“Hello, I am a landing page. My job is to greet you when you click on ads, email links and social media posts. You can find me by scanning a QR code also.
You come to me because you want something. You have requested my presence on your screen by taking a very specific action, and you expect a very specific result. I will try not to let you down.
I want you to know you are in the right place and I have an answer for you. Your search has not been in vain.
I want you to trust me. I want you to know that others have been here and prospered because of me. I don’t fool myself. I maybe the first emissary of this website that you have seen, you are brought here by a promise and expecting that promise to be kept.
It is a weighty responsibility I have. I have seen you through the screen, wide-eyed and eager, but with the telltale signs of skepticism.
I am the butler, the maître d’. It is my job to bring you into the establishment and help you find your place. No, the home page is not equipped to perform this task any more than a pack mule is equipped to drive a race car.”
Visitors to your landing page are different from those visiting your home page.
Your landing page is the cover that sells the book, it the display of your business, it the welcome mat on your home doorstep, its your receptionist with a great smile and a welcoming face.
Some landing pages look like disconnected homeless people sleeping on the street, seated on brown box paper on Kampala streets, with a sack of empty water bottles talking too loud actually shouting but to no one in particular.
Please rescue your landing site from this embarrassment and get them to engage with visitors, let them be felt like they are speaking to the visitors on your page.
Others scream this; “I am not the same as I have always been. I have had many forms. I have had different headings, longer and shorter copy, a form, a button and different images. I am regularly cloned and changed.”
Visitors on your site are interested in how nice your landing site or the whole site has changed, they are looking for information and need to be directed in the right place not showing off what daddy bought them.
Then there is this landing site that says ”You might not even notice the difference between me and my cloned “twin.” It’s usually one thing, often sometimes small, but sometimes major. Then my creators pit us against each other, sending one visitor to me and one to the other.”
Your landing site should be able to say things like “Our visitors tell our creators which products they prefer. They vote with their dollars and with their contact information. They vote with downloads, listens and views. They also vote by leaving and perhaps for a competitor.”
My creators uses terms like “Conversion Rate” and “Revenue per Visit” and “Bounce Rate” to measure us. And when I win they call me “The Control,” a badge I wear with honor. It means that I’m a better friend to my visitors and to my creators.
Then this one; “I have had many forms over my lifetime. Sometimes I’ve been a disappointment to visitors, and a godsent to others. I am often most successful when my creators find me ugly. Sometimes they choose the loser because he is prettier. This makes me sad. Yet, here I remain, a faithful servant to my visitors. Anticipating their needs, delivering what they want, and making the Web a better place for surfers and my creators alike.
All the above are the stories read behind landing pages to sites. Does any of these look like the stories behind your page?