Make your imagination
come to living

Story

Sonya Makarov

One of the biggest mistakes a marketer can make is sending traffic from any kind of advertising or PR campaign to their home page. Your home page likely has little direction or direct connection to the campaign sending traffic to it. That can leave visitors confused.

A landing page, by contrast, can be directly connected to your campaign. It can echo the language and images used in an ad or PR materials so that when a visitor lands on that page, they are guided through exactly what you want them to do while there. It creates a more cohesive experience, and one that leaves the visitor comfortable, rather than confused. Landing pages exist to capture and maintain your visitor’s attention, in a way that a homepage is unlikely to do. They also focus your visitor’s attention on the information you want them to see, rather than just leaving them awash in a sea of information on your homepage.