Landing pages are single web pages focused on getting one particular result–prompting visitors to opt-in to your email list or persuading them to buy the product or service featured on that page.
Pages the come up before visitors can get to your website or some promised resource (like a free report) are also called “squeeze” pages. Landing pages that focus on getting visitors to buy a single product or service are often just called “sales” pages.
Either way, the singular focus is what makes them MUCH more effective than a traditional website. Website visitors are easily distracted–the more links and articles they see to click on, the more they’ll wander away from what you want them to do. And it’s highly unlikely they’ll make it back before something else lures them away from your website entirely.
That’s why there’s usually no other navigation options on a landing page. (Although you will increasingly see a “No thanks, take me directly to the website” link under the opt-in link for squeeze pages. You certainly don’t want people to have to opt-in every single time they want to view your website!)
That’s also why you never want to send online traffic directly to your website home page–there’s too much for them to choose from. Instead, decide the one thing you want them to do and set up a landing page for it. Once they do that, the landing page can redirect them to your home page or any other page you want.
Get More Sales and Opt-Ins from Your Landing Pages with These 7 Articles
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Need help with your landing page copy?
If you already have copy and want to know how to improve it so it pulls in more sales and clients, then check out my Sales Copy Investigation copywriting review service.
If you need copy for your landing page or website then email me at appt@compellingcomm.com and we’ll set up a free 20 minute consultation to talk about your copywriting needs.
