5 Way to Build Engagement on Your Website

This article was originally published in Fast Company.

Last Wednesday morning my 12-year-old son and I accidentally climbed a nearby mountain called Sunset Peak. Elan and I meant only to walk up a little way, scouting the thing out for a possible climb on Saturday. But two hours later, we were at the top, thirsty, out of breath, and delighted. What happened? Why did we abandon our plan of a short leisurely stroll in favor of a hard and demanding hike?
Cliffhanger? Keep reading…

How to Differentiate Yourself from the Competition

One way to differentiate yourself from the competition is to position yourself as a helpful expert. In this short video you’ll discover two easy ways to do this. Enjoy!

Make sure to leave a comment or question and get involved in the conversation!

The New “Google-Pleasing” Landing Page Strategy

The latest round of Google AdWords algorithm changes had me seriously questioning whether it was still possible to advertise eBooks and other information products. 

It seemed like Google was banning every site with a long-form sales letter than sold any kind of digital product.

And we've known for a while how much Google seems to hate sites with Weight Loss or Get Rich themes. 

So when Glenn Livingston told me he sells information in the Weight Loss market using AdWords, and has Quality Scores of 7-10 for his keywords, I had to know more.

This 76-minute webinar bares all. It's brilliant, and it's going to save more than a few online businesses whose value proposition is sharing information that's hard to find anywhere else. That makes me happy.

The audio quality of this webinar, through every fault of my own, sucks. That makes me unhappy.

But it's listenable, although you'll have to work pretty hard once Glenn starts talking. (If you can't make it out, complain in comments and I'll consider getting it transcribed.)

Two things before we get started:

1. Here's the PDF of the presentation. Print it out and have it in front of you during the webinar (4 pages, including cover).

2. If you want to learn more from Glenn – for free, in exchange for your email  address and permission for Glenn to follow up with you – and do it on my sneaky affiliate link, go to UltimateAdWordsResearch.com. 

And now, enjoy (and profit from) the New Landing Page Webinar:

Critique of a Really Good Landing Page

Most of the time, in individual consulting and free public "Scorch-fests," I generally look at landing pages that aren't working well. And I scorch them mercilessly, leaving behind a smoldering frame upon which to build something effective.

Fun, but incomplete. In order to teach effective landing page creation, I have to share positive examples, and not just the usual cautionary tales.

So I've decided to devote some of my teaching time to finding and sharing really good landing pages.

The Good Landing Page Swipe File

Because so few online marketers follow best practices, it's taking a while to build up a library of such pages. Most of them are going straight into the Swipe File of the Landing Page Clinic, for the benefit of my paying customers.

But from time to time I'll share a good role model with the world, for two reasons:

1. I want you to know that I'm not always critical and persnickety.
2. I want you to give the Landing Page Clinic a try, and I'm hoping that this tasty morsel of bait will lure you to the complete product (the Gingerbread House theory of marketing, although I promise not to put you in a birdcage or eat you once you've purchased).

Here's a link to my review of a Really Good Landing Page, complete with 35-second video demo of the page, detailed explanation of what I like (and a tiny critical section; I can't help myself ;), and some homework for you to try on your own.

Enjoy!

Three Magic Landing Page Questions

Landing Page Clinic: Just $115.11, going up to $187.65 in September. Lifetime free updates. Go here to check it out: http://askhowie.com/lp-clinic

A Landing Page Parable

Imagine this:

You wake up and there’s an inch of water on your living room floor, and it’s rising. Discovering a burst pipe in a closet wall, you grab the phone book and call the first plumber who offers emergency service.

Ring ring.

“Hello, this is Oscar and Felix’s Plumbing Service. How may I help you?”

“I’ve got a burst pipe and it’s flooding my house.”

“Oscar and Felix’s Plumbing Service has been operating in your town since 1987. We specialize in custom kitchen plumbing, septic systems, replacing old pipes with copper and PVC, and unclogging stopped drains.”

