One Vs Multiple Page Site For Building Quality Email List?

by Ghoro
4 replies
After doing a lot of reading, I'm sold on the idea of trying to deliver valuable content to my email lists to build trust and authority, before ever trying to sell them on anything. As well as trying to aim for high quality and a well targeted list, over just a huge list. However how my site should be setup, when the traffic comes from PPC(Bing or AdWords), as well as other paid ads to get that quality and targeted list I'm a bit unsure of, mainly should it be one vs multiple pages.

I have read that having the paid ad lead to a landing page with multiple links and pages for the visitor to click on is bad because it gives the user to many things to do and time to eventually leave without ever signing up for your mailing list. Which of course makes sense, but is it a case where you're only further weeding out those that weren't really interested and strengthening the trust of those that are? Or is there a point where even those that could be turned into a sale down the line will get distracted by browsing your website? But at the same time how and when would you build trust on a one page site?

For example say someone searches for "how to tie your shoes" and they click on your ad, with a multiple page site, it makes sense that they are sent to an article explaining how best to tie your shoes, but for a one page site would you really have just one full article explaining how to tie your shoes? I feel like for a one page site, it only makes sense to have a squeeze page telling them why they should give their email for a free ebook that will explain to them how to do it. Which at that point you didn't build any trust before getting their email, but of course can try and build that trust later by sending quality emails.

I'm thinking for a multiple page site it would not be huge, just maybe five or so pages related to the topic, with an opt in form on all pages to gain my free give away.

Mainly, while a paid ad to a one page site that only has a free give away is more likely to have low quality opt ins, the idea of paying to have a paid ad send them to what's basically just a normal blog/article site seems weird and a bit off to me. Of course if my traffic was coming from SEO, which I don't plan to even deal with that as of now, then the best thing would be a multiple page site and would need to be far more than just five pages.

I know there can be a lot of factors that determine which may work the best, such as the niche and the best way for me to find out is to split test and I plan to do that, but I would still like to hear from other people with much more experience on the matter as well.

#building #email #email list #list #multiple #page #paid ads #ppc #quality #site
  • Profile picture of the author Ben Holmes
    Authority sites... websites with hundreds of pages - is the way to go.

    You don't know that the customer wants to tie his shoes.

    Maybe he wants to tie his moccasins...

    Or maybe he wants options so he doesn't have to tie his shoelaces anymore.

    Maybe he's just looking for shoelaces...

    Or doesn't know the right length of shoelace to buy...

    Unless your webpage is perfectly suited for what he's looking for, you're looking at a bounce.

    But on a large site, he's going to see these other posts - and of course you should have a popup on the site, as well as a sidebar optin form.

    Just my opinion...
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    • Profile picture of the author JohnMcCabe
      Building a quality list is like a chain with several links before and after the opt in page, and like a chain, all contribute to the cause.

      When paying for ads, there are several factors that will affect your choice of landing page. Among them are the traffic source, the ad creative (copy and images), the offer in the ad, etc. Once you know those, to the best of your ability, you can consider the landing page.

      If they're coming from a three line Adwords ad on a barely-related or even a MFA site, you may need more content to seal the deal. Since you're paying for the click, you want to structure your ad so it only appeals to your ideal prospect rather than every Tom, Dick and Harriet that might someday be interested but right now they just want that freebie.

      You can offer more content while keeping distractions to a minimum on your landing pages (and if you're paying for ads, you should have more than one). This is where design comes in. Minimal navigation, blended in unobtrusively, gives the person the perception of options while putting the emphasis where it belongs.

      Look at how restaurants like Olive Garden do it. They run their promotions to get you in the door, they seat you, and then to tempt you with a high-margin add on, they pour you a sip of whatever wine they're featuring that night.

      Your landing page can do the same thing. Show them the opt-in offer, then tempt them with just a taste of what's on the other side of that form. It's a variation that's definitely worth testing...
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      • Profile picture of the author Ghoro
        Thanks for the replies guys.
        So basically just a one page squeeze page is not the way to go. And to give the visitor a bit of content on the web site, but to make sure the opt-in offer is clearly displayed on every page, without feeling like it's being forced. That's what I was thinking as well, I just wasn't sure when it came to paid ads like Bing PPC.

        I was thinking already that I would have multiple different landing pages that targets exactly to what was in the ad. But instead of locking them out and just showing them the article related to the ad, I would basically just have all my articles/landing pages available if they wanted to read more, just depends what ad they clicked on as to which page they first get sent to. So if they clicked on an ad that said "Learn how to tie your shoes", they would be sent to a full article explaining how to do it as well as the opt-in offer on the side that will give them even more information on the topic, with other related articles on the site.

        Am I right as to what you were saying?

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  • Profile picture of the author Matthew Trujillo
    The number one thing you should be thinking is getting subscribers and building your email list from day one. This is best done through your landing page asking for email, however you can blog for traffic which leads them to call to action after your helpful tips. If people found your tips helpful they will surely want to see what more you have to offer. But if you are getting traffic and aren't building your list with it you are leaving money on the table, a lot of it.
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