Let’s Demonstrate a Landing Page Strategy

Lure visitors to your site by focusing on their specific interests

Smart web marketers use Landing Pages to attract narrowly targeted interest groups. While like a home page it is intended to be an entryway into a web site, a landing page does not have to and should not let the visitor know about all the good things that can be found on the web site.

On the contrary, a landing page should single-mindedly focus on the subject area that attracted the visitor. Whether it is an opt-in page, an informative content page, or a product/service page, a landing page MUST — within TWO SECONDS — let the visitor know she has found the content she was looking for, and then should carefully but compellingly lead the visitor to a mutually desired destination without any unnecessary distractions.

Getting the visitor to the act of opting in, or subscribing, or downloading the free brochure, or ordering a set of custom-designed corn-cob-butterers comes first. And it should happen all on the landing page with no side-trips suggested.

That means no mind-numbing nonsense about your mission and vision, your stellar safety record, your charitable works, or even all the other great products and services you have to offer — at least not until after the primary objective has been achieved.

Got it? Sell one thing, and sell it single-mindedly.

If you want to sell something else, design a different landing page.