Transcription
[Music] [Music] All right, so do you send traffic from paid ads, from Google PPC, from Facebook, to a landing page or a homepage? We get this question all the time. It's probably a never-ending debate. And even if you know what you should be sending them to, what should it have on it, there are so many conflicting opinions, and it's not super straightforward. So, uh, we get these questions a lot, and that's why we're bringing you some data today. What we've seen and some examples of really high-converting landing pages and homepages that work, so you can really capture the most amount of your leads, uh, through your website. Okay, um, so that's what we're going to be talking about. Today's episode is sponsored by Apple. Apple, thank you for changing the way we connect to our devices, uh, every two years to make things difficult. So, sorry guys for the late start on our live show today, uh, due to connectors and hubs failing from Apple. Anyways, just kidding. Today's show is brought to you by our sweet landing page builder. We've got a lot of cool tools within Carrot to make building, uh, pages and creating content way faster, way easier for you, so you can create landing pages within the Carrot, uh, platform. So, um, yeah, Trevor, let's, let's kick it off. This is not a, uh, this is not a super straightforward answer to this. We're just going to say that right off the bat. But, um, we get this question all the time, like, where do I send my paid traffic to? Let's talk about the psychology. Um, put ourselves in the shoes of a seller or a searcher and talk about, you know, how that depends on where we might send them to.
Yeah, dude. So, on, on this topic, we were talking before we, we launched live here, and, and we could give the quick answer, right? Hey, landing page and homepage. But, but what we need to start to do, what we do on this show, is we want to get you guys to understand marketing at a higher level. Yeah. So let's go up into psychology. So the, the first thing is, is it, it depends. There's no clear-cut and, and cut and dry, black and white answer of landing page, homepage. It depends on a bunch of different factors. So from the psychology perspective, when, when we really think about it, we have to ask the question of, you know, where, where do they come from? What phase in the customer journey are they? Are they way early, and they're just, they might be kind of interested in selling their house or buying a property? They might be kind of interested in looking at a new HVAC system, or they're, oh my gosh, I've got to get this taken care of now, and they're really down the customer journey, right? Um, what device did they come from? So did they come from a cell phone? Do they come from a desktop computer? That matters a lot. We'll show you guys some data on it. But at the highest level, uh, you have to, you have to look at those factors first. Where are they coming from? Google, Facebook, or Google search? What mode are they in? Are they actively searching, or they just clicked an ad and they're distracted on Facebook? And then what device? And we're going to show you guys some, uh, examples. We're going to talk about some examples and, and give you some advice on how to structure the page based on those factors.
Yeah, and so to kind of get a feel for where they are on that customer journey, it's, it's, we're almost asking, um, how cold is the audience? You know, are we, are we building pages for colder traffic? Are we building pages for warm traffic? Yeah. Some of the paid, uh, some like a paid Facebook ad typically might be colder traffic, you know, going after them for the first time, if it's not retargeting, like we talked about last week. Yeah. Um, but if it's Google, if it's organic search, if it's SEO, these people are usually warmed up. Depending on most keywords, they're warmed up. They're searching for how to sell my house fast. They're, they're motivated. Yeah. The, the motivated word is the big one, right? Cuz anytime we have a problem or challenge and we go to Google, actively search it, we're in research mode. And when you're in research mode, you don't want a slimmed-down landing page. I remember, I've told the story many times on the podcast, where we had bats in the attic, and I looked at all kinds of different pages, and there were a bunch of really pretty, short landing pages. I didn't engage in any of them. The one that I engaged in was the one with a lot of content because I was in research mode, and I wanted to click the link that said, you know what, bat diseases can come from guano, and I wanted to click the link on how to do the cleanup. I was in that mode, right?
Yeah, so organic search, I'll share some data with you guys. We pulled it out of our Google Analytics a little bit ago to illustrate this, that on, on organic search, it was about a 60% engagement rate, meaning when they landed on a website from a Google search, they then did an action, right? They stayed on the page for longer than 20 seconds, or so they, two, two or more pages on the website, or they took an action and became a lead. Okay, uh, 60% did something. When you look at the paid search side of things, it's 50% lower. So 50% lower engagement rate, meaning those people aren't as much in research mode. Um, so you don't need as much content to capture them. Uh, but when you look at conversion rate on the other side, so conversion rate on the other side, the conversion rates were similar. Organic search always, almost always beats out paid search, but it, it beat it out by a slim margin. I think it was, um, about a percent lower, half a percent lower on the paid search side. So when you look at it, you go, okay, even with a lower engagement rate by 50%, we were still able to get them to convert because they were in the mode of just like, I just need to get something to move on, versus the organic searchers want the information.
