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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Andrew McCauley:

Welcome back to Autopilot Your Business. My name is Andrew McCauley and it is a pleasure to have you for another episode of our fabulous podcast and, as always, we have got the lovely Heather Porter on the line.

Hello, Heather!

Heather Porter:

Hello, Andrew. Hello, everybody. Thanks once again. We have a really exciting little today, little topic that everybody loves to because this tool is the tool that can get income and business coming in.

for listening to us show to talk about learn more about you some serious

Andrew McCauley:

Totally and many of our clients actually, one of the first things they want is this particular thing that we are talking about and I guess you can introduce it. What are we talking about today on today‟s podcast?

Heather Porter:

Okay, we are talking about landing pages – what they are and why you must use these and how to use them as well.

So, big picture – what is a landing page? A lot of people think “Oh, yeah. Okay, great, I am just going to sell stuff on my website. I am going to build my website and then sell my products and services there” but when in the website you have a lot of distractions going on. If you have set it up right as per our past podcast, you will have your Facebook „like‟ boxes and different opt-in forms and your blog and all sorts of things going on. So, if you get somebody there and you are trying to get them to busy something from you or do something with you, there is a lot of distraction. They might start clicking around and unfortunately click off your site and go somewhere else. So, a landing page is an environment you set up online Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course can't promise that all links mentioned in this document will be live, and if you stumble upon any that aren't, we apologize!


Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

that has one purpose and one purpose only and that is to get the visitor to that page to do something. It can be to buy something or to opt-in to your list or interact with you in some way but it only has one outcome and that‟s to do one thing with you on that page.

Andrew McCauley:

So, it‟s not a full-blown website as such, is it?

Heather Porter:

No at all. Some people call them mini-sites or micro-sites but no, it‟s just more of a page really that has a lot of key little components on it to make it trustworthy, credible and make people want to say “Yeah, I want this thing that this person is offering to me.”

Andrew McCauley:

So, if people haven‟t heard of the landing page before, is there another name that these sort of pages go by?

Heather Porter:

Well, I have heard people say „sales pages‟. What else?

Andrew McCauley:

Is it „squeeze pages‟ same sort of thing?

Heather Porter:

Yes, squeeze pages. Squeeze pages are slightly different actually. The whole purpose of a squeeze page is to squeeze the person‟s name and e-mail address out of them to add it on to your list. So, squeeze page is just giving away freebie of some sort in exchange for somebody‟s contact details that you can put them on your list and set the future communications but a sales page is a little bit broader, I suppose, or a landing page in the fact that it can be a squeeze page but it also can sell stuff and do other things on top of that.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Andrew McCauley:

Right. And a squeeze page, I guess, is the same sort of thing. It‟s a one-page sort of website as well?

Heather Porter:

Yeah, they are all kind of clubbed to the same genre I suppose but just different terminology based on who you talk to.

Andrew McCauley:

Sure. Okay. So, what are the key components of a landing page? Let‟s get the terminology right. What are the key components of a landing page?

Heather Porter:

A landing page – we will call it landing page throughout this podcast because if you think of it, it‟s as easy as this – you want somebody to land on that page and do something. So, it‟s a landing page.

Key components – so, basically, a really good page that converts and what I mean by convert is it actually does the job. So, either somebody buys something from you or gives you their details and opt in for free things – has these components in it. First of all, it has up at the top, a video and video could be… well, Andrew and I, we are both working on different types of videos for ourselves and our clients because sometimes clients say “Oh, I don‟t want to be in front of a video. So, what options do I have?”

So, what would you say, Andrew? Let‟s talk about some video options that you can do to put on one of these pages.

Andrew McCauley:

Sure. I guess the first one is obviously yourself. So, you can use anything from a mobile phone these days, cell phone because the quality of the picture these days is getting really

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

good and they are getting better. So, everyday cell phone could be used as a normal view. Now, if you don‟t want being in front of the camera, then you can go and do things like create a PowerPoint presentation and use that as a video. You can now these days in most of the latest software and I think back to even Windows Office 8, you can even save your PowerPoint as a movie file.

Heather Porter:

That‟s right.

Andrew McCauley:

So, you can put your key words up there with some pictures of your products or your services, you can have you talking over the top of it as a voiceover and save that as a movie which can be your sales page and I have seen that done extremely well from a lot of really savvy internet marketers who do that.

