Landing page views are the lifeblood of any list building effort. It’s one thing to come up with a great lead magnet, another to design a nice looking landing page, and still another to get eyes on your offer.
I know that struggle. I can’t tell you how many landing pages I’ve built that got virtually no traffic. At one point or another in the process, I made a mistake that hurt my chance to get eyes on my offer. It didn’t matter how great my offers were. People couldn’t see them.
Fortunately, I believe in learning through failure. (Side note: you should too.) I’ve learned what not to do and how to boost my landing page views very easily.
No Landing Page Views Means No Signups
What good is a store without customers? None. Does it matter how shiny the windows are, or how pretty the displays are, or how pleasant the staff happens to be? Not at all. If no one ever comes in to buy something, everything else is simply a waste of time.
If you have no landing page views, it doesn’t matter how fantastic your product is, or how helpful your email sequence is. No one will see it.
While, of course, we want the windows to be clean and the displays well-kept and the staff pleasant, there is more to the equation. Yes, your product needs to be fantastic, and your email sequence should rock. But first we need to get someone in the store. We have to get some traffic to the landing page before we can worry about converting visitors.
It’s a bit difficult to build an email list or make a sale if no one comes to the door.
Better SEO Means More Landing Page Views
Search engine optimization, or SEO, is the term we use to the process of making sure our website content can be found, understood, and indexed by major search engines like Google and Bing.
Why do we want to make search engines happy?
Think with me for a moment. Where do most of us go when we want to know something? Google. A search engine is – in many ways – a knowledge database. A large portion of human knowledge and literature is available with a few keystrokes.
After every search, a search engine displays results, ranking content by how relevant and valuable it believes each result to be. Statistically, sites that rank in the top two or three get the most traffic. The rest? Not so much.
We can improve our ranking by ensuring that our pages are well optimized.
One reason my older landing pages failed is I neglected SEO in favor of design and appearance. I wanted my landing pages to look cool and sleek. I thought that would be enough to convert visitors into subscribers. But Google barely even acknowledged my existence because I hadn’t done a thing to optimize for search. Don’t make that mistake if you want landing page views.
To improve your landing page SEO, use a decent mix of images and text.
Provide Serious, In-Demand Value
If you want more landing page views, ensure that the product advertised on your landing page is phenomenal and in demand. Oh I have made this mistake so many times. See, it’s possible to create a product that you think is awesome but nobody wants. This happens in the offline world too. A company will create a product they think is so novel and inventive, but there’s just no market for it.
Think back to the store analogy. The displays may be fantastic, but if the products for sale in the store aren’t in demand, no one’s going to walk in and make a purchase.
That’s why it’s so critical to study your niche. Whatever your niche, make sure you’re solving a problem or answering a question. Don’t create a product without researching whether or not there is a market for it. That should always come before product creation.
Now, if there is a demand for the type of product you’ve created, it’s on you to ensure your product is the best it can be. Make sure it’s complete and accurate.
“But how does that affect how many landing page views I get?”
Simple: Word of mouth. Word travels.
Back to the store analogy. If someone walks in to the store, plops down a wad of cash for a product and leaves – only to find out the product is missing important features and is falling apart, what do you think will happen next? Not only will he want his money back, but he’ll also tell his friends and anyone else who will listen. “Don’t buy from that guy!” (This is one reason I strongly recommend reading product reviews, by the way.)
You want everyone who visits your landing page and signs up for your list or buys your product to be impressed enough to recommend your content to others.
Promote Your Landing Page
The phrase “if you build it, they will come” doesn’t fly here. Simply building a landing page is not enough – even if it’s well optimized. Yes, a properly optimized landing page will attract organic search traffic. But how much traffic search engines throw your way will vary depending on your niche and how competitive your keywords are.
Plus, as any marketer worth his salt will tell you, SEO is a long game. It may take three to six months before you start seeing much traffic from organic search results.
So it seems you have a choice: sit and wait and hope you start seeing landing page views, twiddling your thumbs. Or, you can get out there and start promoting your hard work. You tell me which makes more sense.
I’ve done both. I have published landing pages hoping that somehow the rest of the Internet would find them and start sending me traffic, and I’ve actively promoted others. Active promotion outperforms passive waiting every time. Every. Single. Time.
Much can be said about various promotional methods and how to drive traffic to your landing page.
Broadly speaking, there are two paths one can take when promoting a landing page: free methods and paid methods.
“Well, duh, Michael.”
Bear with me here. There is a time and place for both, depending on your time table and budget.
Free methods present no financial risk but tend to be slow. Depending on your niche, free promotional methods may not be as effective. But, again, they’re free. So anything at all is a plus.
Paid methods are often fast and very effective, but they also present an appreciable financial risk. Any time you pay for traffic, there is a risk you won’t get much of a return on your investment.
I’ll go into promotional methods in another post. But for now, I want you to understand that if you want landing page views, you need to be actively promoting your page. Don’t sit idly by hoping and wishing that some lost visitor might possibly happen upon your site.
Views Are Important but Not the Whole Story
Getting eyes on your landing page is a good thing to do. Obviously, it’s a bit hard to build a list or make sales if no one ever looks at what you have to offer. However, I don’t want you to get so caught up on getting views that you forget to do what’s necessary to keep your visitor.
Your landing page needs to be designed in a way that looks good, makes sense, catches attention, and calls visitors to act – whatever action you want your visitor to take.
Landing page views are worthless without conversions, after all. Indeed, what would be the point of generating thousands of views if no one signed up for your list or bought your product? That would be an exercise in futility.
I will cover landing page design in another post, so I’ll spare you here. But I want you to understand that getting traffic is merely one part of the equation. Don’t neglect the whole!