A landing page is any page on your website to which you send visitors in order to encourage a certain action. Visitors find your landing pages via links you provide directly to those pages. Examples of landing pages include:
- The registration page for an event
- The subscription page for your newsletter or blog
- The product page for a downloadable e-book
- A services page intended for a specific audience
Dr. Flint McGlaughlin of the Marketing Experiments research and education team says there are three short questions that every landing page on a website should answer:
- Where am I?
- What is your offer?
- Why should I participate?
Do your landing pages answer those questions? Would your visitors agree? Here’s a quick way to find out:
1. Find 5 friends willing to give you 5 minutes each, in person or by phone (if by phone, they need to be have a web browser open in front of them while they talk to you). These need to be friends who are willing to speak their mind honestly with you.
2. Load a landing page from your site. Ideally, it should be a page to which you regularly send visitors or use as a page to promote a service or product.
3. Ask your friend each question, one at at time, jotting down their answers, which you aren’t interrupting.
4. After you’ve done all 5, look at the collective responses. Are those the responses you’re aiming for?
If yes, stand up, do a little happy dance around your office. If not, then you have some work to do and know, from your friends’ responses, where to start.