Heather Porter:

Yeah, it does work well because if you have any doubt in your mind that you are not good in front of the camera, then you don‟t have to be in front of the camera to deliver the message. I mean, one of our clients, they do eBay stuff and they basically said “Look, I don‟t want my voice and I don‟t want to have me because I just don‟t feel confident that people will connect with me.” So, you can go on to Fiverr or other websites, you can get a voiceover artist, you get a PowerPoint presentation and then you have this voiceover artist read the PowerPoint and then just turn it into a movie and just have some really cool little images there and that will do the trick just brilliantly.

Andrew McCauley:

Totally, yeah. And that way you can actually have a script for them to read exactly the words that you want to come out as opposed to being in front of the camera and if you get your words and you can‟t remember what you need to say.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Heather Porter:

Exactly, exactly. So, video and then let‟s talk a little bit more about video – what should be in this video? So, let‟s use an example more of a squeeze page format which should be a landing page where you are giving away something for fee in order to collect somebody‟s name and e-mail address.

So, what would you do in a video on that page?

Andrew McCauley:

Well, you would want to have the benefits of why that post and watching the video would want whatever it is that you are giving away.

Heather Porter:

That‟s right.

Andrew McCauley:

So, you want to make sure that they have got the benefits. You want to grab their attention too at the start of the video because if they haven‟t got their attention from the beginning, then you may find they click off and disappear and you never see them again.

Heather Porter:

And there is a master doing that actually. His name is Frank Kern and he is a big guy in internet marketing space and he has worked for a lot of other pivotal people. He always says, when you start your video, you have to do something that really interrupts a person‟s pattern. So, when they are coming to your page, they are thinking in their head “Oh gosh! Here we go! Just another sales pitch, just another place to give my details, get on another e-mail list” and they are skeptical to start out with. So, if you can do something right from the start with the video that sort of interrupts what they are doing and they are intrigued enough to continue on, that‟s when you want to go for and that could be doing something silly, that could be

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

a funny photo, it could be a little story – something that‟s a little bit different from what else is out there on the internet.

Andrew McCauley:

Totally, totally. And I guess the other component that comes to mind for me straight away is a call to action. You need to tell the reader or the watcher something to do, whether it‟s to put their name and address in the box on the left or the box below or click on the “Buy Now” button that‟s underneath this video. You need to really tell them what to do because people will not know what to do unless you tell them and it sounds like it‟s a simple thing but I can tell you from experience, Heather but tell the listeners from experience – that you will be surprised at how much that changes your opt-in rates or your purchase rates when you tell people what to do. Don‟t just assume they know that they have to click on a button.

Heather Porter:

It is so true. So, word formulation saying the formula for your video is basically do something kind of funky at the start to intrigue people as to why they are there, tell them who you are, what you have, what it‟s going to do for them and then tell the person that‟s watching what you want them to do. So, it‟s who you are, what you have, what it‟s going to do for them and what you want them to do.

Andrew McCauley:

The way I remember it is ABC. A is for Attention grabbing headline, B is for benefits and C is call to action.

Heather Porter:

Brilliant! Well said! So, if you do that in all your videos, regardless of if you are selling something or giving them away

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

something for free, then you will have a great video that‟s going to do the job.

Andrew McCauley:

So, now, there is one other way to create a video that I haven‟t spoken about and that‟s using some third-party sources that can be free. One of them is called Animoto and Animoto lets you basically upload some pictures, some graphics, some words into its site and it will create the video for you and it can produce some really effective videos. So, www.Animoto.com; I think we will have that on resource pages on our site.

Heather Porter:

Yeah, whenever we mention any links to websites, guys, we will list these below this podcast so you can access them.

Andrew McCauley:

Totally. So, Animoto is one that we want to look at if you are not interested in doing the videos yourself.

Heather Porter:

Definitely, definitely. Videos, alright. What else? What else are the key components on a fantastic landing page?

Andrew McCauley:

Well, I guess you want to have some way for them to purchase or put their details in.