Yeah, on the landing page, the other thing that was interesting when we, before we went live, we're looking at a couple of heat map tests. So we're looking at, uh, the split tests on a landing page versus a homepage. And for those of you that haven't run heat maps, basically, it's just a really, super interesting visual of where people are clicking on the website. You can see a little bit of like green dots where a few people have clicked, or if, for instance, everyone's clicking on the form, it's going to be lit up bright red and orange. Anyways, there are all these little, notice these green specs all over the top of the landing page. And I just found that kind of interesting. It's like people were trying to click to, uh, maybe where a nav would be, or trying to go to a homepage. So even though it did convert, that kind of ties into what we're talking about. It's like a homepage and a landing page without navigation on the top can, and both do work, depending on who's running. But I found it so interesting, people go to the landing page, we still like, okay, how can I get to the homepage, you know? They're clicking up top because people are just so used to that. It's, it's, it's user behavior. And we'll, we'll dive in, like, what, what is a landing page? What is a homepage? Because we're going to shatter the way most people talk about homepages and websites, uh, here in a little bit. But is there anything we didn't talk on the, on the psychology part? I think we got that part. Um, I don't think so. We got the psychology. Um, yeah, the, we talked about the, the paid traffic having a 50% higher engagement rate. That's pretty st- lower engagement rate, or excuse me, yes, lower engagement rate. Yeah. The organic had about, excuse me, organic had about 50% higher engagement rate. Um, talk about mobile versus desktop. Mobile versus desktop. Here's an interesting thing. We were, we were looking at a test that was ran, uh, to hundreds and hundreds and hundreds of motivated house seller leads, okay? And when, when you look at the blended conversion rate between the two, we, we sent to a homepage, like a traditional Carrot type of a homepage that wasn't customized at all. We're saying there was no customization other than a logo because we just wanted to test the basics of it. I'm just down to the basics. What would it convert at? Now, as you add in credibility and as you add in story and as you add in your personality, conversion rate should go up, right? Um, but what we found is, and this is what we knew going in, when you shrink a website down to mobile, the way that our websites are built, there's not a lot of difference between a desktop website and a mobile website other than a desktop or, yeah, the between the two. Because on our websites, we take the hero section, we shrink it down on mobile, and they, they're pretty much going to look the same at the top of the site, whether it's a desktop or, um, or mobile. Or it's long, not dramatically changed. You still got the form up there. The elements are still in the order that they should be. You lose the big fancy image in the background that you might see on a desktop, um, computer. And that's where a lot of people get stuck on this design visual of their website. They're usually looking at it from the desktop perspective. But if you're doing Facebook ads, you need to pretty much exclusively look at your website from a mobile perspective. And that's it. Because, you know, sometimes 90% of the traffic from Facebook is coming from a mobile device. So it doesn't matter how amazing that big image is in the back, uh, you need to pull it up on your phone and go, okay, is the form up towards the top? Can I scroll down through that? Do I have the right credibility? Do we have the right order of content? And the homepage, uh, in that case, versus the landing page actually converted better. It converted better by about a percent. It was 23% conversion rate in this test, uh, and that was through Google Ads versus a 22% was the next highest converting landing page versus the homepage on mobile. Desktop it flip-flops now because now it really does depend on what is the overall experience someone sees from the pictures, from the whole thing. And we found that there was a certain format of landing page that we're going to show in the after hours. If you guys are not in the after hours, in the podcast, head over to the Evergreen Marketing Show in, um, Evergreen Marketing, uh, for Real Estate Facebook group. Let's go check it out. Community.carrot.com. You can find your way there, and that's where we show the examples after the show.
Yeah, awesome, man. Um, so we'll kind of, let's do this. Let's kind of give the, the generalized answer. We've said it depends, and it really does depend. But for organic SEO, you need robust pages. Like, if landing pages are not going to rank, they don't rank. Yeah. They won't have enough content. They're too thin. They're not helpful enough. Google's not going to rank a landing page. Um, so organic SEO, you need robust pages. So like a location page or the homepage of your website. This is what Carrot members are ranking with. Yeah. Uh, Facebook is sending Facebook ads somewhere, typically a shorter landing page, a little bit slimmed down. Um, you can do it with navigation or no navigation. Um, but we'll talk about the, the key elements on the landing page in just a sec. And Google Ads PPC, same thing, typically shorter landing page, slimmed down. But caveat, we have a lot of, I just talked with, was last week, we talked with Tim Opel from Wholesaling PPC, and he's saying a lot of my, uh, clients, they're Carrot members, and we just run the PPC traffic to their homepage because it works. Yep. So both can be done. Let's do this. Let's talk about, uh, kind of some of the elements of a landing page, and then we'll, um, we'll go into the coaching call Q&A, show some examples, and answer some questions. So, um, landing page, Trevor, before we kind of break down the specific examples, tell me about, let's, let's change the conversation on, like, what makes a homepage a homepage versus a landing page?
Yeah, so what, what is a landing page first, right? A landing page is a page that traditionally doesn't have navigation at the top. Traditionally, it, it can, but some, but most time it doesn't. Um, it doesn't have like an about page and reviews and things like that. Traditionally, it's shorter content, um, and you send people there from a very, very specific source, and that page is set up specifically with the wording and everything, knowing it's coming from this source, right? Everything about it can be customized because we know if we're driving an ad to this keyword, we know what keyword they're searching and clicking on. We know what mood they're in. We know what mode they're in. We know where they are in the customer journey. We can deliver them the exact message right there, right? What, what a traditional homepage is, and this is where people need to change their mind, because I will, we'll all be in Facebook groups. I was in one a couple weeks ago, and someone said, hey, we're doing Google pay-per-click. What should we do? Where should we send it? Landing page or homepage? And you'll, you'll hear people in there that will, we'll say it with authority and expertise, um, they'll say, you should always send to a landing page. And, you know, homepages don't convert. Never send it. That's like conversion 101. You always do, uh, to a, to a landing page. That is true. The way that marketing has historically been done before we came along in this industry. The challenge that we saw was most sites. We pulled up a plumbing website right before this. I said, Brady, let me illustrate this to you. I'm going to prove it to you. Yeah. The way that most websites are set up is really, really bad for conversion. You go to that plumbing website, it has a big old picture of the owner's face, has some content, no form anywhere to engage in, no call to action at the top of the site. Then it just gives me a bunch of information. Now I've got to search for where I need to engage and get a hold of them. Okay. We said this is, you know, well over 10 years ago, Carrot, we said, well, what if we actually made every page on the website a conversion page? What if we made the homepage and all location pages landing pages that also can rank well in Google? They get the best of both worlds. They get the high conversion because we have the, what we call the hero section. We pioneered that in this industry. So if you see any website provider out there, um, we pioneered this in the industry. The website providers in this industry didn't do that before we brought it to the market and made it widespread, the normal thing that everyone sees today. So we, I, I called a mini-site, okay? The traditional website, you never want to send traffic to a mini-site structured for every single page to be a conversion page with the right psychology elements built in that can convert amazingly well on paid traffic, just like we illustrated with that test. Yeah, that homepage structured in that way converted better than the landing pages did on mobile by a wide margin in some cases.
