Is this where I’m supposed to sit? (image source)
Imagine that you’re going to party. It’s being thrown by someone you know from work, so you figure that you’ll make an
appearance and then head back home. Unfortunately, you seem to have gotten the wrong information and when you knock on the door, you’re about 30 minutes early.
Your co-worker says, “Oh! You’re early. Well, I’m just finishing up something, so come on in and make yourself at home.” She then runs off into a bedroom, leaving you just outside the doorway with chips and dip in hand. What are you going to do?
Probably not much. Do you take off your shoes? Where should you go? Even though she suggested that you make yourself comfortable, the most you might do is awkwardly poke your head around a couple corners until she returns.
You knock on the door. Your coworker answers, “Oh! You’re early. That’s okay.” She takes you by the hand and leads you to the kitchen. “You can put your stuff down here. I just finished the last batch of cookies, so please try one and take a seat on the couch! I’ll be back in just a minute.”
Which situation feels more comfortable to you?
If you’re anything like me, you’d rather be in the second situation. Why? Because you were given a direct path to follow.
This situation is very similar to how a visitor feels on your homepage versus a dedicated landing page.
Your Home Page
A website can be inviting and welcoming to visitors, but there are so many options. Imagine someone is searching for a brand new pair of noise cancelling headphones on Google. They click on an ad and are brought to the front page of Bose’s website.
While they will probably have the perfect pair of headphones, the user is going to be disoriented and frustrated. They might even leave the site. This is not what you want!
Your Landing Page
Why do you need a landing page? Landing pages are dedicated to solely one purpose. The same person clicks on a different ad for headphones and is brought to a page describing one pair.
The page has product shots, specs, reviews and everything that they need to know on one page, with a button that says “Experience Sound in a New Way.”
The person looking to buy headphones is a lot more likely to become a customer. That is why you need a landing page: for targeted and effective marketing.
This is an excerpt of one of our latest projects: “The 5 Essentials for building Landing Pages That Convert”
Interested in reading the entire eBook? Click below to get your copy.
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