Heather Porter:

That‟s exactly right and there is little tricks you could do on these. So, this would be either you have a payment button which would be a „Buy Now‟ or „Add To Cart‟ button or you would have the opt-in form which is if you are actually just giving away free things and you want somebody to give you their details in exchange of that.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

So, let‟s start with an opt-in form. A really good opt-in form will sit on the top right hand side of your landing page just to the right of the video and the video and the opt-in form will be the same height, so they look really nice and aligned professionally together. So, in that opt-in form, there is a few little key points that you want to do. So, you are going to tell them what they are going to get. So, “Get Your Free Report”, “Your Free Video Series Here”. You are going to list a couple of bullet points as to what they are going to get out of it. Again, benefits will be the same benefits that you just talked about in the video because not everyone‟s going to watch video as we all do things differently. So, you want the key benefits and what they are going to get and then you basically have the first name and e-mail field. I strongly advise you of not adding any more fields in addition to that because the more fields you add, especially when it‟s a new person coming on to your site, they are less likely to fill it out and this is because they don‟t know you, they don‟t want to give you all their personal information. So, ideally, first name and e-mail, you can even just do an email as well.

And then the last thing on that will be the button, the fantastic little button that you put down at the bottom of the form. Do not please ever say the words „Submit‟ in that button. The reason why is subconsciously would somebody want to submit to you? Not necessarily. So, what you want to do there is „Get It Now‟, „Get It Free‟, „Grab It Now‟ – think of something that would reflect what it is. Maybe it‟s a download that you are offering – „Download It Now‟. So, you would actually put those words in the button.

And then lastly, to make the box fabulous, to make that little form colorful, popping out, nice red in the headline and what they are going to get and then you have a nice little standout “This Is Where You Go To Enter Your Details” box.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Andrew McCauley:

So, there is a bit of psychology being used in a lot of this stuff and I guess we will talk about that a little bit later in the podcast, we will touch on it at least. You were talking about the „submit‟ button. There would be a fair amount of psychology used in sales as we know there always has been from the first minute somebody human sold anything to anybody. So, is there a place to learn about that. What‟s the best way to learn that sort of stuff. Is there an easy way or is it just through trial and error and a lot of experience?

Heather Porter:

Yeah, I mean, speaking of psychology, I think modeling things that are working online is a great way to start and to find out what‟s successful is often times as easy as going into Google, typing something that maybe is in your space of what you are trying to sell, and then to see who is advertising. So, actually you can see the little ads down the side of the search results, click into some of those pages, 99% of them are going to be landing pages and see what they are doing, see the buttons that they are using because if they have enough money to ongoingly pay for ads in Google, then they are going to make sure that their page is doing the job, their landing page. So, you can look at buttons there. We are going to have some fantastic samples as well that we are going to list on this page on our website and we will tell you what we like about the pages so you can go and see the buttons in there as well.

Model, model a way. Find people that are spending money online, they are obviously doing something right.

Andrew McCauley:

How long would you say – and I know you and I have spent a lot of time in the study of human persuasion and human behavior – how much time have you spent looking at this sort of stuff do you think?

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Heather Porter:

Gosh! Probably now it‟s been close to five years when landing pages became what they are today and just talking to our peer group and our mentors and asking them questions, there are key things that you just try and stay away from keywords like „submit‟ and „sales‟ and „selling‟. You are creating a conversation. So, if you are sitting down with your friend and you are saying “submit to get my advice”, you would never say that. We say “Hey, get my advice” or “get my free report”. You are chatting to somebody and that‟s just the way you want to keep in the back of your mind. If you wouldn‟t say somebody that you are hanging out with, don‟t put it on your page.

Andrew McCauley:

Right. So, another question that‟s probably popping around in minds of some of the listeners as we speak is the fact that… okay, if somebody enters their name and their e-mail address, where does that go, what happens to that? Does it just go to the internet heavens? What‟s the story? How does that logically work for someone who is hearing this sort of stuff as a first time listener?

Heather Porter:

That is such a popular question and that question actually is the reason why so many people don‟t even think to use a landing page because they don‟t know that these types of tools exist and if you just collected the name and the e-mail address, you just need an e-mail platform or an e-mail software, e-mail marketing platform to actually collect this information for you and there is a whole bunch of them out there. There is Aweber. There is Mailchimp, iConnect, iContact – the list goes on and on and on – and they all do basically the same thing and what that is is they allow you to build a little form in their website and to put that form on your landing page or your website.

Andrew McCauley:

You need technical knowledge to build that form?

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Heather Porter:

No and that‟s the beauty of these platforms. They also have great tutorials on them and step by step anybody can go in and learn how to do this stuff and they have. I know a lot of people that thought “Oh my God! This is over my head” but within 10 minutes they have done their first form. So, yeah, you create the form and then you just basically paste the code in your landing page. The actual pasting of the code in your landing page is a little bit more complex because you want the form to look fantastic and that involves the graphics and stuff. But basically, the same thing that all these companies, these e-mail systems do is they allow you to create a form, any of the data that‟s entered into that form goes into a certain list that you have created and you can e-mail information out to that list over time and the very first…

Actually, here is a great time to introduce the word „auto responder‟.

