Inbound Marketing, Organic Traffic, Landing Pages

Inbound Marketing and Organic Traffic: Every Page is a Landing Page

Every Page is a Landing Page

Search engines bring your visitors to the page on your site that most closely matches their query. It may or may not be a page you’ve designated as a “landing page”.

Any page a search engine brings people to is by definition a landing page, as it’s the page they land on.

As such, every page on your site could be the first page of your site someone sees.

What Matters Most is Your AIDA Sales Funnel

AIDA stands for: Awareness, Interest, Desire, and Action. AIDA is a generic model of a sales funnel.

It speaks to the fact that different website visitors and prospects are at different stages of their buying decision.

Although it’s generic, it’s a good model.

What this means for you is you need to publish content to your website for people at various stages in their buying decision.

Additionally, the Calls to Action (CTAs) you place on your sites must walk something through the process.

I’ll use my website to illustrate this point.

The Sales Funnel for Inbound Marketing University

At the end of every blog post is a CTA button inviting the user to download an eBook. The eBook gives an excellent overview of what Inbound Marketing is. This home page fits the description of a more traditional landing page.

At the end of the eBook there is a link going to the sales page, which follows the format of a standard sales page. It is very salesy, but it’s purpose is to convert visitors into customers.

Additionally people provide their first name and email address in exchange for the eBook, which allows me to follow up via email.

What’s Your AIDA Sales Funnel?

If you’re not sure, talk to some customers and ask them how they made the decision to become your customers. What steps did they take? What did they need to know? See? Learn?

Learn More…

Download the eBook: The 7 Fundamentals of Being Found Online

 

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