So what does, what, what should be on a page then, whether it's a landing page or a homepage? That's what's most important, right? It's not, it's not the technology of landing page versus homepage, it's what is it on that's on the page. And then what is the behavior that the person is in that they're going to land there, and which page will give me the best shot of having the right content on there for them, okay?
Yeah, so the order of your content should be something like this, and this isn't new. I've done videos on this six, seven, eight years ago. Um, we've adjusted a couple things as we've gone, but in general, it's psychology. Psychology doesn't change over decades, it changes over millennia, right? If, if not more than that. So the first thing is, you need to have the top of a page, whether it's a landing page or homepage, have what we call a hero section. Really quickly, it calls out what we do, uh, says what to do next, and a really, really clear call to action with a form. I suggest forms, not buttons. Okay? We have tested buttons where you click it and it pops up a thing. That tends to add resistance. Forms, not buttons, usually.
I love, I'll just add in really quick. I brought this up a couple times on the podcast, but it's been a while. Donald Miller, StoryBrand, Marketing Made Simple, Business Made Simple. He calls it the five-second grunt test. Open your laptop, show somebody your website, leave it open for five seconds, and then close it and ask the person, you just, whoever your spouse, friend, say, okay, who am I? How can I improve your life? And how do you get a hold of me? Exactly. Can your website answer those three questions in the first five seconds? Immediately. Who am I? How can I make your life better? Notice I didn't say what do I do? It's totally different than how can I improve your life? And then how do you get a hold of me? Exactly. Five seconds.
And that, and that, and that's key. So we, we do that both on landing pages and our Carrot homepages by default, and the location pages. That's built in, okay? Uh, and, and that's that's the major difference between a traditional website. When people say, never send traffic to a website, always send to a landing page, it's that they're not looking at the new way that we developed over a decade ago of driving high-converting websites. Yeah. Okay. So now, let's assume that you're using that method, the method that we've pioneered in this market, then right below that, you need to bring some credibility in. Okay? Right out of the hero section, it's like, bam, it's exactly what you said. Then right below that is why you should believe us. It could be some logos of clients you work with. If you're in other industries, it could be data, it could be facts. It could be, we've closed this many deals. It could be testimonials, whatever's the most impactful right there. Right below that, now we need to bring people in to go, well, let, let us introduce you to us, right? Here's what we do. Hey, we, we buy houses in this area, or we are expert plumbers or HVAC technicians in this area. Here's some little couple paragraphs about us, right? Great. We're, we're, we're friendly. It's, sh-, this, it's the handshake going, hey, cool, um, let's just kind of talk with you and see how we can help you. Then from there, usually it's something to the effect of a basic of the process, right? Hey, awesome. So here's what we do. You already saw that one. Here's kind of how it works. You just engage here and we'll set up an appointment and we'll come out and meet with you, or, you know, it's something, it's your method, it's your process, it's demystifying how it's going to look like. Squares like step one, step two, step three, step four, or three short bullet points and here's what you can expect from us. Yeah, it, it, it's something like that. That's the big thing, like, how does it look like to work with us? And there's a lot of different ways to do that. And then they don't have to be in this exact, this exact order, but this is kind of the order that I have tended to like over the years. Then I'll, I'll do another credibility sandwich in there somewhere. I might pop another testimonial or piece of data or something like that in there again, that furthers that sale. And then I want to bring in some more content, okay? That's where it might be in real estate investing, the situations that a seller is going through. Uh, if it's a cash buyer website, it might be the areas that you have properties, the types of investment properties that you have. If you're a plumber or HVAC technician, might be all the services you have, all different things that you can repair that you sell in there. So people can see, oh, well, here's all the, that I'm one of those things in there, okay? And then you can have more content in there. But then in general, it goes down to, I kind of like the credibility again, uh, bring in another objection that you need to blast with a piece of, of a video or a testimonial or something, or something about your business and your close rates really high, or something, right? And then an FAQ. FAQ has been around for years. I would say the last year to two, especially Google has been really rewarding pages with FAQ on organic. But for years, FAQ has been amazing for conversion on PPC. So an FAQ, uh, and then a CTA form at the bottom. Now, there's other ways to do it, right? If you're a multi-location business, now towards the bottom, you might have, here's the areas we serve, that kind of thing. But those are the elements: hero, credibility, intro and what we do, basic, you know, here's the basic steps of how to work with us, more credibility, content that gives the, the depth of kind of who you serve and how you serve in your services, credibility, FAQ, CTA form. Yeah, that's the same on homepage or landing page. The main difference is how robust the content is going to be in each one of those sections. Yeah, you might have nine testimonials or credibility pieces on your homepage, but three or four work really good in that landing page.
