Die perfekte Landingpage (Folge 13)

# Swell AI Transcript: Die perfekte Landingpage (Folge 13)

# Swell AI Transcript:

Intro:

Intro: Marke meets Marge. Reichweite meets Rentabilität. User Experience meets Umsatz. Willkommen zu Verkaufsgespräche, der Podcast, in dem Marketing auf Vertrieb trifft. Mit Christian Pudzich und Christoph Kubot.

Intro:

Intro:

Christoph Kuboth:

Christoph Kuboth: Und da sind wir wieder zurück mit einer neuen Folge von Verkaufsgespräche, der Podcast, in dem Marketing Sales trifft. Mit meiner Wenigkeit Christian Pudzich für die Marketing Seite und Sales Superstar. Christoph Kubot, you can't see it in the game gear, because the Superbowl is on. And we'll take a screenshot of it, I think, because I'm coming out of the business outfit here, especially for the podcast Chick du Mack. Christoph too.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Me too, me too, but we define chic differently.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: You have to, you can't see the gold chain now, you can't see it anyway, so it's a pretty gear from, let's say, you can hear it now. You can hear it, sorry, there it is. But wait, it doesn't matter. It showed itself in the microphone. You now have to imagine a very large B.A. Baracus golf chain. Of the 49ers, I should also reveal that, who play in the Super Bowl. Yes, exactly.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: So you're ready for Sunday. I'm excited. I'm excited, I'm excited, yes. I don't think you have any sales talks on Monday at 8 a.m. That would be a fine move. That would be a fine move. That would work for me.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: In any case, a topic for the next episode. Convincing.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Definitely, definitely.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: But speaking of topics for the next episode, of course we also have a topic for this episode. And we want to talk about the perfect landing page. I would like to explain what a landing page is and why that is such a point for me. That would have been my first question. And that's an important point for me, a transition point between marketing and sales. What is a landing page and what happens with it? And why is it an interface for marketing and sales?

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Then please tell us first. That would have been my first question. Is the landing page the homepage? Is it the same? And if so, when and why was it renamed?

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Then let me record my Schlaumeyer voice, my Schlaumeyer podcast voice. Your monocle just popped out of your eye. I've been cleaning the house the last few days. The landing page is not a homepage. Generally the term website is a complete online appearance. www.christoph-kubot.de It usually has a homepage, which is usually the starting page, and various sub-pages. Products, offers, also something about the company, sustainability, career pages. That first includes your complete web appearance. A landing page, by definition, is actually a page that can work on its own, because it serves one purpose, namely to generate a request. A request for a product, for an event, but also for a position display, that can also be a landing page. So in general, as a definition, I want to lead a certain user group to this site, how you do that, we can talk about that later. So I want to have a certain target group on my landing page. and once it's there, it's used for an action. Normally, it's used to fill out a contact form, so that the inclined distributor has a point of contact. And hey, you're interested in this offer, etc. Can I help you with that? That's briefly explained. The definition of the landing page. One more sentence. I would also define it further, because we always do that in customer interviews. It's a product page and at the same time a landing page. In the classical sense, a landing page should not distract you from anything. In the best sense, a landing page should not distract you anywhere, that means you should only be led to this action and not click through again. But also a product page, where you present product features or want to generate a request, an order, would be exactly that, a landing page. Every Amazon page, where you look for a product, is also a very nice landing page, you can explain that right away. What happens then, because it is very well set up? So every Amazon page, amazon.de would be the complete website and a landing page is the product page. So, I don't know if I have now brought this to an end, but on product pages, landing pages would be for me, because they should trigger an action in the end.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Okay, so you would have to put a call to action request on each of these landing pages. On the homepage, in the home menu, so to speak, and at the same time on the product pages, where it is routed internally to the corresponding contact person. Yes, exactly.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: A CTA or a call to action, as you said, is of course an essential component of a landing page. Click here now. I don't know where and how you serve. The normal thing is to arrange an unconnected consultation, where you are then unconnected, yes, pointed out again how the offer is going, or just also classic contact button. Yes, exactly, so a CTA, a button where you are directed to a form where you should enter your contact information.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Do you know yourself better now than I do? How many companies is it actually that you have the opportunity to Yes, a contact request that is not such a stupid contact formula. I think everyone has that, contact form, but where you can really book an appointment with a contact person or, what did you say, an unconnected consultation, do most companies offer that or is it more of a minority?

