Tricky landing ahead
26th September 2008
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.