Andrew McCauley:

Okay, auto responder.

Heather Porter:

Auto responders are e-mails that you set up in your list, in your e-mail platform that automatically go out when you want them to. So, if somebody opts in to get say your free report, the first auto responder you would set up is to go out immediately to give him a link to access that free report. Then you might want to write another e-mail two days later that says “Hey, <first name>, how was that free report? Can I help you with anything? Just e-mail me back” and then you might send another e-mail five days after that. So, you can do these emails sequences or auto responders that you can set up in advance and engage your list over time with this powerful tool.

So, that‟s all part of the opt-in form magic and again, this whole list building and how you hang out with your customers

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

via your e-mail account is something that we will talk about in the future because it‟s exciting and it‟s a big topic in and of itself.

Andrew McCauley:

So, what one the best things about auto responder then is that you don‟t have to sit there and send out an e-mail as soon as somebody opts into your list. It‟s all done for you, right?

Heather Porter:

It‟s all done for you. Some might say it‟s putting your e-mail platform on autopilot, Andrew.

Andrew McCauley:

Very nice plugged in there. Good job.

Heather Porter:

Yeah. So, yes, that‟s exactly right. It‟s automated. That‟s where things get really excited online because you sit down and you write your e-mails all at one go, load them up to your platform and boom! These people are getting fantastic little treasures from you on a daily, weekly, or monthly basis in their e-mail box.

Andrew McCauley:

Wow! Okay, okay, good. So, let‟s shift gears a little bit then. My next question is how do you tell if you are offering the right thing? How do you tell if you are saying the right word? How do you check that? How do you measure what you are doing?

Heather Porter:

So, there is something that is called…

Well, let me just take a step back and start with the fundamentals here. How you know that is if you start with your page and you just see how many either purchases or e-mails Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course can't promise that all links mentioned in this document will be live, and if you stumble upon any that aren't, we apologize!


Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

that you are collecting every week and then you can go in and start to tweak little things. So, you can change maybe the headline which is the big “This Is What You Are Going to Get” sort of statement at the top of your page. You can change some of the graphics on your page over time. There is an automated system of doing this as well and it‟s called Split Testing and split testing is basically where you build a couple of versions of your landing page and they you are able to have people that come into that landing page just on automation, they all see different pages. So, it like rotates through basically. So, one person might see page A, one might see page B, one might see page C and over time, you will clearly see in your statistics or how many e-mails you collected that page A clearly is doing the job. So, it‟s testing, it‟s really all about testing and I don‟t want to overwhelm anybody because this is where the complexity can come in and also the fun of marketing and using the internet for your business but really, you can just test it over time and you can ask people to say “Hey, would you buy from me?” – as simple as that.

Andrew McCauley:

Okay.

Heather Porter:

There is a couple of other things too actually that are important to consider on your landing page that do the trick too and that is credibility points; I call them credibility points. So, basically, what these are is picture yourself being on the internet right now and you go to somebody‟s landing page. In seven seconds, you have to make up your decision if you are going to hang around there long enough to either watch their video or read the copy on the page and do something with them. So, there is a few visible things that you can do to actually in that first seven seconds make somebody feel at home, make them feel like they trust you and like they are willing to stick around and these are things are that anybody can do on the page.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

So, the first one is taking full advantage of real estate up top or the header or the banner or basically that graphical image right up at the top of your page. You really want to utilize the space well and what I mean by that is don‟t just stick a logo in there and leave it just as your logo at the top of the page. People buy from people generally, not companies, or they buy from brands. So, you want to treat this space up top as a really cool spot where you might have an image of yourself, your company, your clients. That‟s one thing. So, think of ways you can personalize it.

Second thing is to list any media appearances that you have been in or you or your business have been featured in. So, you put something up there that says “As Seen In”, “As Featured In” and then you would list your media appearance. If you don‟t have this to start with, that‟s okay but be creative; see if there is any platform that you have spoken on or events, anything like that you want to put there.

Andrew McCauley:

Sure, okay.

