Let's dish a little bit about landing pages. I've mentioned them here and there in previous posts, but darn it, it's time to give them the spotlight for once. After all, they're pretty super.
The idea behind a landing page is to elicit a specific action from your client. It might as well have a big red flashing button on it that screams CLICK HERE NOW! YES, WE MEAN YOU! (And some of them actually do, although most others are subtler.) Your home page and many other pages on your site are what we might call "open ended", very choose-your-own-adventure-esque. On a landing page, conversely, your visitor is encouraged to do one specific thing.
Like What?
For instance, maybe you're trying to collect contact info for your mailing list. A landing page can include a form for your visitors to fill out and a large enticing button for them to click when they have finished. You'd make the button enticing by having the copy on it read something like "Click here for your discount code!" or "Click here for a free trip to the zoo!"
Or, depending on how you set things up, perhaps you already have a separate page where the customer can fill in his contact info, and you could set up a landing page where the customer will end up (or y'know...land) after entering the information. If on the first page, you promised the visitor a coupon code, this would be the page where they get it. So now that they've arrived here, your goal is to get them to use it, pronto. On this landing page, then, you would set up a large button encouraging the visitor to "Shop Now," and clicking it would send the customer into your online catalog.
Basically, the reason for these pages is to get your customer away from other distractions and choices so you can just come right out and ask them for something. And if your writing on the page is compelling enough, they just might do it.
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