Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads

Chapter 4. Landing Pages

Â	“Sir, don’t you think we should turn on the runway lights?” “No, that’s just what they’re expecting us to do!”	Â
Â	--Airplane

In the good ol’ days of the Web (a mere decade ago), forward-thinking companies had web sites. And that was it. When you wanted to link to your site, you chose one of your pages and linked to it. No big deal. You only had 15 pages on your site anyhow, and the number of “hits” was all that really mattered.

We like to think we’ve come a long way since then.

Today, forward-thinking companies realize it’s not enough simply to drop marketing campaign traffic onto an existing page and hope for the best, especially when campaigns cost thousands or millions of dollars a month. These ...