Heather Porter:

Phone number as well. If you have one, phone numbers are fantastic because in all of our little brains of human beings, we think “Okay, they are not just a fly-by-night or online. They have a phone number. They are business.” So, phone numbers are really cool thing, not that anybody is actually going to use it.

And then testimonials. If you have like a little mini-testimonial or one of your most popular clients that has said something amazing about you, you want to put them up there as well. I have seen actually a really good use – a coach that has worked with people like Tony Robbins and other great speakers and they actually put right up at the top of their page “Mentor To”

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

and then they have photos of all these amazing people that they work with. So, imagine going to a page of a coach and instead of seeing just their name up top, you see “Mentor To” and all these amazing people and you think “Wow! That‟s really cool. I want to know more about this person.” So, that‟s an example of how you might use the top of your page.

Andrew McCauley:

Totally, totally. Okay.

Heather Porter:

Testimonials too, actually. So, that‟s sort of something in and of itself that you want to have on your page too. People do them in different ways. You can have a written testimonial with a photograph of the person or video testimonials from the person. You ideally want to have other photo or video because if it‟s just copy or if it‟s just a sentence, you don‟t know it‟s a real person in your own subconscious little mind and you think “Oh, yeah, just another fake testimonial.” So, you want to have that personal touch to that as well.

Andrew McCauley:

Cool. Okay, there are some really good ideas there. I love it.

Heather Porter:

So you go, yeah.

Andrew McCauley:

Well, then, I guess we have got this page up and running, we have got the video, we have done the video and opt-in form and some copy and credibility points and we may or may not be split testing at the start but how do you get people to come and visit this page?

Heather Porter:

It‟s a very good question. The easiest way initially is to get it on your own website. So, two things that you can do on your

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

own website. Let‟s use an example where… say, you are giving away free video training series of seven different videos. On your website, what I would do – and I have tested this as well with myself and others – is you basically can have a little banner that sits on your website that is just a still shot of your video that you are giving away. So, it‟s image and it looks like you can click on the video to watch it and people will click on that and it will actually take you to the landing page. So, you basically have a video and a little title that says “Get Your Seven Free Videos Here” and then they are going to go click on the image and it takes them to the landing page which is where you actually are doing your job by telling them what they are going to get in the videos and then collecting their address there.

Another thing is two ways you can put free resources on your website and you might have it as a dropdown in the menu there that says “Free Training Series” and instead of actually having somebody click on that and land on a page in your website, you actually have then click on that in the menu but that‟s taken outside of your website into the landing page because remember we discussed a landing page is an environment, you are taken into a space where there are no distractions and they are only there to one thing and one thing only. So, you are better off using this landing page externally of your site rather than putting all the same stuff on your own website. So, that‟s the first thing. So, if you have a website, you might as well start there and drag traffic from your website with both banner images and also linking to your landing page from other areas on your site.

Andrew McCauley:

I have seen a couple of landing pages or sales pages but they have got other things like Google Adwords and stuff on there. Why would that be a problem them you think?

Heather Porter:

Distractions again. So, if somebody comes on to your page… Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

First of all, ads not used in great areas or great spaces can be both distraction but also piss people off, to be honest. I mean, they will go “There is all this ads on this page. I am not feeling comfortable here.” It just doesn‟t sit with our psyche when we visit these pages. So, misplaced ads are not good and again, the outcome is what are you trying to get the person to do – is it to get them to go these ads or is it to sell your own stuff? So, you want your own stuff going on in these pages.

Andrew McCauley:

Yup, yup, okay.

Heather Porter:

But another thing too though with ads. I mean, we talked about the onsite ad but definitely the easiest quickest way to get traffic to the landing page is to do Google advertising and that‟s just because you are basically overnight putting an ad on Google and when people type say – I will go back to the „lose weight‟ example – “Lose 5 Kilos or 5 Pounds In A Week” and suddenly your little beautiful ad comes up on the page, you are going to get all this new traffic coming into your landing page. So, that‟s a really easy way of getting immediate traffic although of course you have to spend money to do that.

Andrew McCauley:

Yeah, right. Okay, okay. Alright, so what else?

Heather Porter:

Social media. Again, we are talking about environment you want people to come in and hang out with you on the landing page, get to know you, what you are doing. So, really great way of directing people to that is another place where people hang out and that‟s anywhere using Facebook and Twitter.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Actually, here is a great point in time where we can talk about mini URLs and how do we actually talk about our landing pages in our social media conversations.

How do we, Andrew?

