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Right Hand Planning is a professional marketing agency that develops marketing strategies that help brands build traffic, leads and sales.

THE First Step In Online Marketing

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Marketing news and insights from Right Hand Planning.

THE First Step In Online Marketing

Pete Semple

 

There are so many possible NEXT steps in online marketing – SEO, content marketing, social media marketing, local listings, paid advertising – that there are plenty of places to get caught up in “analysis paralysis”.

Luckily, however, the first step in marketing your business online is easy – it’s to look at your website and make sure it’s set up to achieve your goals and in a way that's clear and appealing to your visitors.

Here we examine two landing pages, one from Howard's Appliances and the other from the Redondo Beach Pier, to see what they did well and where they could improve.

Landing Pages and Conversions

The key to reaching your goals is to make it easy for your visitors to find what they're looking for.

Common Visitor/Shopper Goals:

  • Problem resolution
  • Product info
  • Company info
  • Model info
  • Price info

Typical Company Goals Are:

  • Make a sale
  • Phone call from customer
  • Data capture (email, phone number or other info) 
  • Schedule appointment
  • Customer download – Spec sheet, brochure, white paper, etc. 

Landing Pages - as Important as your Home Page

Remember, any page of your site could be a "landing page". The Home page might get the most traffic but if your site is designed well a visitor might enter on any page that has the topic they're most interested in. 

It’s essential that if you make the effort to drive visitors to your site, that you make it easy for them to stay and buy.

In the examples below we'll look at two landing pages and show why it's important to have all the right information displayed properly. 

Conversions - the only way to Marketing ROI

Before you spend money getting exposure and traffic you want to be sure people buy (or call) when they get to your site. Otherwise, any investment in marketing dollars is wasted and your marketing efforts will never achieve a positive ROI.

MarketingROI

A lot of people overlook the need to re-examine their website before launching a marketing campaign. And if they don’t know website conversions are the problem, they can waste a lot of time diagnosing their marketing channels, strategies, ads and offers when the problem is the website experience. 

It’s essential that if you make the effort to drive visitors to your site, that  you make it easy for them to stay and buy.

A Clear Path for Customers, “Conversions” for You

From your visitors’ point of view, they want it to be clear what they’re supposed to do next when they arrive on a new page.

Let’s use this page page from from Howard's TV and Appliance as an example...

GoodConversionLandingPage

On this page about washing machines they have the product images front and center as well as several other menu options shown by the green arrows. They also offer the shopper views by:

  • Brand - Checkboxes along left side
  • Feature - Dropdown center left, "Top or Front Loader" 
  • Sort By - Dropdown center right "Our Picks" (other options: New Arrivals, Best Selling, Price, A-Z)
  • Wash Basket Material - Link bottom left, (porcelain shown)
  • Breadcrumbs - The little link in the upper left "home/laundry/washers/top load washers"

Shoppers can also change how they see the products displayed in the center from tiles (shown in picture) to a list with thumbnail photos on the left and the description to the right. 

Many Good Points on this page

There are a LOT of great options on this landing page to appeal to most types of shoppers:

  • Those who want visuals get photos front and center or the option to see a list
  • People looking for specific features or prices have several dropdown menus to choose from
  • And it's customizable yet the layout and options are clear and familiar

to Improve, add contact info

ContactInfoLandingPage

One thing missing from this landing page is contact information. Having a phone number at the top where we've put the red box could help make a sale.

A phone number at top could help close deals. For example, a customer might have a quick question about availability, store hours or delivery options before they're ready to buy. There's no reason to make them go searching for the phone number on additional information on another page or a competitor's site.

A live chat feature could also help capture shoppers who are one question away from buying. 

Another Very Good Landing Page 

The Redondo Beach Pier has a terrific landing page. It's colorful and shows the pier at sunset which is perfect for a tourist destination. 

But the clean, clear layout is what really stands out. The goals of this site would be get people to visit the pier with a secondary goal of trying to get them to sign up for the pier's mailing list.  

The way they have designed this site make it easy for visitors to meet their information goals and the pier to get email signups. 

 

Clear Brand Identity

The Layout is simple and well organized. The top tells you the site, the Redondo Beach Pier.

Easy Visitor Info

The tiled sections along the left are organized into the most likely information and events visitors are likely to be looking for:

  • Calendar
  • Dining
  • Family Fun
  • Happy Hour
  • Nightlife
  • Shopping

Standout Email Signup

At the right, just under a brief paragraph of text is the email sign up box. It stands out clearly with the white box and lighter color background.

It also has a clear call to action (CTA) that tells people what the thing of value they're going to get in exchange for their email address:

"Sign Up for Pier Promotions"

Is Your Landing Page Set Up For Conversions?

Look at your website - is each page set up for easy, fast conversions?

Does a customer see right away what they’re looking for and is it easy and clear for them to take the next step?

Do you want help with ideas how on how to make it better? 

Give us a call for a free consultation at (424) 237-8155 about your website layout and online marketing strategies.