Digital Marketing

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Four Critical Landing Page Elements 

Apply this 4 step guide to your website pages to make HUGE overnight changes in conversion rates.

1. Industry Identification

The page your traffic lands on needs to immediately show an image or headline confirming they are in the right place. If your traffic came in for hearing health, then there needs to be a picture or headline text on the landing page that alludes to either hearing or is age-specific to your demographics. This all needs to be visible without scrolling down the page.

2.  Category Identification

Next the visitor will need to see evidence of the exact category of what you are selling. If you are selling hearing aids and services then you MUST show either a device or a person being fitted. No pictures of mountain landscapes or forest scenes. With this second step the visitor now understands that you are offering exactly what they need.

3. Credibility

All visitors look for evidence of credibility. These could be manufacturer logos, confident sounding marketing statements, client testimonials or special awards or badges. Research shows that visitors will make decisions about bouncing or not in milliseconds after arriving. These are called peripheral marketing signals and help the visitor make an unconscious decision to stay or go.

4. Next Steps

You MUST have a goal for your visitors and it must be clearly identified on the home page. The goal you have chosen for your visitors needs to match very closely to the goal they have for themselves. I break this into long term needs and “today” needs. The long-term need is answered by your imagery and headlines.  Once they realize you have what they want, they now have a new goal which I call a  “today” need. This is the thing they want right now and it is usually something like pricing or other information.

 Landing Page Explained

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Dr. Schaefer and his team at Motiliti have worked in the Google platform on behalf of clients since 2002. His research in the neuroscience behind behavior allows him to take a deep approach to data analysis. Dr. Schaefer can quickly get the heart of a breakdown in digital marketing results and years of designing research at The University of Texas fuels his constant testing and out-of-the-box thinking.