Triage, Landing, and Squeeze Pages
By Ron Rosenberg
People seem very focused on their web sites and about their social media presence.
They're sometimes more concerned with how many friends or followers they have, or how many "design awards" their web site has won.
In fact, web sites and social media are just that: forms of media - banner ads are no different than display ads in a magazine. YouTube videos serve much the same function as ads on TV. And I promise you - no smart person is as concerned with how many people see an ad as with how many people take action on the ad, how much revenue is generated, and what the return on investment they receive.
Unfortunately, when it comes to creating a web site, most of what we see - even from people and companies that should know better - is nothing more than an online brochure.
In fact, when we review some web sites as part of our Marketing Makeover consulting webinars, the clients will admit that the way they got their web site was by giving a brochure to a web design company who basically used it to create the content.
With this in mind, let's review the three key components you should have on your web site.
Triage was a medical procedure developed during World War I to help reduce the number of fatalities that resulted from battlefield injuries. Rather than treat each and every wounded soldier the same, a triage nurse would do a quick initial assessment of each person, and determine if they needed immediate care or if they could reasonably wait a bit without experiencing any serious complications.
This program was very successful as evidenced by the presence of a triage function in every hospital emergency department as part of the intake function.
When it comes to web sites, triage is just as important: you need to get the visitor to the right part of the site as quickly as possible so they can get the "best possible care" from what you have to offer them.
For example, click on the site for our speaking business, www.RonRosenbergSpeaker.com. It will open in a new window, and you can follow along with the commentary. When you hear a voice coming from that page, you can view the intro video or pause it if you want.
Then scroll down and take a look at the three boxes near the top of the page - each one represents a component of our business: Keynote, Breakout, and Workshop. Remember, the purpose of the site is to generate leads as well as provide information, so watch what happens after about 30 seconds...a window pops up and invites you to schedule a call or submit a question.
Then, as you click on each of the three boxes you'll be taken to a specific page that gives more detailed information about each of these three areas. In other words, we get viewers to the part of the site that's most appropriate for them as quickly and directly as possible so they're only looking at relevant information.
Another big problem we see is marketing campaigns where people craft a compelling lead-generation piece - whether an e-mail, an ad, or a direct-mail letter - and then direct traffic to the company's home page, making the prospect go on a wild goose chase to find where they need to go to actually take the desired action.
Here is an example of a landing page that is more in line with what we like to see:
There are no distracting navigation buttons, no unnecessary graphic elements - just the information needed to make it easy for the visitor to take action, including:
- A compelling headline
- An image of the software
- A definite offer
- Features that translate into benefits
- A call to action with a clear response mechanism
All of this combines to provide a seamless hand-off from the source of the lead generation to the place they need to go next.
Finally, we have the "squeeze page" - the place where you can get visitors to your site to willingly give you their contact information in exchange for something of value that they can use immediately.
This page offers a free report on how you can make money online. Of course, the company needs to know where to send the report, so they need your name and e-mail address.
The "fine print" under the form gives them permission to send follow-up e-mail messages, and as soon as the "submit" button is pressed, the user will be added to a multi-step, multi-media marketing sequence that will continue to educate, engage, and, ultimately set the stage for the sale.
These three tools should be used deliberately and strategically throughout your web sites to get maximum results!