Right, and, and I'll talk us back to you, cuz we're going along here. I'm going along. The key difference here that people need to look at is, is this, once again, when we look at here, uh, homepage or location page versus landing page, is if you, if, if your homepage is too broad, um, and it doesn't target the visitor from a paid, uh, ad good enough, then I would usually go to saying you should have a page that you're, you're going to convert higher when it's more targeted versus less targeted. More when the copy is more specific. Yeah. So if your homepage is, is generic nationally, hey, we, we sell us your house, we can buy your house, but if you're marketing to Roseburg, Oregon, I'm probably going to want to market to a Roseburg, Oregon page. Yeah. Now, it doesn't matter if it's a, a location page that's robust, or a, or a, a landing page, traditionally. But then maybe where you might have some landing pages is you've really narrowed down the niche of foreclosure, you've narrowed down the niche of selling an inherited home or probate. Those niches, you, you, if you have good, robust, high-converting content pages for those, great. Send to that. Otherwise, you can really quickly launch landing pages in our platform, leveraging our data. Uh, we build in the pages based off the, the highest converting pages in our system. Yeah, we've got one or two really good converting ones in there right now, and we're going to continue to work on taking our data, say, across our platform, what converts the best, let's go make and mimic the pages. So it takes you 35 seconds to launch that page and get going with it. If you want to do landing pages, that's awesome.
So, just to summarize, we'll bring this portion to a close. If you're listening to the podcast, um, we're going to jump into the, uh, live coaching call, the Q&A, in just a sec. Trevor and I are going to pull up some examples, answer any questions you'll have. But if you're listening to the podcast, join us, uh, live every week, Thursdays at 11:00 AM Central, or no, Pacific. I had to really think about that. 11:00 AM Pacific every Thursday. Um, otherwise, thanks for listening, and, uh, we will see you all next week. Thank you. Thank you. Cool.
All right, uh, let's get into it, man. If you guys have any questions on coaching, or excuse me, any questions on landing pages versus homepages, uh, let us know. If you, if you have a landing page you want us to take a look at, pipe it through the comments. We'd love to take a look at it and, uh, tear it apart. Just kidding. We'll compliment. Um, yeah, you want to pull up some examples, Trevor, of kind of, so we can show these different elements? Let's do it, man. So let me share my screen. Oh, I didn't get in the StreamYard. Let me get in StreamYard. Um, so what, while I'm pulling up the, the tool here to, to get in there, y'all, sorry, I totally threw you on the spot. Good. You're good. There we go. I made it. No, no login required this time. Hey, sometimes, sometimes it like sends the email to support and makes me get in there, but we're good. Okay, cool. So I'm gonna share my screen and the, the biggest thing on this conversation, we're gonna answer other questions. I see your question, Tony, so thank you for bringing that question in. Um, we're gonna answer the questions here. So I'm gonna pull up a couple, couple tests. Okay. So the, the first thing when, when we're talking, once again, landing page versus homepage, if I were to give just the most basic, quick guidance, I'm gonna say, unless you're really scaling up paid traffic at an expert level, um, just send it to, send it to the high-converting homepage. Don't worry about it. Yeah. Okay. Um, it's easier, it's there. Uh, when, when people say, once again, like we, like we talked about in the podcast, when people say, oh my gosh, never send to a homepage of a website, the, the that is good advice to the general business because the general business website is a brochure. Yeah. It's a, here's who we are, kind of, here's what we do. And they're thinking about what they know websites to be, businesses in general, not how Carrot sites are engineered. Exactly. Now, if I'm an, if I'm an HVAC, so we're working with some of our HVAC clients who, who do HVAC, and they're plumbers, and they're electricians, and their same business, and it's all on the website. You're going to be sending the landing pages there, or some specialized page. You're not going to send it the homepage, like the homepage is not the page you're going to send traffic paid traffic to because it's not targeted enough. We don't know, um, you know, it's not specifically speaking to the plumbing client, to the HVAC client, to the electrical client, speaking to all of them of, here's all the services we offer. But if I'm running a Google ad, uh, to, to, to gain HVAC clients, it's going to go to an HVAC page, and it might be a landing page, it might not be. But either way, it's a page very, very specific to HVAC. And I'm going to stop using the word landing page. I'm just going to say it's going to go to a page specific to that topic. And then you can determine how much content goes on there or not. But I'm just going to always default to, um, just use what you have at Carrot because it already converts well out of the box. Now, if you want to start scaling up and you're spending thousands of dollars per month in paid on paid traffic, and you want to really dial in that conversion, then I would go, yeah, test them. And there's tools out there. We can show you guys, uh, to do testing cheap or free. Uh, Google Experiments is a really, I wouldn't call a simple tool, it's a free tool, but Google Experiments is a tool that is simple enough where you can set up a split test and run half the traffic to this page and half the traffic to that page and see which one converts well. Um, Microsoft Clarity is another tool, a free tool. And, um, I'm gonna, if you can pull up my screen here, Braden, I'm gonna put those here in the chat. Yeah. That's weird. I just pulled up experiments with Google experiments.withgoogle.com. It doesn't even look like a Google site. It's interesting.
Yeah, let me, while you're pulling this up, Trevor, let me throw you a quick curveball question. So let's say you're a, let's say you're a hybrid, you're an agent and investor, and you have a, um, you have a brokerage, and you're doing a lot on the retail side, but you also, uh, buy houses for cash. Say maybe like Anthony Beckham here in Roseburg. So you have a Carrot site, it's hybrid. It works for investors, yeah, and agents. Um, and you're doing paid traffic, would you then send to a landing page specific to how to sell my house fast, the rules properties?
