Most church communications teams understand the need to have a website. But many don’t know how to maximize the web presence and the traffic coming into the site. Building a landing page is key.
In fact, many people don’t know the difference between the homepage and a landing page. But if you want to have any significant gains due to your online activities, you need to start to learning what landing pages are all about.
The main objective of a landing page is to drive the user to the one specified a call to action. Usually that is either an opt-in to your email lists or some other transaction like an event RSVP.
Landing pages are strategically built so that there are reduced or no distractions for the visitor. There are many ways in, but only one pathway out.
No “link leakage” is critical so that people can’t “escape” to other places on your site or the Interwebs. Practically speaking, that usually means that there is no navigation bar, no floating social sharing icons, no links in the footer, etc.
The only links presented are the ones associated with your call to action. Either do what we want you to do, or you need to abandon the page completely.
Now one of the main principles of content marketing is to offer a lead magnet — A piece of digital content that can be downloaded or viewed in exchange for the bare minimum sign-up form – usually with just first name and email address.
That exchange of content needs to be radically valuable by the visitor. A real gift of information or experience.If you put the visitor first, then so many interesting content options to offer become available. Click To Tweet
Here are four go-to ideas that churches can use to build your first set of landing pages.
There are plenty of other ways and ideas to use landing pages so that your church continues to grow your email list and nurture those relationships after people signed up.
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