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: I don't have any figures on that, but in general, a normal contact form is actually not even state of the art. I also know websites where there is no contact form. So that's actually more the the lowest rule, so the miles have a contact number or an e-mail and now contact this area, which is already being done by now, depending on how this website has been set up. Then there are others, such as Calendly, to name one, where you can book an appointment. But you can also do mini-funnels or quizzes. Quizzes, is that the right plural? So, where you are, so to speak, led through to your application, where, of course, your contact details are also asked at some point. But also, man, I'm interested in this product, that's my challenge. So, where you fill out different quiz pages and then get a little more playful to your application. So, there are different possibilities. Okay. distributed from BIS. In the end, this is of course also a question, so the contact form itself is of course also an important point. If I only have to solve 15 captures, it's just not so good when I want to get to a request. Again, you just go straight on when it's a shop, just to a payment page. But there are just different possibilities. We can first of all say that it is important that you have a possibility from your website to contact you, your company, and that should be made very easy for the visitor. Yes, with a CTA on a landing page. Yes, exactly.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: I think so too. So it doesn't matter whether I do it in a professional context or privately. I think it's always cool when it's made easy for you to get in touch with someone. You don't have to go to printing first, then look for the central number and then try to make a phone call, but you have a request, you have a problem, then book an appointment here now and then you have a half an hour time slot with someone a day later. Exactly. What else does a good landing page have?

