A landing page is the first page a visitor arrives at on
your site after inputting a specific address or clicking a
link in an email or at another site. At one time, the home
page was the primary landing page for many online
marketers. But as marketing on the internet has developed,
landing pages designed specifically to have a visitor take
a specific action, have become more popular.
Seth Godin, well known marketing expert, states that a web
page can cause a visitor to take one of only five actions:
1. Click and go to a different page
2. Make a purchase
3. Give permission for follow-up
4. Tell a friend
5. Learn something that may prompt the visitor to provide
feedback
Squeeze page is the term frequently used to describe a
landing page designed to capture a name and email address.
On a traditional squeeze page, if you don't take the action
the web site owner wants you to take, you have no other
option than to close the page.
In the past, more technically oriented visitors could check
source code and figure out how to get around the squeeze
page and find the pages behind it. As a result, many web
site owners now encrypt the page so that there is no back
door to sneak through.
A squeeze page that allows the visitor to go to another
page without taking the action the web site owner wants
them to take is called a sissy page. I'm not sure how this
phrase came to represent this action. Merriam-Webster
defines "sissy" as a timid or cowardly person. So I guess
someone thinks you're afraid to not let a visitor find out
what you have to offer!
The intent of my landing page is to get my visitors to
request the special report. But if they decide they don't
want to, or they have already ordered the report, there is
a big red button near the bottom of the page that says
"Enter Site". Guess that makes me a big sissy!
More online marketers are using landing pages to narrowly
focus on their target audience and to prequalify their
prospects. Landing pages are ideal for product or service
launches because you only need to convey one message -
there are no other distractions like there can be on other
types of web pages.
From a marketer's standpoint landing pages are a good time
and budget investment. That's because since you know this
is the first page a visitor will see, you can confidently
spend your time, energy and money on developing the page
into one where the visitor will take the action you want.
This includes researching keywords, creating an attention
grabbing headline and including graphics that support what
you want your visitor to do.
Single page web sites will continue to be popular as long
as visitors continue to take the action their creators want.
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Nancy D Waring, Internet Communication Strategist and owner
of OnPoint Communication Solutions, assists coaches and
other service professionals who are not internet experts
more effectively manage their online marketing so they can
spend more time on their business. For more information
about solutions to expand your business using the web, pick
up her special report at
http://www.onpointcommunicationsolutions.com
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