One of my readers, DH, writes: “When selling information products on the Internet, can I sell all my products from one central website?”
I told DH that as an Internet information marketer, he would need a separate landing page for every product.
A landing page, also known as a “micro-site” is a long-copy salesletter posted on the Web.
The copy on your landing page describes the product and its benefits, and links to a form where visitors can order the product online.
You should have a separate landing page for each of your information products.
Reason: each of your info products is unique. It’s your proprietary product.
The reader hasn’t heard of it before. So he has to be sold on why he should buy it.
To make that sale, you need a long-copy sales letter.
By comparison, if an Internet user goes to Amazon to order the new Harry Potter book, she already knows what Harry Potter is and likes it.
She doesn’t need to be sold on it.
That’s why Amazon.com sales pages for books are relatively brief vs. the long copy we use on our landing pages to sell information products.
I told DH that each of his product landing pages should have its own unique domain name rather than be individual pages on a central website.
I advised him to choose a domain name that is easy to remember, so whenever someone asks him about his e-book, he can instantly recall the URL.
For instance, the landing page for my e-book on how to write and sell your first e-book.
On your landing page, the only thing the visitor should see is the sales letter copy selling your product.
Don’t add a menu bar with a lot of options. And there should be no navigation.
The only thing the visitor can do is either order the product or leave the site. There’s no free content he can read or download.
Why? Because we want the visitor to focus on one thing only: the reasons he needs to buy our product today.
However, as effective as these single-product landing pages are for selling information online, there’s one thing they don’t do very well: Landing pages are usually ranked low in the search engines and therefore do not attract a lot of organic search traffic.
The reason is that Google recognizes them as salesletters. And Google likes content. It doesn’t rate sites with sales copy very high.
Create a “portal” site for your Internet information publishing business.
Have links to all your individual info-product landing pages on this portal site.
Also have several areas of the site encouraging visitors to opt into your e-list by subscribing to your online newsletter or downloading a free report.
Next, add one or more sections to the portal site where visitors can find, read, and download free content.
What kind of free content can you post on your portal site?
Articles, press releases, special reports, videos, audios, content-rich web pages.
Why are we adding all this free content to our portal site?
Because Google loves content, and will therefore rank the portal site much higher than the product landing pages.
That way, we’ll benefit from organic search traffic and get lots of visitors.
A percentage of those visitors either click onto one of the landing pages and buy a product.
Or, they click on a box or banner that lets them opt into your e-list.
Result: you sell more products and build your list organically instead of having to buy traffic.
I also like having a portal site, because when someone asks me what products I sell, I can’t remember them all. But they are all listed on the “Products” page of my portal website.
The portal site serves one additional function for the information marketer: it further solidifies your credentials as a subject matter expert in your niche.
There are lots of info-product marketers selling products on every conceivable topic on the Internet.
The ones that sell info-products on the same topics you write about are your competitors.
Often, the reader perceives little difference between e-books or tele-seminars on a given topic.
What helps differentiate the info-products and close the sale is the reputation of the author/publisher as a guru in her field.
The content-rich portal site gives you an instant online presence that sets you apart and causes readers to trust you enough to buy your products.
Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.