Landing Pages

Landing pages are web pages people arrive at by clicking on a link they've found in an article, an email message, a signature line in a forum posting, etc. (They may also be known by other names such as "squeeze page," "lead capture page," and "microsite.")

A landing page can be a single, stand-alone web page, or it can be part of a larger website.

Such a page can be used for various different purposes. But for this example, it will contain a free offer for a product that people in a given niche market would find valuable. It will also contain a sign-up box to collect their email addresses.

So the purpose here is really two-fold:

First and foremost, you want to offer your visitor something of actual value to them. This might be a free e-book, an article, a 7-part weekly email course, free software, etc.

(Give them a really good reason to leave their email address. Over-deliver. You want to build a great reputation from the start. Give them one really good offer rather than a bundle of ten mediocre freebies they've probably already seen - and ignored - elsewhere.)

Second, you want your visitor to sign up for your email list in order to actually receive the free offer.

So the process looks like this:

A person clicks on a link advertising the free book, "How To Make Pottery At Home." This takes them to a page that contains a bit more detail about the book. This lead capture page also has a sign-up box for the author's newsletter about making pottery. Whenever a person completes the simple sign up process, they are automatically taken to a link for downloading the free book.

They get the free book, and the author gets their email address and their permission to send them email. (You might also want to read this article on Permission Marketing.)

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