Why your home page is for strangers… (And landing pages are for friends)
There’s a reason that websites have home pages and there’s a reason that they have evolved to look the way they do. Good home pages are designed to provide a formal introduction to your company and help triage the different types of people that might visit your site to the content areas that are most relevant to them. Think of the home page as your virtual “maitre d,” greeting visitors, assessing their needs and leading them where they need to go for the appropriate service.
It’s exactly the type of experience that we would want to provide someone who is experiencing our business for the first time. “Good evening, sir/madam! I’m so glad you are dining with us! Do you have a reservation? Would you like a table this evening or shall I lead you to the bar? We also offer service on our patio if you enjoy dining al fresco.”
But that song and dance is completely unnecessary for “regulars.” In a dining setting, regulars appreciate and expect special treatment. A regular would be understandably irritated walking into their favorite restaurant without being recognized and led to their favorite table.
That’s why it’s so important that we make our friends feel special on our website. In the age of WordPress and other simple content management platforms, custom web pages or landing pages can be created on the fly. So why not create a landing page and send it to your client or prospect as a follow-up from your meeting or phone call? Why not attach one to your social media profiles, email blasts or targeted direct mail campaigns?
It’s a great way to make your visitors feel a little more special and an easy trick to increase return on these types of efforts.