What is a landing page? It is any page that a website visitor “lands” at when they arrive at your site. Usually, but not always this is the home page. Seth Godin reminds us again of the purpose of a landing page:
- Get a visitor to click (to go to another page, on your site or someone else’s)
- Get a visitor to buy
- Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
- Get a visitor to tell a friend
- (and the more subtle) Get a visitor to learn something, which could
even include posting a comment or giving you some sort of feedback
The vast majority of counselling and healing professional websites that I see still don’t get this at all. Many professionals put up sites and then wonder why they don’t work for them. The reason is often related to an unclear purpose (and poorly written on untargeted copy).
If your landing page is not focusing on getting your visitor to do one or two (no more, says Seth) of these things, your website needs an overhaul.
