Andrew Miller, co-founder of Workshop Digital, transformed a one-off experiment with landing pages into one of his agency's most profitable service offerings. In this presentation, he'll teach you the do's and don'ts of selling landing pages and how you can use them to help your clients overcome the "conversion plateau" WITHOUT spending money on more traffic. This Slideshare presentation is adapted from Andrew's Unwebinar, How to Win Business & Boost Client ROI With Landing Pages: http://unbounce.com/win-business-with-landing-pages/

1. Andrew Miller
The Why & How of
Selling Landing Pages for
Digital Agencies
A Slideshare presentation based on Andrew’s Unwebinar,
How to Win Business & Boost Client ROI with Landing Pages

2. I’m Andrew Miller.
I’m the founder of Workshop Digital,
a digital agency in Richmond, Virginia.
Just a few of our clients:

3. Our team is 22 people
strong. But it used to
be 1 person strong.

4. (that person was me)
such strong
much power

5. Five years ago, while I was alone at Workshop
Digital, I realized the world of pay-per-click marketing
was drastically changing.
I called this change ...

6. PPC’S
INTRACTABLE
PROBLEM
in·trac·ta·ble
adjective
hard to control or deal with.

7. (it’s actually four problems)

8. 01 Increasing Complexity
Layered targeting options, granular
bidding strategies, and default
campaign settings favor more
experienced PPC campaign managers.

9. 02Rising Cost-Per-Click
Google and Bing say that cost-per-click
is falling across the board.
That might be technically true, but …

10. As more advertisers pour into AdWords
& Bing, we’re seeing cost-per-click
increase as competition for top
positions increases.
------

11. This becomes unsustainable when you’
re forced to pay $X per click but you
only make $X per acquisition.

12. 03Automation & Scale
There are now many advanced PPC
management platforms that help
advertisers scale campaigns and
automate mundane daily tasks.

13. Sounds great, right?

14. Except most PPC marketers don’t
have the volume of data necessary
to leverage the full power of these
services.
They don’t do much to help smaller
advertisers that are competing for
clicks against larger rivals.

15. 04Savvy Competition
Enterprise-level corporations and lead
aggregators are getting smarter with
their campaign strategies to focus on
individual geographies.

16. We’re no longer just competing with the
guy across town.
We’re competing against large brands
with big budgets and automated teams.

17. All of this means that optimizing your
PPC campaigns alone can only take you
so far in terms of conversion rate or
cost-per-acquisition goals.

18. You’ll inevitably hit the
“conversion plateau”.

19. So that’s PPC’s intractable
problem.
What’s the solution?

20. I realized we could be the best
in the world at pay-per-click ...

21. But if we can’t convert more visitors to
customers, we’re fighting a losing battle
for our clients.

22. By designing a landing page experience that’s
catered to each PPC campaign, I increased
conversions without increasing traffic.

23. First obstacle: I’m a
numbers guy. I suck at
design.

24. This was the first page I
cobbled together in Unbounce,
using a built-in template, assets
from the client’s existing site,
and a boring stock photo. It
won’t win any design awards.
reminder: this is from 2011 →

25. Within one month, conversions
were 66% higher than what
they were getting on their site.
A very happy client, and a very
exciting moment for Workshop
Digital.

26. You can optimize for
conversions, too.
But your clients have to be on
board. And they often aren’t:

27. “I don’t have a conversion
problem. I have a traffic
problem.”

28. Clients often think that increasing
traffic will lead to increased leads
and revenue.
That isn’t necessarily untrue.

29. But more traffic costs
more money.

30. Converting more of your existing
traffic, on the other hand, is free.
And it’s easy to show a client just
how big the gains could be with …

31. THE COST-PER-LEAD
CALCULATOR
bit.ly/cplcalculator
This calculator makes it easy for clients to understand the value of conversion rate optimization.

32. The Landing Page
Workflow for Agencies
Spoiler: It’s a lot like web design.

33. Analysts and designer review client input, campaign
objectives, and competitive analysis to develop
testing strategies.
Planning
Wireframe
Design / Coding
Launch!
Designer and analyst collaborate on
page layout and CTA placement.
Designer builds page template(s)
in Unbounce for client review.
Analyst hooks up integrations and analytics on each
landing page, creates test variants, launches, and
takes over A/B testing implementation.
Landing Page Workflow

34. Getting client sign-off during the wireframe
phase can prevent a lot of subjective back-and-
forth later.
CTA
The wireframe explains what the
page says, where each element
will go, and how it functions.
Headline 1
Benefits Headline

35. The design merely fulfills the wireframe’s promise.
Landing pages may not jive with your client’s existing website and branding, so
explain up-front that design experimentation is required to achieve their goals.

36. The Value of Selling
Landing Page Services

37. We haven’t found many use cases
where landing pages don’t help.
They’re a natural extension of PPC
services and let us position ourselves
as a longer-term, strategic partner.

38. Recurring Revenue
A predictable source of income
from a stable client base.
Universal Applications
We’ve used LP’s to sell concert tickets, private
school admissions, cars, houses, SaaS
products, and more.
Client Retention
Happy clients stay longer and refer more
work through word of mouth, testimonials,
and case studies.
Unlimited Potential
Nobody converts 100% of visitors,
but we can try!
(Nearly)

39. A monthly fee-based pricing model is
as good for our clients as it is for us.
Our revenue stream is more predictable,
and so is the output of work that our
client expects.

40. Recurring Revenue
Predictable Workload
Longer-Term Planning
Value-Based Pricing
Inconsistent Revenue
Unpredictable Demand
Scales Well
Hard To Differentiate From Web Design
Monthly Fee vs. Hourly Rate

41. It’s crucial to communicate the
value of a a long-term, 6-to-
12-month plan.
Not a 6-to-12-hour project.

42. My experiment with Unbounce landing pages helped kick off the
cycle of growth that brought our team from 1 to 22.

43. Landing Page Resources for Agencies
Sales Asset Deck
Download PDF Download PDF
● Powerpoint
● Keynote
● Google Slides

44. www.WorkshopDigital.com/unbounce-partner
Trusted by some of the country’s leading brands.
Customized, measurable
PPC, SEO & CRO
strategies for exceptional brands
(and like-minded partners).

45. visit unbounce.com/agencies to learn more
Use Unbounce landing pages to drive better results for your clients.
And make them happier.
And keep them around longer.
And offer a profitable new service.
And make your agency more efficient.
And make more money.