“Didn’t you hear me? I’ve got a busted pipe and my cat is swimming.”

“Would you like us to send you, absolutely free of charge and with no obligation, our Special Report, ‘7 Plumbing Mistakes That Can Ruin Your House’? All you need to do is give me your full name, address, email, and phone number, and you’ll have that report in your email inbox in just 3 minutes.”

Click. Dial tone. You, the hot prospect, are gone, never to return.

Your Landing Page is the Person Who Answers the Phone

And your prospect’s search query is the first thing they say after you pick up.

For example, let’s pretend you sell information on how to use webinars to grow your business. One of your keywords is how to record a webinar.

When someone enters that keyword and clicks your ad, they’ve just called you and said, “Hello, I’d like to know how to record a webinar.”

Your landing page headline is your response. Most advertisers don’t take the time to create different landing pages for different keywords. So their reply to the search query is something like the following headline:

“How to Make Money With Webinars”

But in that case, you’ve totally ignored what your prospect just told you they want RIGHT NOW.

And that feels pretty disrespectful. Like the receptionist at Oscar and Felix’s Plumbing Service ignoring the immediate need of the caller.

Instead, your headline might read:

“How to Record Webinars without Compromising the Quality of the Live Event and Without Needing Expensive Equipment or a Degree in Engineering”

Now does your visitor feel heard and acknowledged? Might they spend a little time on your site, enough perhaps for you to share some value with them in exchange for their contact information, or even their credit card number?

But I Have Hundreds (or Thousands) of Keywords!

You may be thinking, “That’s all very well in theory, but I couldn’t possibly create different landing pages for every single keyword in my account!”

Fair enough.

Here’s where the 80/20 rule comes to the rescue. Don’t try to do everything at once. Bite off a manageable chunk, like this:

Go into your AdWords account and click the Keywords tab.

Next, sort all your keywords, descending, by impressions.

Chances are, you’ll have just a few keywords (fewer than 10, and maybe only 3 or 4) that account for the majority of your traffic.

Can you create a new dedicated landing page for the biggest keyword that doesn’t yet have one?

If you have a decent amount of traffic and low conversions, this is absolutely the best use of your AdWords time.

It’s your choice:

You can mend the weakest point in your sales pipeline now.

Or you can call me when it bursts and you’re up to your ankles in a flood of expensive, unconverted visitors.

“Hello, this is Howie’s AdWords Plumbing Service. How may I help you?”

3-Part Landing Page Clinic

http://askhowie.com/lp-clinic-sale

If you're driving AdWords visitors to a landing page that doesn't produce enough leads or sales…

If you want to discover a simple formula for producing winning landing pages…

If you'd like to get a huge discount, plus not have to wade through a long sales letter… ;)

Here's the thing: I have this product, the Landing Page Clinic, which is really good. Three webinar recordings plus handouts.

I did it live several months ago, and never released it.

I'm working on the sales letter. But I'm exhausted from Camp Checkmate, and backed up on a lot of client work.

I'll get to the sales letter, I really will. 

But in the meantime, if you trust me enough to buy the Landing Page Clinic without it, I'll reward you with special pricing and a zero-risk guarantee:

Special Pricing

Landing Page Clinic will retail for $97.11. If you buy it now, minus the sales letter, you can take $50 off. This offer is good until June 25, 2010.

The 2-Part Zero-Risk Guarantee:

If you want a refund for any reason, at any time, just ask and I'll give you your money back.

If you implement what you learn and don't experience at least a 25% improvement in conversions within 60 days, I insist that you ask for and get your money back.

Get started now: http://askhowie.com/lp-clinic-sale

Wishing you health, happiness, prosperity, and good plumbing,
Howie

Traffic Tuesday Webinar Replay

In this Camp Checkmate edition of Traffic Tuesday, we played a game of "Landing Page Double Negative," and then turned out critical eyes to three websites:

operacollectors.com
completehomebuyer.co.uk
bluechipwrestling.com

I'll eat my bowler hat if you can't find some nugget to apply to your own website from one of these scorches.

