Life is Like a Conversion Page

With all due respect to Forrest Gump and his dear mother, I don’t know that I’ve ever bought into the idea that life is like a box of chocolates. Everyone likes to trot out the classic “You never know what you’re going to get” line, but I don’t find that to be true, to be honest with you. Heck, I can’t even remember the last time I bought or received a box of chocolates. In this day and age, people invest in sure things. When they're handing over their hard-earned cash – for whatever reason – they want to know exactly what they’re getting. With the state of the economy what it is and with the most recent recession not as far back as it might appear now in the rearview mirror, asking people to gamble on an uncertain future is much easier said than done. So what does this have to do with conversion pages? Patience, young Skywalker. For the uninitiated, a conversion page is a landing page on a website. It is designed to promote a specific product, service or event, and serves three basic general purposes: to entice, inform and convert. The key to any conversion page? Identifying what it is that you have that people want. Conversion pages are about acknowledging that you have what consumers are looking for and then putting yourself in the perfect position to be that thing they’re looking for. It’s about finding people, establishing a connection and building a reciprocal relationship. It’s the marketing equivalent of online dating. You put up an ad on Google or Facebook showing what you have to offer – hoping that certain someone will see it – and when that special someone clicks, you’ve got a conversion page waiting for them, filled with all the right information. Completing that form or calling that phone number? That is when you know you’ve succeeded. That is when you know you’ve found someone. And that is what life is all about, am I right? The truth is, there are few sure things in life, as much as people might think otherwise. But as one of those millennials whose upbringing paralleled the fall of AOL and the rise of Google, I know of one: Somewhere out there on the World Wide Web, someone is searching for your product or service. Why not have a conversion page waiting for them?