Yeah, for, for sure. And once again, I'm gonna use, I'm, I'm probably not gonna use the word landing page much in this conversation anymore, and I'm gonna mainly get people to think about not the technology of the page, more of the content, the substance of the page. And then you can choose what technology to use. Do you just duplicate the Carrot homepage and adjust the content, or is it easier just to go launch the landing page? Right. So the landing, let's talk about the technology. The landing page, you use that and you don't expect or want Google rankings from it. Okay? So that, that's one of the core differentiations. If I'm launching a landing page, I'm like, I don't want it indexed in Google anyway. I don't want it to rank well in Google. I've probably already got a really robust, long page for that thing over here, and I'm just testing one that I don't want to to rank well on Google, not be an index, and have it be shorter and probably with no navigation. Okay? So in that example, it always goes back to, um, what, what should the content on the page be that is the most hyper-focused to that visitor? So if I'm Anthony, I'm a hybrid agent investor, and I'm running ads to sellers, uh, of real estate, I'm going to send to a, a Carrot motivated house seller page where it says, sell your house in Minnesota or whatever. No fee. I might need to adjust the no fees, no commissions part if I'm a hybrid, but I could say the quickest, or whatever, put the most cash in your pocket. We help you find the multiple options. But it's going to be a, a page. After you get the lead, then that's where you determine if they're retail or if it's cash buyer. And that's, that's where I think most agents or hybrids are doing it wrong. Most of them are are driving traffic to an agent retail listing, hey, get your home value. And then they think the investor side is different. It's actually the same, as long as you make sure that the message on there is about them selling their house, and you decide or you guide them once that happens. Yeah.
Interesting. Um, now, if you're, if you're going after buyers versus sellers, and let's say you're, you're an agent like Anthony, let's pull up Anthony Beckham's site really quick here. So, um, Anthony does, does really well. This is his real estate agent website, right? So when, when I've talked to a lot of real estate agents who were doing, who are trying to do paid traffic, and they go, man, I did Google pay-per-click for four months and I dumped $500 a month into it and didn't really get anything. The, the challenge with Google Ads for sellers for agents, for pure agents, is it takes so long for the cash conversion cycle to catch up with them. Meaning they have to put cash out today. It takes a long time to turn, often times, a retail lead into an actual closed sale of money in my bank. Yeah. But as an investor, we, it's not out of the norm for people to get a lead today, close on it within two weeks, and have their money within a month. Yeah. So you can convert the cash much more quickly and make paid traffic work better. The other issue that agents have in general, and HVAC and all those other companies, is they'll send the traffic to a page like the one, one that we're showing right here. Yeah. So the one that we're showing is a traditional agent site. It's got the smiling faces, it's got the home for sale, the house, the sell my house. It's got some listings. This is not going to convert, uh, for, for a very targeted sell my house or very targeted buy a house. Yeah. This is great for people who are typing, best real estate agents in Roseburg, or top real estate agents in Roseburg, or things like that. Okay? But then if I am marketing directly to buyers, home buyers, dude, this is how crazy I would get it. If I, if I specialize in two or three neighborhoods or two or three subdivisions, I'm going to create a page or a landing page, doesn't matter to me. I'm going to test both for every subdivision looking to buy a house in XYZ, especially if people are searching it. I'm going to drive to a very drill-down page specifically for that, for that subdivision. And that's where a lot of agents, they're, they're not doing it. They're driving, they're driving these broad pages.
Yeah, I was just going to Google to see what, um, what Anthony is because he's running PPC ads. I noticed this yesterday. Um, it looks like his PPC ads are going to BeckhamGroupInvestments.com. Going to go there. I don't want to click on his ad, cost him [Laughter] money. And that's probably a motivated seller site. Yeah. But, um, he also has another site. I probably spelled it wrong, but he also has another site that I've recognized that are, that's popping all over the place in Google search. Yeah. So this is the one he's driving his Google ads to. That is the one that's popping up for Google search in the, in the Ever Marketing Workshop yesterday. He used it as an example for for location pages. If you Google, sell my house fast Southernland, Oregon, he's ranking number one for that. Dude, he's got another one too. So I haven't talked to him about this, but I keep on seeing this one pop up. He's just testing and testing. Uh, let's see. That's not it. That one's not it. It's like that where it go. Um, there's another one that's like ASAP, something about ASAP. Oh, ASAP Cash Offer. It's not, well, it might be. There's this one. Anyway, it's not popping up here right now, but there's one yesterday he's ranking really, really high all over the place. Yeah. And it was, I thought at the bottom, it was Anthony's face on, which is cool. But, um, yeah, guys, simplify it. Just, just think of this question, uh, what if, if I can recognize specifically and identify who I'm marketing to, and if I know what they're searching for, what their intent is, I want that page to be as specific as possible to that person. Um, we, you and I, right, right before we, we launched the podcast live, we were looking at some of the data, and one of the pages that, in this, in this test, converted really, really high was a page that was using what we call dynamic insertion. Right? That's a fancy phrase for when, when you land on a page from a Google search ad, you can dynamically insert things on the page based on that user. So one way that some people will do it is they'll dynamically insert the search phrase that they came from into the copy, which gets kind of weird sometimes because the search phrases kind of can get weird. I don't suggest that. But the other way is we can dynamically insert their location. Right? So let's say you're in Philadelphia, but there's five cities outside of Philadelphia. It's going to be more impactful if I land on a page that doesn't just say sell your house in Philadelphia quickly, but it's like, I'm going to make up, I don't, I don't even know if this is a place. Let's say there's a place called Forest Hill that's a suburb out of Philadelphia. Yeah. My page would then be able to automatically say, sell your house to Forest Hill, Pennsylvania. Ah. So the reason I bring that up is you can, you can technically do that on the Carrot platform with someone who knows the code to put in there. It's simple to put the code in there, but you got to have someone who knows what code to put in there. Um, and the cool, the reason it works is because it makes that page even more specific to that visitor. The more specific. So give an example, Brady. Let's, let's, let's get as crazy as possible. Let's do it. I'm always down to get as crazy as possible. Let's