Andrew McCauley:

Well, how do we? There is a whole bunch of ways but I guess some of the ways you can do that is ask questions. You can talk about why it would be good for them to go and check out that page with that link.

Is that what you are asking?

Heather Porter:

Yeah, exactly, your social media – your Facebook, your Twitter and your LinkedIn – what would you actually say if you want people to go to your landing page? I love it when you said you can ask questions – “What do you guys think of this?” or “Do you think that…?” – whatever. I know that you are so fantastic in your social media campaigns. That‟s why I was thinking if there are any little jewels that you could offer?

Andrew McCauley:

I guess, get them engaged like find out… a couple of things. Asking questions is a good way and put a link in there or put other things… like questions can be like, as you said, “Do you like this page?” or “I think this is a great offer. What do you think about this?” or “I can‟t believe this offer has been extended” or something like that where it gets people‟s interest in order to click the link that‟s related to that post.

Heather Porter:

Well said.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Andrew McCauley:

So, you want to make sure that that‟s there. You can also put some pictures or even results too are a good way to do that. Sometimes I have seen some great ones where people said “I used this system, I used this product and I got some amazing results. Go and check it out for yourself” and they put the link there so that people are curious about what it is that you have achieved or how you got there and they click the link.

Heather Porter:

Yeah, that‟s a really great way, any way you can create or pique curiosity with the question asking, with saying “My friend just used this” or “I used this and got these results” and that sort of stuff. People are going to want to click on that. Then they will be taken to your brilliant landing page.

Andrew McCauley:

Exactly, exactly.

Heather Porter:

The other thing too is what‟s really cool about Facebook is that you can actually put your landing pages on your Facebook business page and in the tab underneath the profile image on the left hand side, there is a whole bunch of little tabs and you can actually say “Free Video Training” and it can be a landing page that actually sits in your Facebook account as well, so people don‟t even have to leave Facebook.

Andrew McCauley:

Cool, okay. So, we have talked about those landing pages and ways to direct them. Can we show our listeners any examples of some good ones so that they get an idea of it? How can we do that?

Heather Porter:

We can and we actually have a whole list of landing pages that we‟ve tested ourselves using the split testing and just by monitoring them on an ongoing basis and we have I would say maybe eight or ten that I would gladly want to share with Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

everybody that‟s listening just to show you. One of those actually, I will do a screen shot and I will do little arrows on it and I will point out in graphic what‟s so cool about that page, why it works and the other ones I will just put links so you guys can actually go and click on them and see what good landing pages are. These are going to be a combination or pages that are selling stuff and also giving free things away. So, you get a good little sampling of the combination.

Andrew McCauley:

Great.

Heather Porter:

There is one thing as well that we haven‟t really touched on too much and probably one of the biggest questions that people are still thinking right now is “Aren‟t landing pages those really big ugly long sales copy pages?”

Andrew McCauley:

Yes, they were.

Heather Porter:

Yes, they were, they are still around and there are two sides of the argument – one side is that the long sales copy should be used and the reason why is because again, we all learn and pay attention in different ways. Some of us want to really read into it and get all their questions answered that way. That‟s also why you have the video at the top is because some of us that are put off by that copy. So, above the fold or right there at the monitor, the main space in the website, if you have your video, your headline and your opt-in form or your sales button, then other people don‟t even have to scroll down to see the sales copy. They get everything answered in the video.

I mean, I guess there are people testing both. I know people that just use videos; they don‟t even write anything on their pages. There are people that use both. There are people that Listen to the audio version of this document HERE Get your FREE Online Survival guide at www.autopilotyourbusiness.com © 2013 AutoPilot Your Business. All Rights Reserved. Note: We of course can't promise that all links mentioned in this document will be live, and if you stumble upon any that aren't, we apologize!


Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

just use sales copy. Again, it‟s testing, it has to do with your industry. People in weight loss industry tend to do the full sales copy because they can do a lot of examples as to why their product is so amazing. People that are more in the business space generally will stay away from sales copy because it will just annoy their audience. So, it has to come down to your audience.

Andrew McCauley:

Yeah, I am glad you said that because that‟s an important thing because what works for one industry doesn‟t necessarily work for the other one.

Heather Porter:

Exactly, exactly. So, this is testing, it‟s listening to your intuition and most importantly asking your market, asking the people that are your clients to say “Hey, if you were to come on a webpage and buy these services from me, what would you like to see? Is it testimonials, samples, videos? What would you like to see?” and just kind of poll and ask your market what they say.