And now a word from our sponsor: Camp Checkmate

Camp Checkmate Chicago, June 10-11, is your one opportunity this year to achieve a guaranteed quantum leap in your marketing.

Not another "scribble notes furiously" seminar.

A full-out, hands-on, masterminding, best-practicing, creativity-exploding, get-it-done-ing two days that will rock your world. 

My guarantee: come away with effective done-for-you ads, landing page copy, headlines, strategies, and guarantees, or I'll write you a check for your entire tuition plus $750 to more than cover your travel expenses – on the spot.

I can only make this guarantee because I'm 100% confident that you will experience a profit-producing breakthrough – or several – on June 10 and 11.

Listen to Joey and Jamey Bridges discuss the aftermath of their 30 minutes of Camp Checkmate – FOUR MONTHS LATER:

And if you want more testimonials, from some of the biggest names in direct and online marketing (Perry Marshall, Drayton Bird, Robert Middleton, Ben Moskel, and others), spend a few minutes here.

Want the full story? Camp Checkmate home page.

Price goes up on June 1 – register now before time slips away.

How to Avoid the Top 5 Landing Page Mistakes

The most important part of the search-driven sales process is the top of the landing page.

You've got about 7 seconds to prove to your prospect – who may have just cost you $5 if they clicked your ad – that they should stick around and consider doing business with you.

Most landing pages kind of suck at this.

Here are the most common mistakes:

1. No Headline or Irrelevant Headline

Approach: "Prospects have all day, so I'll take my time in revealing why they should do business with me. If I get around to it."

Result: Prospect spends 5 seconds trying to find the "scent trail" to their goal, fail, and go back to Google for another try.

Example: 

2. Overwhelming the visitor with features and jargon

Approach: "I don't know exactly who you are or what's important to you, so I'll hit you hard with everything I've got."

Result: Prospect is overwhelmed, confused, and bored. Leaves so fact you can see skid marks on their monitor.

Example:

3. Rejecting every known principle of user-centered design

Approach: "The more color and bold fonts I use, the more you'll want to read it."

Result: Prospect reaches for Advil and throws away their reading glasses.

Example: 

4. Wasting space on big logos, irrelevant stock photos of happy multi-racial teams and young women wearing headsets, and meaningless marketing pablum

Approach: "I'll impress you with the graphical professionalism of my site."

Result: Prospect can't find anything interesting or unique, yawns, and possibly drools once or twice as they struggle to stay awake long enough to hit the Back button.

Example:

5. Trying to make the sale before establishing the know-like-trust factor

Approach: "If I just get right down to business, your rational mind will obviously see the benefits of choosing me.

Result: Prospect sees the benefits, but doesn't have a good "gut feeling" and so continues searching.

Example: 

How to Create an Effective Landing Page

You must start with the question, "What does my prospect believe I've promised them on this page?" 

The landing page must instantly demonstrate that you didn't "Bait and Switch" them with your ad. 

But beyond that, you need to develop the Know-Like-Trust factor very quickly.

And you have to understand what's most important to your prospect – their current "Point of Pain." And explain quickly and powerfully how your solution can eliminate that pain.

Video is one tool that can quickly build a relationship, hold interest, and highlight the big promise. But most online video is either overproduced and "salesy," or grossly amateurish and visually boring (I plead guilty to the latter).

Video Done Right

Recently I came across a company, Epipheo Studios, that produces some of the smartest, most entertaining, and most effective videos I've seen online. You can check out their video portfolio here.

Yesterday I spoke to Managing Director Ben Crawford about their approach. We spoke for 40 minutes, during which he revealed his formula for distilling a company's entire story into an easy-to-grasp three minute video. The key, Ben says, is to aim to create an epiphany – a moment where someone's beliefs change dramatically.

