I’ve got a bit of a thing about landing pages. It really annoys me when I click on an ad and sloppily get taken to the front page of the advertiser’s website and dumped there. When I turn up at a company, I want someone to meet me in reception and usher me straight through to my meeting. Don’t you? So when someone clicks through to your website for a reason – which you’ve defined in the ad – they expect to get the information they require without any more effort. It’s not too much to ask, and both parties lose if you don’t provide it.
In this recent post on the B2B Lead Blog the basic tips on how to design a landing page are listed very clearly. There’s no excuse not to follow them!