This question is similar to the question, “What is the strategy behind your landing page?”
What follows are a few strategies for building landing pages.
- First, a simple definition. Think of your landing page as an airstrip, not the full airport. We land airplanes on airstrips. There is no port without a landing.
Your landing page is not your website. If you don’t have a website and don’t need one, a collection of landing pages will work just fine. It is simple, quick and inexpensive to develop landing pages. If you need help, let’s talk about where you are now.
- Use landing pages to track customers. Every landing page should be written for a specific audience. Use the link for the page in all social media and printed materials. You gain two quick advantages: targeted writing to a unique audience and tracking for each media choice. There are deeper reasons why I suggest targeted landing pages, but it’s better to speak with you about this strategy.
- Use a landing page to tell a story. Capture the truth learned from experiences. Create wonder as you share a story of how you won a hard-fought victory. Look within yourself as you stir up the caring gene in others. As you develop content, ask the question, “How do I make them care?” Inspire them.
- Develop a landing page for your strongest benefit. If your product or service is cooler, quicker or better in some way, write about it. Use testimonials, pictures, and before/after stories on your landing page. In marketing language, this is called “benefit segmentation.” I love the phrase, “What this means to you…”
Tell your audience how your product will improve life.
- If you have multiple products, develop a landing page for each product or service you have available. (Product Segmentation) Every product has unique benefits and target users. There is no reason to create a “one-page-fits-all” conglomeration of pages. Well, it’s OK for WalMart.
A landing page is an affordable, targeted, branded web page designed to distribute high-level communication to a specific target.
Land your planes.
P.S. Do you have a landing page that you would like me to review? No strings attached. Just honest, written feedback.