Landing pages are a different breed of animal

Landing pages are a different breed of animal. 

Think of your website like your trusty best friend, your pup. Always by your side through thick and thin. Reliable. Constant. Ready to greet anyone who visits with a slobbery wet grin and a tour of the whole house. 

And your landing pages are like a cat. Still loveable in their own right. Still right there by your side, but a little bit removed from the rest of the home. They only approach when the time is right. They still want to give you loving attention… but only in the exact way that they want to once you have proven yourself worthy of their presence. And once you’re in? You feel that worthiness deeply and want to stick around to see more.

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Silly similes aside, your website is the place where someone can go to take a full tour of your business. The strategy of the pages is set up in such a way that you are purposefully guiding that lovely soul from page to page, idea to idea. We’re trying to keep them clicking. Learning. Engaging. 

Your landing pages have an almost opposing goal: Instead of giving a tour of everything, there’s a single sole purpose. Are you IN… or are you OUT? It’s a place that exists without distraction. It’s meant only for the single engagement action you’ve asked them to take. And the way out is that little X in the browser tab. 

While there is still a place for your free offers and programs on your full website, there comes a time in every business’s life where the landing page becomes a necessity: 

😻ads to build your list
😻speaking gig freebie
😻product launches
😻webinar registrations

The list can go on and on… But the general theme is any offer that it makes sense to block off from outside distractions.

Can the landing page still live on your website? 

Well, yes. Maybe. Sort-of. It actually depends on the capabilities of your website. Here’s the tech-y necessities you’ll need for your page:

1. No menu bar. You can still have a lovely bar at the top with your logo (it should definitely be up at the top of the page for brand awareness anyway!), but there shouldn’t be any way to navigate around your site from this page. NOTE: This is true for Facebook ads and general-use landing pages – Google ads have different requirements.

2. Optin or sales capability. There’s a way to make either of these work from literally any page builder, but some provide a smoother experience than others. 

3. Custom header code ability. When you’re running ads, there are often custom invisible codes (like a Facebook pixel)

What questions do you have about using landing pages in your business?