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Drawing In Customers with Landing Pages

Landing pages are used extensively in online marketing and serve a very specific purpose: they prepare the visitor to your site to hear your value proposition – your hard sell.

The landing page is often confused with the “squeeze page” among internet marketers, but in fact the two techniques are quite different. While the former is used to prepare, the latter is used to build a list of prospects.

You want your landing pages to build interest in your website visitors for your company and the products and services it offers. The content on these pages should engage the reader and, instead of trying to get more information from your visitors, it should simply establish future sales possibilities. Use landing pages as gateways to other pages on your site, introducing your company and making readers want more information on your business.

Landing pages are much less direct than squeeze pages, which simply aim to get personal information from website visitors. Squeeze pages are usually straightforward and designed in a very simple manner, without many graphics. Sometimes, these pages try to obtain information from visitors by offering free gifts. They require users to sign up for an email list before they present links to other pages. The entire point of squeeze pages is to get contacts for follow-up marketing.

You can market your website effectively by using a combination of both squeeze and landing pages. Your goal with the latter should be to direct users to pages where they can make a purchase from your company. The former, however, are designed to get high conversions rates by getting visitors to sign up for email lists. Use these pages with your company’s website in order to boost sales and increase conversion rates.

Ray Perry is an Internet marketing executive with more than 25 years of experience. He is the Chief Marketing Officer at Market Blazer, a small business marketing company and authorized Duct Tape Marketing coach. You can get more information about landing pages at www.MarketBlazer.com.