WSI Blog - Internet Marketing Tips and Strategies

Yes, its true that we do talk a lot about technology at WSI and how to leverage technology to run your business more effectively. But when it comes right down it, what's most important is understanding the psychology behind your custom landing pages and website architecture as a whole.

The old saying still holds true today "Advertising is the art of getting people to buy things they don't need with the money they don't have."

This statement has been around long before the internet (by a couple of decades), but most of the websites we analyze have put little thought into how to convince people to buy what you have. People rarely just stumble across a website in the sea of hundreds of millions of sites. They actively go out and search to find what they are looking for, spending their time and effort to eventually click and land on a potential match for their search. The problem is that most websites are poorly constructed and NOT designed for "conversion" or persuasion.  Most people land on the page and leave within 3-4 seconds. What a waste of your time and effort getting someone to come to your landing page, through paid search or organically, and to have them leave so quickly.

The truth is you only have 3-4 seconds to make an impact!  People aren't going to read long paragraphs, they are going to scan for what they are looking for.....location of the business (if someone is searching for a local business ie: "plumber chicago"), if the page offers the service or product that matches what they were searching for (bulleted lists, bolded text, bold headlines, short consise paragraphs), and well thought out images that grab their attention. I am still amazed at how many people are spending money on Pay Per Click marketing and driving this traffic to generic home pages or poorly designed landing pages. It doesn't make a lot of sense in this economy....makes more sense to take some of that paid search budget and invest it into a better landing page (a good custom landing page costs between $900 - $1,800 at WSI, less than a lot of our clients monthly PPC budgets).  

Developing a high quality, conversion friendly custom landing page for your pay per click marketing and organic search marketing efforts, will pay for itself in a very short period of time, generate more leads, and allow you to eventually decrease your marketing costs.
 (a modest 2% increase in conversions will result in 240 additional leads for most clients without increasing traffic, based on 12,000 annual visitors).