say, let's say, so you built a barndominium, right? Yeah. Let's say you go to Google and type, I'm making this up, but barndominium contractors in Roseburg, or something. There's no results. Google just, Google just breaks. There's zero. Yeah. There won't be. But assume that there was this amazing market for it. There's a contractor saying, I'm going to do barndominium contractors. Like, what if, what if that person knew you already had a piece of land that you, they already knew where it was going to be? And let's say that person already knew like how big you want it to be. Let's just theoretically say they did. Okay. If you were to land on a page that literally had a picture of your property, that had, hey, are you looking to build a barndominium in the green area of Roseburg, kind of like this? You can for something of this size and with these specs and with this, and, and you're in this budget range? Well, I'm the perfect contractor for you. You'd be like, dude, yeah, yeah. I'm actually not even going to opt in at that point. I'm going to scroll down to the footer, find the address, I'm going to drive down to their, their office. Like, dude, we got to connect. Exactly. Versus what, what most people do is they're going to send to their homepage of a website that is not optimized like a Carrot site. Yeah. And it's going to be Roseburg contractors. Yeah. So that's a very, very stark difference. Um, now, we can't read our clients' minds all the times, but we can know more about our client based on what, what ads we're running. Yeah. And what got them to that site. Nice. Cool, man.
Well, let's answer a couple questions. You want to share any other examples or, um, tackle some questions? Yeah, I'll share a couple, couple actual landing page examples. So we, we were looking in our data, and this is for Google PPC, anyway. Um, and we're always, we're always compiling this data, but this is across hundreds and hundreds and hundreds of leads, okay? So this isn't a couple dozen leads. And we said, well, what are some of the pages that are converting pretty darn high in Google PPC? Okay? These weren't, uh, a collection of the top four. These weren't the top four. These were just among the top, you know, 20, 30, 40. We grabbed four randomly out of here, okay? So this one here is converting on Google PPC. This is only opt-in. This doesn't include phone call leads, which pushes that that number even higher. Uh, 27.8% of all the traffic with over 84 online opt-in leads, probably more phone calls from it. So this conversion rate is probably between 30 and 40% in reality, which is insanely high. Yeah. Um, what does that one look like? Well, it's pretty simple. Uh, it's using a page. They, they chose to eliminate the logo. It's using, you know, some of the default content and copy that we've got. They added in a little bit of their own custom content. It's got a great image in the background. Uh, has our default proven opt-in form with a button that stands out. Button color, uh, doesn't really matter, um, as far as what color it is. Is it blue? Is it green? Is it purple? Is it red? And that doesn't matter. What matters is that it stands out, is that it contrasts from the rest of the page. Yeah. So this one works. Could they change it to orange and it worked just as good, if not better? Maybe, right? Possibly might convert better, might not. But either way, it stands out. That's a good thing. And then it goes into, if I were to change this one, I'd add, I'd add in credibility and testimonial right there, right below the hero. I think it'd bump conversions even a little more. But then it goes, hey, here's how to work with us. Here's a little bit who we are. Um, CTA. Here's some of those benefits, right? Here's some of the people that we can help. And then here's the FAQ and then here's the form. You saw that was a similar format to what we walked through earlier. One thing I was going to point out, scroll back down to those benefits. If you're, if you're on a homepage, you know, a lot of people would traditionally do this in like a, a block of text, maybe they highlight things, it'll be writing through a paragraph. You got to think people coming to a landing page, they're looking to get the information quick, bite-sized nugget. So I really like the way they, they, um, laid this out. Bullet points and check marks. It's, it's really simple. So I'll show this one. I've talked with Marco on this one, and he's totally cool if we dive in and show it as well. Um, we're the traffic to this one with Brandon on our team and been doing it for for years. Marco's made multiple seven figures from this page right here, okay? So if you go to his homepage, let's, let's go to the homepage. Let's look at the difference here. That's with the Google PPC, uh, traffic we're driving. Yeah. So the, this one here, I'm looking, I switched over to the homepage. I'm going to switch back to the Google PPC page here, but, um, you can see the homepage is longer, right? It's, it's longer, it's really, really robust. Um, this is specifically made to compete in Google, to have the robust content and a really competitive market of Florida, okay? So when we look at it, you're still going to see a lot of the same elements. Once again, you're going to see the, the hero, the BBB, big fat, um, contrasted button that's called action, some credibility. You're gonna see content. I really like that dollar emoji he's got on the button. I haven't seen that before. Yeah, yeah, that's cool. That is cool. You're going to see just so many things. You're going to see the credibility. Then we're going to see the situations, like we talked about, the steps. There's a lot on here, right? Um, now let's go back to that landing page. So the, the, the copy's a little bit different, and I'm not going to say specifically because I don't know whether those words on top of that particular form made it convert better than the other words, but those other words that I just showed are kind of a little bit more for the keyword he's going after because they're driving this one from paid traffic. They don't have to care about keywords on this one. They can just write copy for for conversion, not copy for trying to go after a keyword, right? Um, unless they know the keywords they're going after, and if they know that people are clicking from sell my house fast or cash home buyers Florida, you should probably put those words on the page somewhere because it then joins the conversation that person's mind. But you can see it's the same stuff up top. It's the same stuff there with the BBB. Uh, they're going, some of the same things. It's step one, step two, step three, just played a little bit differently. It gives some options, uh, give some content. So it is structured differently, but it's, it's probably half the content. MH. But it's a, it's a page. It's not, it's not a landing page. So the, the main difference there, of course, is just eliminating the, is eliminating the, um, the nav, uh, right there. Yeah. And I, I'll show people how, how you can do some of this. So what they did there, they didn't use the landing page tool. There, they just duplicated the homepage, which you can do. But what, what I would do is I would go here to landing page if you guys want to create a, a really simple, high-converting landing page. Okay? We, we grabbed one of the highest converting landing pages from this test, right here. This test, uh, in general, this was the highest converting landing page across hundreds and and hundreds of.