Andrew McCauley:

Great advice, great advice.

Heather Porter:

Anything else actually before we start to come to a close about sales copy because again, sales copy, I think, we will both a private or a standalone podcast for that because there are incredible mentors, people that we have worked with and that‟s just in and of itself; but just something to get you excited about sales copy is basically how you think of it is you are telling them story, you are talking in their language, it‟s about them as the person who is visiting your site. So, you want to step into their shoes and just have a chat with them as to why this amazing thing that you have is going to help them. It‟s not a listed feature. It‟s basically you have more freedom, you will feel fabulous, that sort of stuff. It‟s giving the benefits.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Andrew McCauley:

As you said, we will get into that more deeply in another podcast but you are right, it‟s definitely not about you and your business anymore. It‟s about what that person is going to take from your business. So, we will cover that in a separate podcast because I think we are running out of time on this one.

Is there anything else that you want to just touch on about landing pages or do you think we have covered all? I think we have done pretty well.

Heather Porter:

I think we have. The thing I always say to everybody that‟s listening is please don‟t let this overwhelm you. There are plenty of people out there that can build these pages for you and can guide you through the process; but again, if you have the map which we have given you here, you can just easily take that, take this transcription that you get, you can download that from our site and give it to somebody and just say “This is what I want.”

The samples as well, I know that right now you are listening to this, you may or may not be able to visibly or visually see what we are talking about. So, I really urge you to please go on to our page www.AutopilotYourBusiness.com/Podcast and go into the podcast and we will have all the links that we have just talked about for samples of landing pages because I really want you guys to see the good ones, see what is working and I think that will inspire you to actually start using these on your business.

Andrew McCauley:

Totally, totally. That web link again www.AutopilotYourBusiness.com/Podcast. Is that right?

was

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Heather Porter:

You got it! That‟s the one!

Andrew McCauley:

Okay. So, if you are looking for some resources, in fact, all of our resources from all of our podcasts, you are on that page there. So, go and check it out and get yourself some great resources.

Alright, Heather. That was an awesome episode that was really clear. Thank you.

Heather Porter:

And what do we want to talk about next time?

Andrew McCauley:

Maybe we can talk about some social media stuff next time.

Heather Porter:

I think we should.

Andrew McCauley:

I know some fun stuff. We have done some pretty heavy lifting early in the piece and I think it‟s time for getting some traffic to our website. We have covered the basics of the website and landing pages. Let‟s start building some traffic using those fun platforms like Facebook and LinkedIn and YouTube and Twitter and Google+ and all those. What do you think?

Heather Porter:

So excited. I love it. Yeah, this is where our clients and us get really excited as well because this is where you hang out with people online. Actually, Andrew, what was the last stat that you heard about Facebook, how many people are actually using it right now?

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Andrew McCauley:

I think they are just about up to 850 million people.

Heather Porter:

That‟s huge, that‟s huge.

Andrew McCauley:

That‟s ridiculously huge.

Heather Porter:

So, we are going to have fun talking about that.

Andrew McCauley:

Yeah. They are planning to get to a billion pretty early in the new year. So, that‟s a lot of people on Facebook but like anything, Facebook changes regularly, so does Twitter and YouTube. LinkedIn has been pretty consistent. But we will keep you up-to-date with those changes. So, if you haven‟t go too deep into Facebook, we are going to show you how to do that and what to do and the tricks and the tips and the things to get away from – Farmville is one of them, keep away. Evil Farmville, evil.

Heather Porter:

Yes, the other one – Wild Things or Wild Ones. There is a few out there.

Andrew McCauley:

There is a few out there.

Alright. So, thank you again, Heather. That was great and we look forward to seeing you and our listeners on our next one when we talk about social media.

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Podcast- How to Make a Landing Page Autopilot Your Business Podcast Transcription

Heather Porter:

Yay! And guys, please, please, please, leave some comments and visit us on our Facebook page and ask questions. We really want to answer your questions. So, anything you want to know about growing your business on the internet, as away please.

Andrew McCauley:

Autopilot Your Business is on Facebook and Twitter.

Heather Porter:

Yahoo!

Andrew McCauley:

Go and check it out.

Okay, catch you later. Bye!

Heather Porter:

Bye!

**End of Audio**

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Podcast #4 - Landing Pages andrew edited