The Most Expensive Real Estate On Your Website

If you take two identical homes and place one on a waterfront property and one inland, the home on the waterfront, nationally, will be worth more than twice the value of the other one. The homes are the same. The only difference is the location; yet, the price difference is great.

In the same way, all parts of your website are not equal in value.

The most "expensive" and important part of your website is the landing page. This is that part of your website that people land on after searching for somewhere to spend their money.

“…the home on the waterfront, nationally, will be worth more than twice the value of the other one.”

The landing page is where consumers give your business a three to five second chance to influence them with pictures and words.

“The most "expensive" and important part of your website is the landing page.”

Three to five seconds. You see, consumers don't buy the best products and services, they buy the products and services that are communicated the quickest.

That makes your landing page the absolute most expensive and important part of your website. There is a reason why the bottom of that same page is called the "junk-drawer."

“…consumers don't buy the best products and services, they buy the products and services that are communicated the quickest.”

Knowing this, successful businesses don't put pictures of their founder, their president, their staff or even a picture of their building on their landing page. Businesses that outperform the rest make sure their landing page clearly speaks to the internal and external problem their organization solves. Consumers arrive at a landing page based on an external need. But, they make marketing decisions based on their internal need.

“…successful businesses don't put pictures of their founder, their president, their staff or even a picture of their building on their landing page.”

Organizations that outperform their competitors clearly understand the external and internal need of the consumer and leverage the power of their most expensive piece of web site real estate: The Landing Page!