leads on this test and we replicated this landing page for all of you guys. And now, let me go find back. It was right there. I can go in here, click "Add New Landing Page." This landing page is the one that came from that test. So we're bringing the results, bringing the test into the tool. Okay, we can select it. Um, let's say we're going for Florida. Let's say we click next. We can add a tracking link right there if we wanted to. I can skip it. Let's view the draft within what is this, 10, 15, 20 seconds. We're taking that landing page that came as one of the most, the highest converting ones on paid traffic, and we got it there. And so now you can go in and do some basic editing. You can adjust some things, but within a couple minutes, you can now have a landing page to test versus, uh, that longer page. Okay, so you see some copy, but I can turn different things off. I can adjust things. I can have no background. I can have a background. Uh, there's a bunch of things I can do, uh, to this website or this page to, to kind of spruce it up a little bit. You see how quick I was able to build a page that's very similar to that, and we can just move things around, pop in here, center it, adjust it, make it happen. I'm gonna get out of this so I don't launch it on his side. Nice, nice.
All right, we got questions. We got a couple questions from Tony. I was just on the back end of Tony's website doing some digging while you're doing that. Um, first question, unrelated, but that's okay. We're here to answer questions, we're here to help. So if you guys have any, pop them in and we'll help. Uh, Tony said, uh, if I'm adding content weekly to my site as instructed, how often should I resubmit my site map to Google? Yeah, it's, it's a good question. So on the content side of it, Tony, I think the first thing is, is it really depends what type of content we're adding, right? And and, um, dude, it's been so amazing watching you dive into the 30-day challenge, engaging the Facebook groups with you. Uh, what, what I would really focus on in that first 90 days is I would really focus on your location pages. So that homepage and then your, your next five to 10 or more if you, you have more markets you're in, location pages. Um, so on, on, on, on the posting content weekly, usually, and things have adjusted over the last year or two, but usually I would, I would start doing that once I've started to get traction with my location pages, okay? Now, it doesn't mean you can't post content prior to that. You can post niche authority blogs. You can, those things. I'm just saying to simplify the heck out of things, if we wanted the simplest version of an action plan, really focus on, uh, customizing the, the core conversion pages first with your credibility and getting those things on there, and then launching those location pages, and then making sure those location pages, of course, are tracked in the keyword ranking tracker tool. Which actually, um, share my screen. Let me show you guys something here. Let me show you guys something. This is brand new, um, as of Monday. As of Monday, guys. So if you have not seen this yet, as of Monday, um, you pop in here into the SEO section. If you have the SEO, uh, tools out on, which is only $29 a month, way, way lower cost than other comparable SEO tools out there for what you get. Um, now you're going to be getting an SEO, a site audit tool. So the site audit tool is brand new. It's in beta, as far as it's new, we want your feedback, but it works amazingly well. So you can check out the site audit tool. Another thing is, I would highly suggest that everyone do this, including you, Tony, is go in and make sure that you have your website hooked up to your, your Google Search Console. This is a new feature within Carrot as of Monday, where now you can take your Google Search Console account. If you don't have a Google Search Console account yet, I would suggest you invest in the 15 minutes to get a free Google Search Console account set up because it gives you extra data and information that you could not, not get anywhere else. Yeah, and then it'll take you about another three to five minutes max to come in here, go to search performance, and then integrate your Carrot account with your Google Search Console account. It's going to bring in all this fancy data here that's pretty easy. If I did it, any of y'all can do it. Yeah, Google Search Console account, exactly. And the, the key, like there's a lot of amazing things it's going to give. It's going to tell you impressions are how many times is your website showing up in the search results. Um, you know, your average position, stuff. But the thing that I love the most is now there's no mystery what keywords are actually driving traffic to your website and what keywords you're getting clicks on. So with this one, with B, I can see here the average position is 2.2, which is pretty good. And he got 1500 search impressions, meaning 1500 people during this period of time saw his website, and he got a 75% CTR. Okay, we ideally want to see if we can't get up above the 1%. Man, if you can get over two, that's gonna be really, really good. But let's get up over the one. Um, but he got 11 clicks from it. So 11, uh, of the traffic during this time period came from that particular keyword. Okay, so this is pretty cool. So make that integration. But, um, I would start there, guys. And then I would make sure that you've got your location pages in the key tracking tool. We just actually, for those who have the, for those who have this tool, we've expanded your keyword ability to, I think it's to, I think if you have the SEO tools out on, we took it from, I think 25 to 125. It's, uh, I think it's either 100 or 125. It's a lot. It's over 100 now. So you guys are four to 5x in the amount of keywords you can now track with the same price. And we're adding so many other features to the mix. So get that started. But the reason I say start with your location pages, and that's probably almost all I would focus on for the first 30 to 60 days is really just get focused on seeing those start to rank somewhere and then going through our training and making the adjustments to that page and getting your citations done. So getting your Yelp or Yellow Pages or Google My Business profile, get those linked into your website, okay? And then you should start to see things starting to climb. Um, but if you are, if you are posting the content weekly, Tony, uh, just make sure that the content that you're posting is really intentional. That's something we can help you with for sure. Nice.