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: The most important point actually starts at the top. The stage is at the top. it depends on how it is, every website is different. Ideally, when I come to a landing page, it should be clear at the top what this site wants. Then the offer should be explained and presented. You can say that's logical. Also there is massive optimization potential. Examples are, the headline is the central topic, which should ideally, if you can, name a product advantage. So what do I get from it, why am I here? For example, don't say, man, here I have, I don't know, We are an innovative company and make innovative products, which is also an essential part of Floskeln, I'll get to that in a moment, but that you can reduce costs by 70 percent. Or here you will become a little more advertising-oriented, that you will be made curious in the headline, which should of course be at the top. Then ideally the product should, when it comes to a product, You can also see the advantages of bullet points. All of this in the upper section, so that you scroll down as little as possible through the website. Also here, as I said, it can go from A to B in terms of design, just as a general guiding principle, that you have a concrete statement at the top that makes the customer or the visitor curious about your offer and, if that works, works out the USP. I was just talking about the topic of flasks. You can check it yourself if you have websites with terms like innovative, high-quality, customer-oriented. We are digital or we are cloud, solution-oriented. All those... All those hype topics, right? Where you think, these are our products, but if I say, which product do I describe with innovative, high-quality, customer-oriented? Probably all of them, because no one writes that we are not. And you have no idea, what I just said in connection with the headline, what this is all about. Even if we optimize websites and design landing pages, then there is a list of terms that we always write out first. Really? Like a blacklist or something like that? Yes, exactly. These are just a few terms. Of course, there are a lot more, but these are the classics. We are an innovative company, we make high-quality products in the XY application area.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: But who is responsible for the content? You are in the middle position, right? KMU. Now you have the blacklist with sorted values. They somehow got on the homepage or on the landing page. Who does that? Is that a manager himself who does that? 25 years ago I set up my Windows PC. I can do that myself? Or are there actually agencies behind it that somehow say, no, no, we have to place the innovative, high-quality topics here, which are then so old-school, but how does it work? Different.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: So there are also those where the business leader participates in the marketing, where the contact person is marketing. I don't know if he has set up a Windows computer or at least he has a website. Individual entrepreneurs have also had a website made at some point. There are also some who don't have it yet. That has also come under me. And only now this Google is somehow important. We have already talked about SEO. That's another topic. Yes, it is totally different if you create a website. You also have marketing people and then the question is who is responsible for the content. In other words, the fewest companies have someone who is determined to deal with SEO. So either someone who takes care of a website, but that's mostly a technical component. And here, too, there is a lot of this and that. Depending on where I am, if I ask for a website from a web agency or a web designer, then he usually says to me, I'll make the website nice for you, so that you can rock through here without Windows 95 knowledge, but you deliver the texts to me.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: And then he sits there on Sunday with coffee and cake and says, innovative is great, it worked.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Or the nephew writes something down. There are also the marketing departments that exist. which then provide corresponding texts. But also here, where is your core area? Depending on what I meant, someone who is determined with landing page design or UX design. the user experience, the abbreviation, so exactly how such a thing has to be structured. These people come up with ideas. You usually don't have them as a single position in your company, especially not in the middle position. There you have someone who usually does marketing for different topics, from trade fairs, websites, social media, so for all these disciplines, which, as we have already diagnosed here, have different skills and requirements because they all change completely. That's how it is set up in the middle class, very heterogeneous. You can't say that's just the manager, but it's rare that you have someone who is the CEO expert. or the web designer, who takes care of the website in the company, if he even sits in the company, depending on the size of the company, but who then says, I take care of the technical maintenance and for the content, like for the mood, you are responsible for that, like for the content. The colleague from the south, yes. How did we get there? Exactly, Blacklist, Floskeln is just such a point, generally not good for a website, The one I just mentioned, what product is hidden behind it, that can be anything from football to software solutions. That's why it would actually be the first time about what is really the benefit that a product, solution, service, has for the customer. And the one that should be as clear as possible at the top, so at the top is the stage, the entry, should be as clear as possible. That would be the first element we talked about, which is a very important point. It sounds very trivial, but as you probably already know, it's not that simple. What are these USPs? Have you ever thought about it? Or are we not, I don't know, we are the landscape gardener and he does X and Y. Then you are totally comparable. You can of course still score through your locality. If you are a software provider, you should at least differentiate your ERP software in one point. And whether it is customer-oriented, which is also a word, but then also explain. We are totally customer-oriented, it may well be that this is your USP. But I wouldn't call it customer-oriented, but I would elaborate on what that means. One customer we had, it was exactly like that, but he's totally, I don't know, he's from the inside, he's totally, we have a conversation, how do you get to him, we try to understand the product, the offer, the company. And he describes, for him it is very important, not that he does it like everyone else, but that he goes completely on advice. I want to advise the customers, I show them things from the project so that they are taken care of individually. And that's how you get a nice story in here, because it's actually a USP at first, which is also very credible, because it's not totally like, man, I'll just finish the wall here for 50 euros, but just goes completely for such a very high-quality consultation. And then you realize in the conversation that this is also very important to him. And he can't say, man, I would like to apply like craftsman X with the same product, but actually bring out exactly that, because that's what he likes. that you can tell an abstract example, what I mean by customer-oriented loading. We already talked about this in a previous episode. You should definitely check it out, because it's your area. You have to have trust in the company, in the product, in the brand. Of course, the best thing is the good old customer testimonials.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: I don't know, maybe I'm too superficial, but if I'm dealing with something as an end customer, I'm a customer and I see something, I don't know, I'm browsing Amazon or something, and then I say, I'll take a look at the homepage. If I find the shit, I wouldn't buy it. Because I don't trust it. Because I think, if your appearance looks like this... Dude, then they won't even look deep into the product.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Is that right or is that superficial? No, exactly. That's exactly the point you said. I need trust in the brand. Yes, exactly.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: I don't trust the brand at the moment if it's not cool. Yes, and that's 100% part of it.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: What does your website look like? If the website looks full of errors and looks like Amodatsu and I want to sell you a high-class product, I have a problem. As a company, I have problems that I'm not aware of. You don't even realize that you didn't submit this request. Exactly. Then you think, web doesn't work for me. I continue to rely on my network, especially in the middle class. A central issue to gain new customers. And yes, what you say, I sign 100 percent, again. But... Of course, design and construction are all factors that come into play. I wanted to ask about the perfect landing page, which should definitely come out, from my point of view, are customer testimonials. Amazon is also a good example. Where do you surf when you see a gadget? More to the bottom, what did the other customers say? And then you can look again, is that very credible what they said or are they just bought? Different topic, but ... Yes, yes, but at least an orientation, right? Exactly, that's why we always recommend, every company, get an active Google rating. Arztpraxen.de gives you a small hack where you put up a business card on the front of the counter where you ask the people who visit you explicitly. Please rate us on Google if you liked it, because most people don't. And if you're just unsatisfied with the thing and you're on the road, the A pulls down.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: But that's a German thing again, isn't it? You make an effort to write when something is shit. That means, no, I'll never go back to the doctor, I had to wait too long. The people who liked it, who are satisfied with the service and the product, they don't have to do anything. That's a shame. But I agree with that. If I'm totally satisfied with something, restaurant, hotel, then I always tell Tina, my wife, I'm going to finish a rating. That was so great. Of course, guess who doesn't finish the rating.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Yeah, but then you're always totally... Exactly, what you're saying, that's just normal. Man, then I'm like, oh, then I don't want to be, you just want to complain. I don't even know if that's a German phenomenon. I would say, that's the internet. I just go on Twitter and do my discontent.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: No, you have to take a look, you have to take a look, if you are traveling on foreign sites or, I say, a hotel in France. There are also a lot of ratings, then fully in French. And English people and everything else. And then you have to look where the negative ratings come from. That's crazy. YouTube videos, I don't know. 95% like it and then there are a few comments. I think it's crazy. I don't know.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: The good mentality, maybe.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Yes, exactly.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Yes, but let's go back to this. Ask for reviews from Google actively and also put them on your page, even if it's a logo. If you have customers who show you projects. That's what it's all about in our second section, to build trust in you and your product. We were totally satisfied with the collaboration. Again, you can upload the flasks. It was totally innovative. What do I mean? No one has had such a solution before. That's why this is definitely a must-have for a landing page, that you definitely have customer experience on it. As video text, you can easily get text out of Google and pack it on top of it. Logos of customers and companies that you take care of.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Do you have to get consent if you use customer logos or is that automatism? No, I would always recommend doing that. Usually part of the

