Burn Everything That Stands in Your Audience's Way
- gauge people's receptiveness to new products or services,
- test the performance of offline or PPC campaigns, and
- grow your newsletter list.
In other words, landing pages can have a valuable economic impact on your business.
But people may resist building true landing pages.
That's because landing pages are weird.
Landing pages don’t have any navigation links to other pages on your site, and people can’t find them through any navigation links on your site. They’re islands meant to guide the behavior of people who come from other places — like a brochure or flyer. They're meant to give people who have somehow encountered or heard of your company out in the world a chance to take a single next step.
There is only one thing for a visitor to do on a landing page.
They won't give the visitor your entire company history or hit them up for a donation. They require relatively little attention and effort from the visitor. That's a crucial part of why they can be so effective at converting visitors.
When creating landing pages for clients, there usually comes a point when someone on the client's team will suggest adding more to the landing pages.
"Let's add social media icons."
"Let's put the navigation at the top so they can browse all our great content."
The idea of presenting a website visitor with a yes/no proposition can be scary, but we have to resist the urge to water down the landing page. It's tempting to "give people choices", but people have enough choices in their lives already.
Give them a single task on your landing page. Carve out an unmistakable path for your landing page visitors like Sherman to the sea.