Um, we got one more question here from Tony. Said, uh, when I put, and I think I know, think I might know the, when I put my URL on Carrot Keyword Explorer, it shows only one result from one of the blogs that you started for me, which was a blog to speak, I think it was specific to how to sell your house fast in Ohio. I don't have it pulled up, but I was looking at it a second ago. Um, he said, but when I look at Carrot SEO Ranking, I'm in the top 10. Yeah, which you verified on Google for a bunch of key terms. What's the disconnect? Which one? Congrats, Tony, because I looked as well in your ranking for, um, your, your company name and your company name plus reviews, which is awesome. That's what we're teaching. Do the URL is, let me go back. I just had it pulled up. Sellmyhouseservice.com. Okay, cool. I was thinking maybe there's not enough volume within SEMrush that causes it. It could be. Yeah, Tony, you've done, you've done a great job, man, on on the homepage. So he's ranking number one for Property Piece Reviews, number one for Property Piece Ohio, number two for Sell My House Fast Grand View Heights, and like a lot of top three and four rankings for a bunch of different locations, which is awesome. Just started two or three months ago. That was quick. That was quick. Yeah. So the, the, the high level of it, Tony, kind of without knowing the details of it, depending on the tool that we're using to grab that data, um, they report on different cadences. And so it might be like a week lag or so before, before this one picks up it's ranked number two or number one or something like that. Um, so yeah, the tools are accurate where it grabs the data. It's at the second that it grabs the data, but we don't pull the data, you know, throughout the day. Uh, some of the tools, we might pull it once a week. Um, and that really helps to number one, keep the drag of the, you know, the, the load of your, your software down. So it's a really quick service. It's really quick software. It's easy to to navigate. Um, and it helps us to make sure that you're not like day trading SEO, right? That's one thing that we always want to focus on is, is I want you looking in your account every day to see where your ranking is because it's going to drive you crazy. Yeah, I would look in at at the start, maximum once a week. Maximum once a week. As you're really going, I'd probably do a monthly check on my SEO rankings. Yeah, yeah. But it's just a reporting delay likely depending on the tool or the API that we're pulling, which, which is pretty standard for for most softwares. I was talking with with, um, uh, PropStream about this during the summer, saying a lot of data providers will say like, hey, we update our data daily. And it's like, okay, well, they can, they can say that they update their data daily, but the data providers they're pulling from might update every couple days or every two weeks or something. So, yep, that's pretty normal. Yeah. In our, in our data comes from the, um, you know, one, one of the biggest SEM or one of the biggest SEO tools and data sets and APIs in the industry. It's, it's, uh, comes from SEMrush. And SEMrush is, you know, it's, it's the gold standard in in what we do for SEO data for APIs, things like that. So that's where we're grabbing that data to really bring it through so you guys don't have to pay the $100, $200 a month for SEMrush. We bring the feature sets in for you included for the low cost. Sweet.
All right, well, we're going to wrap it today. Congrats, Tony. You're killing it. And it's really cool to see ranking for some of these terms, number one, number two, number three for some of these terms, and you only been with Carrot two or three months. You're killing it, man. Uh, tell other Carrot members to do what you're doing because it's cool to see you getting results. I looked at your website. It looks like you've done some really good optimization, added some credibility and photos on there. So thanks for doing what we teach, and you're getting results. So that's, we just want to celebrate you, man. Dude, once you start to get your first, your first leads in there and your first deal, man, we want to celebrate the heck out of it with you, Tony. So keep us updated on the journey. That's what fires me up the most. Yeah, is is the technology that we have is is a tool to unlock the freedom and impact that we want to help you get. Because at the root of it, that's why we, this is, we're here to help you guys and gals live the life that you want to live. The business and our tool are just conduits or vehicles to help you get there quicker. And so, dude, let us know those wins come, man, because we're going to celebrate the heck out of that with you. We get some Carrot swag, and it's the same thing for everybody else watching this. That when you have wins, pop them into the Facebook group, celebrate with us, and we send out swag all the time for people who are closing their first deals or their biggest deals. Uh, so let us know, guys. We're going to celebrate it with you. Sweet.
Next week, join us. We're talking about this is one of my favorite topics. How to build a testimonial machine. So proven ways that some of our best members are doing to get testimonials, how to actually get them from people, where they should go, where to put them on your website, where to put them online, and really how to leverage them so you're making the most of testimonials. Because that's one of the biggest things you can do, uh, for anything related to your website, anything your marketing, is you really choose to get really juicy testimonials and leverage them properly. So next week, build a testimonial machine. There at 11:00 AM Pacific. And, uh, thanks for hopping on everyone. Appreciate you all. Thank you, guys. I'll see you guys later.