. These spaces typically have their own vibe and language, so consider your brand’s voice when positioning yourself amongst them.
Tip: If you already stand out in other aspects of your services, being generic in your keyword choice will only be legitimizing for your services. So don’t worry too much about being straightforward if the aforementioned circumstances apply to you.
Incorporate Your Brand Promise In Your Meta Description: Remember the benefit of your services to your ideal clients? Using your voice, get creative in the two lines of text available expressing the value of your services. Just make sure some of that information includes language your ideal clients use to make the connection easier for them, and Google.
Tip: I personally try keeping whatever I write within 22 words because it annoys me when I’m unable to read something because it was cut off. So just something to be mindful of.
I am the Founder and Visual Brand Strategist at The BrandTUB **Get online in one day with The One-Page™ **Schedule a call if you need help creating your One-Page website **Sign up to receive these weekly articles in your inbox if you’re not quite ready to work with me yet.
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