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By the time we reach adulthood – and there is some debate about exactly when that happens – we have a rich background of experience that informs the way we learn.

Most adults tend to be goal-directed. In other words, we want to know what we want to know, when we want to know it. So, when a prospect clicks on an e-mail link or a social media ad, they want to access the information they seek immediately.

That’s why businesses have landing pages.

What is a landing page?

A landing page is a distinct page, separate from your website. It’s where visitors land after clicking on an e-mail link or a social media ad. Unlike most of the pages on your website, a landing page has a specific focus and a single link. There is no navigation bar. There are no distractions.

Think of a landing page as the physical manifestation of a traditional call to action (CTA).

For example, consider my company’s homepage . It’s lovely. (Thank you, Susie Baity of Sapient Daisy ) It establishes my credentials and offers a lot of links because I want visitors to explore.

I want them to read financial and investment copy I have written. I want them to discover rave reviews from my clients. I want them to understand what I offer – custom financial copywriting and content consulting – and how it will benefit their companies. I also want to make them aware that I have a content library chock-full of reasonably-priced personal finance articles.

My landing page does something entirely different.

Financial advisors and marketing managers, who receive an e-mail from my company or see an ad for The Advisor Content Library and click on it, will arrive at the landing page.

In general, landing pages should have catchy headlines, clear messages, and calls to action. Since it can take seven to 10 impressions to win a client, many landing pages request contact information.

You can ask for an e-mail address. You can ask for names, cell numbers, and addresses. One of the best ways to incentivize your landing page visitors to share information is by offering something of value, such as:

No matter what you decide to offer, the gift must be relevant to the landing page. For example,

  • If your landing page targets investors with employee stock options, offering an e-book to employee stock options will help you gather prospect data. Offering a guide to life insurance won’t.
  • If your landing page targets pre-retirees, a guide to retirement income planning or an e-book on Social Security claiming strategies may be of interest.
  • If your landing page targets small business owners with an interest in retirement plans, offering a white paper on small business retirement plans or succession planning will help you gather data.

As a general rule of thumb, your offering should be educational with a CTA on the final pages.

Who should your landing page target?

Landing pages can focus on a product, service, or audience segment. Align your e-mails, ads, and landing pages with the needs of your target audience.

Are you focusing on individual investors, financial advisors, institutional investors, retirement plan sponsors, retirement plan providers, wholesalers, or another audience entirely?

Do you want to attract people who are interested in a specific product, service, or concept? For example, you could focus on annuities and retirement income, trusts for family members with special needs, or 529 plans and college planning.

Do you want to introduce other financial services or retirement plan companies to your business by focusing on a single service such as retirement plan recordkeeping, investment sub-advisory, cybersecurity, or financial copywriting?

Your campaign may target multiple audiences, products, or services. If it does, you’ll need more than one landing page.

Landing pages are valuable tools when they align with your company’s business objectives and attract prospects who are looking for the products and services you provide.

If you need help with landing page content, get in touch.