I drew something on a scrap piece of paper the other day and it blew someone’s mind. Sometimes we don’t realize the knowledge we have – it seems simple and logical to us, but to other people, your expertise is mysterious and new.
All I did was draw a diagram explaining the difference between the different types of web pages. This one drawing changed her business and helped clarify how she should build her online business. Here’s my weird little drawing and an explanation of each page:
Opt-in Page or Landing Page
OK this one is a trick question. Essentially, they mean the same thing. This type of webpage is designed for one purpose only – to capture leads.
You’ll want to keep it simple, offer a free gift in exchange for their email address. There shouldn’t be a menu bar on this type of page, or any other links that take the visitor away from this page. You can have a photo of the gift (also called a lead magnet), but make sure that the opt-in box is very prominent on the page. It should also be “above the fold” (meaning you don’t have to scroll down to see it).
Also, little-known ninja tip: statistics show that opt-in boxes situated on the right side of the page tend to convert much higher.
This is a page that is your 24-hour a day sales person. It never takes a day off or any holidays. Sounds great doesn’t it? A well-written sales page can be worth it’s weight in gold. Sales pages are designed to showcase your product or service in a way that builds the momentum, credibility and desire as the visitor continues down the page.
This page has the elements placed very strategically so that your prospect gets all the information they need to make a buying decision. One important thing about the sales page to keep in mind is that overall it should convey the RESULT that the buyer would expect from buying and using your program.
Many times I’ve seen sales pages that just list all the features and benefits of the product, while not talking about how it will help the purchaser.
The page should have multiple opportunities to buy. There should be several “Buy” buttons strategically placed on the page, as you never know what part of the page will trigger someone to purchase.
There is nothing ‘random’ about a great sales page. Every element is designed to take the reader through a sales process in a specific way, so that they understand what they are buying and why they need it.
While all of your webpages are important, if I had only enough money to pay for help for any of my web properties, the sales page is the one I would choose, as this is where people make their buying decision.
Thank You Page
The thank you page is the place that your visitor will land after they opt-in. There can be different uses of thank you pages – after opting in from an event or webinar page and after a purchase.
Although the main function of a thank you page is simply to acknowledge your subscriber, many people miss out on important opportunities that they could be capitalizing on on a thank you page.
Let’s explore what other things you can do with your thank you page:
- You can offer your download gift on this page. I personally suggest that you give instructions on the thank you page to go to their email to download the lead magnet for two reasons – it increases your open rates on your email, and it whitelists the email address. If for some reason the email has gone to spam, they have to drag it back to their inbox.
- An upsell can be offered on this page. Many times people will take advantage of a special offer that is only available on this page.
- Use your thank you page to promote an upcoming event or webinar. After you’ve thanked them, give them the “By the way…” and offer details and a link to sign up for the event.
Webinar and Event Pages
These are special pages that are created for one-time events, both online and in-person. They can be similar to sales pages, but with a few differences.
On an event page, you will need to list the date, time and location of your event. It’s also a good idea to list the curriculum or what they will learn at the seminar or workshop. If you are holding the event at a cool venue, you can showcase the place.
The other element of an event page that you might want to consider if people will need to travel to your event is how to get there. You can give advice about travel plans, hotel, parking and even provide a map.
As with sales pages, it is important to talk about the result the attendee will expect after attending you event.
Your main website is your online “home”. It’s your brochure that tells people about you, your expertise, what you sell, how to contact you, etc.
This is the hub of your online empire and is more permanent, whereas the previous pages can all be temporary, often being used for specific projects, products or events.
You can (and should!) have an opt-in box on every page of your main website. Your opt-in page is just a separate page within your website, but it’s also a good idea to have multiple opportunities for people to sign up.
The confusing part for the person that I originally did the drawing for was how it all fit into her main website. Opt-in pages, thank you pages, sales pages and webinar pages can all be part of your website, but don’t necessarily have to be part of your main menu.
For example, your sales page could have the structure yourwebsite.com/salespage. This would not have to be on your main menu and would only be shown to the people that have that specific link.
There are separate software platforms that help create Opt-in pages, etc. (such as Leadpages), as well as webinar platforms that you can create your own landing pages, webinar pages and thank you pages. These would not be part of your main website structure unless you pair the software with your website (OK, now we’re getting into the techie geek-speak).
You will eventually need all of these different types of web properties to run a successful online business. You don’t need all of them immediately when you first start out – in fact, you don’t even need a main website. You can actually just use a combination of the other pages to get started. I would always suggest building a main website eventually because it is a place that people can visit to get more information about you, and it houses your products and services.