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: From the closing conversation. Exactly, from the offer. Exactly, from the offer. I think that's how you do it too, that you actively ask for references. There's this wonderful interface again, because I'm now monologuing on a website like this, exactly the content, how they are created. As you already mentioned, we talk to the managing director, who usually does the sales, depending on the size of the company. It is very important to include sales again. He actively asks for ratings, what kind of customers are there. And that would be my third point, You should have these three things. First of all, make the offer pretty clear. Second, customer testimonials to build trust. And third, in my opinion, also all questions that such a customer has for the offer on the landing page, for example in a FAQ. Or to deal with it, as we learned, before the transition. Before the transition, you have to ask your wife, maybe I don't need an FAQ now, but you know what I mean. I don't know, it's nothing for me. What does it cost? Also very important, how is the cooperation going? These are questions that every year, no matter what you sell. What does it cost and how does it work? How does it go on? You can show and explain that on a landing page.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: I thought that was pretty cool, because it's the other way around. I had to buy a software and they had two different license models. One basic and one premium. And I felt like I was with premium. But then it said in the FAQs, when is premium something for you? That's standard. But it also said, when is premium nothing for you? Premium is nothing for you, if you do this and that and that and that, then basic is enough for you. And I thought that was so cool, because it was honest. And that I found this question, showed me that I found it honest and that I stayed in Basic. But not like, when do you need it, but when is it nothing for you? When can't I help you? That was pretty cool. That really impressed me.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Yes, that's also a good point. One question I would like to ask is, what does it cost? It's a question that always comes up. At some point, because at some point money is supposed to flow. There are always these possibilities, as you just said, that's why I'm coming to it now. These three packages, for example, here, basis, premium, elite, or enterprise usually, or up, x, y, euro, or square meter price, depending. How would you see this from a sales point of view? But you said price, if you call the price, you said it in one of your last episodes.

Christoph Kuboth:

Christoph Kuboth:

Intro:

Intro: Kielce, Kielce, the conversation.

Intro:

Intro:

Christoph Kuboth:

Christoph Kuboth: Kielce, the sales conversation. So would you already give an orientation on the side? Because for me it's actually such a point where you also say, yes, even with my services, it's totally variable. Depending on what you need, that's not the case. Secondly, the competition is also looking at it. Is it really a discussion or a question, how would you see it? Name a price, name a price range or much later?

