Tricky landing ahead

Designing Better Landing Pages is an interesting article from the Accelerating IT Sales blog. Few industrial companies get “landing pages” right. Many don’t have specially-designed “landing pages” at all: the web page which site visitors “land” on as a response to advertising or Google searches is just the page which most closely relates to the product concerned. Lots of companies just send everyone to their front page. What a wasted opportunity! For example, if you were sending out invitations to customers to an event, would you tell them to RSVP to [a] your switchboard, [b] anybody they know at the company, or [c] the person organising the event. Obviously it’s the latter. But sending people to your web site’s front page, as a response to a specific enquiry, is a recipe for a lost potential customer.

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