Once that happens, the prospect knows, likes and trusts you, understands why they should do business with you, and may spread your video virally with others.

The full interview is available for download for members of the Ring of Fire, the AdWords and Online Marketing Coaching Club available at http://askhowie.com/ring. (Try it for as little as $20/month.)

Click the play arrow below to listen to the first 20 minutes, plus a short Ring of Fire promo at the end :)

Hope to see you in the Ring of Fire soon!

The AdWords – Landing Page Connection

A reader wonders:

What’s the relationship between AdWords and the landing page? How should keywords  be used on the web site to achieve consistant quality rankings? Google gives me low quality scores because it says my landing page quality is “Poor.” What can I do?

My reply:

Your landing page has two customers: Google, and the visitor. If you don’t please Google (as represented by a “No Problems” designation), then the visitor doesn’t matter. They won’t ever see your landing page.

So let’s start with Google.
Cliffhanger? Keep reading…

Can you make someone fall in love in 8.2 seconds?

The Daily Telegraph of London reports on the results of a psychology study: “The longer a man’s gaze rests on a woman when they meet for the first time, the more interested he is. If it lasts just four seconds, he may not be all that impressed. But if it breaks the 8.2 second barrier, he could already be in love.”

Apparently, the hidden cameras tracking eye movements found a “lock-on” duration of slightly over 8 seconds on a woman the man later described as attractive. (What about women? Read the PS below for the punch line on that one.)

In my experience (which is, of course, limited to online marketing), websites have to do the job in a lot fewer than 8.2 seconds.

Specifically, the landing page has to start to fulfill the promise of the Google ad within about 2 seconds, or the searcher is gone with a screech and skid marks, looking to fall in love with somebody else’s site.

Me Fall into Love with Translate Site on Web

I fell in love with a site recently. I do a lot of corresponding with readers from all over the world, and I like to pretend that I am competent in languages other than English. So when I sign off on an email to someone in Brazil, I’ll Google “Best wishes in Portuguese” and add that to the end of the email. But most translation sites are ugly, confusing, and I don’t trust them all that much. I always worry, what if the site is pulling my leg and instead of “Best wishes” I just said, “I would like to buy your grandmother’s wooden leg.”

Enter www.nicetranslator.com. Gorgeous interface, simple instructions, instant gratification. The thing actually translates as I type – I don’t even have to hit “submit” when I’m done.

Your Web Site is a Rental Car

Think of your landing page as a vehicle that a searcher uses to get to their goal. This metaphor makes it easy to create a hierarchy of function:

The vehicle’s door must open = The landing page must load properly

The vehicle seat must accommodate a driver comfortably = The page must look appropriate for the target market (professionals, parents, kids, heavy metal fans, yuppies on vacation, etc.)

The vehicle controls must be intutive to operate = navigation must be intuitive

The vehicle must be able to traverse the terrain to attain the desired location = the website must lead to the right offer

I could extend the metaphor much further (I’m in Namibia on holiday with my family at the moment, and we’re driving around Southern Africa in a big Toyota Quantum that my wife and kids WILL NOT let me drive (left side of the road, stick shift, etc.)), but I’ll leave that to you. What else is important in a vehicle if someone is going to commit to taking it to their desired destination? Post your metaphorical musings to comments.

PS Women maintained the same amount of eye contact with men, regardless of attractiveness.

PPS But another article in the same issue of the Telegraph reports, “Women more attracted to men in expensive cars.” So don’t feel so superior, ladies ;)

PPPS Here’s a photo of the Quantum, resting by the side of the road between Upington, South Africa and the Namibian border:

I’m really hoping they let me drive next week…

PPPPS This is a sneaky announcement of the pre-release of the AdWords Checkmate Method. Click that link and get a giant head start in writing “Game Over” AdWords ads. Details here (stay tuned for the official announcement when I find a hotel with a decent Internet connetion).