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Much later, especially in the service environment. I would do it later, because if it is very individual, like now with you, where you are full, you offer. How do you want to get a valid price on the side you can offer a price range but also there in doubt it's a bit scary because it's too expensive or too cheap there it is unserious if you have a standard product like a car, yes of course you know yourself you can configure your online car then of course you also need the prices but then you already have. at least a concrete idea. I don't want to talk about demand yet, but you don't configure a car for yourself on a Sunday, but you say, hey, I need a new one in the next 12, 18 months. I'll see where we are in terms of price. That's standard, but as far as service performance is concerned, I would say, no, there's nothing to look for on the homepage.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Yes, okay, cool. So I would do the same as you just described. It's nice that you see it similarly.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Yeah, I saw a video the other day. I also said that you kill sales talks if the price comes too early. That was another coach, but he also confirmed it. How do you want to say, dear customer, my solution costs you x euros if you don't even know where the problem is with the customer? And in the best case, you don't only have one tool, but a tool box. You first have to know for yourself, which tool from my tool box do I need for this repair here at the customer. You can of course say, I have a tool box, there is a hammer in it, which costs me 10,000 euros, but if I have to get a thick Motec out of it, that's 30,000. I don't know. As a customer, you can't even grasp that. So ask questions, grab information and then leave an individual offer. And individually you won't lose anything on the homepage.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Okay, wonderful. Look, then we would have also clarified that. Yes, that would actually be the three points. Three points, one per ten minutes here in our episode length.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: I have one more thing that I think is cool as a distributor. Not at all content from the landing page, but a technical thing, that you have an interface with some re-located CRM or ERP system. You know, as a salesman, early in the morning, late in the evening, through templates. If the information that the customer leaves behind, whether he books an appointment online, an event with you, a webinar or something else, that this is already noticed and you have the opportunity to send more or less automated follow-ups from the CRM. I always find that very important, because if you then start to organize yourself in Outlook or Excel, yes, good night Marie, that goes back to your pants, especially if you want to be serious.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Yes, as I said, there are other supporting systems that you also have to have on board, and companies also get them from the company. We can also talk about HubSpot and such things, so this whole CRM mechanics, where you can even run your websites on it, where it all actually comes out of one piece and in the end the opportunity, so to speak, snaps out of you. Yes, it's nice, as I said, we go back to the beginning. For many it's like this, here is the e-mail address and you get an answer or not. No one looks into the post office. Yes, okay. Yes, then that was a short tour of the topic, the perfect landing page. I hope it helped you a little bit. In conclusion, the topic of websites. As I said at the beginning, there is an interface, especially a landing page, between sales. That's where the leads should come from. What I just said can of course also be a participant in an event, or, or, or. But the main point is, For me, to always have a sales part in there, to know exactly what is the pain that the product causes, what is the USB, what are the customers who have had experience there, what are the points that were totally important. And also these questions about the offer, whether it is a turnaround or a functional run-off, are essential points for me, where the sales important input. How is that with you? You also have a website or in general with you. Did you always take it with you? I don't really care what the website looks like or yes, a good point now, if you think about it. Man, I would even have to actively ask what did you think? Why does it say innovative on the page?

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: I have to check that with the innovative. I wasn't aware of this blacklist of words until now. I'll do that later. Otherwise, we are often asked, guys, what do you need? Do you miss something? Can we remodel there? What do you think of the idea? We are very, very strongly committed to that. I think that's pretty good. It's always a matter of what is technically possible from what the distributor wants. Then it means, no, we can't, we have to switch to something else, that's not possible right now. That's a different story, but at least we are involved in the content and themes that are played there.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: Yes, very nice. So that would actually be my plea to do that again.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: So, now we are already over the actually targeted ... Another example of why sales and marketing should keep their hands on the flower meadow. Right.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: In a white summer dress. You have to prepare the flips for the Superbowl now.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Yes, exactly.

Christian Pudzich:

Christian Pudzich:

Christoph Kuboth:

Christoph Kuboth: We definitely have to take the photo. Yes, we'll do that in a minute. Then I'll keep my fingers crossed for your 49ers on Sunday. We'll talk about it again next week, also with you and other topics, whatever that will be. Maybe the Super Bowl. In that sense, take care.

Christoph Kuboth:

Christoph Kuboth:

Christian Pudzich:

Christian Pudzich: Greetings, your Taylor Swift. Bye.

Christian Pudzich:

Christian Pudzich:

Intro:

Intro: That was Verkaufsgespräche, the podcast where marketing meets sales. A production of Content in Motion. Subscribe now and don't miss an episode.

Intro:

Intro: