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Most business owners don’t understand that they need a landing page at the root of their domain, instead of a general information page.

For the same reason that billboards on the highway are very tightly focused on delivering their message.


People today are “whizzing by” websites at a rapid pace, with no time to pull off to the side of the road to read.

This presents an opportunity for you to correct the problem.

A landing page should immediately clarify:

  1. What pain point that will be solved
  2. Who will solve the pain point
  3. How the pain point will be solved.

Even more importantly, a landing page should provide a clear path to connecting with the owner or the solution as quickly as possible.

If folks arrive to the landing page needing more information, but are not ready for a direct conversation, a lead magnet can be offered as an incentive to share their email once they’ve demonstrated an intent to exit.

A lead magnet is a valuable, but free piece of content that can inform, educate or even motivate the recipient.

It can be as simple as a basic one to two page pdf document with some compelling reasons how her services will more than pay for themselves. Such as:

“The top five ways that monthly bookkeeping can save money at tax time”

This is enough to get the recipients to open up to a future marketing effort via email.

The easiest way to create a compelling landing page without coding, is to use a landing page system, either plugin or software as a service.

The Nine Key Elements of a landing page are:

  1. A compelling headline that encapsulates the pain solution into an affirmative statement.
  2. A catchy sub-headline that elaborates on what exactly is contained in the solution.
  3. A visual element that conveys subtle clues about the pain or pain solution.
  4. A proposition question asking whether the reader wants a solution to their pain.
  5. An offer to give the pain solution…for free.
  6. A brief synopsis of how the pain solution came into being and a hint about how it works.
  7. A picture of the offeror and his or her name and role (whether you or your prospect).
  8. A promise of privacy and specificity as to how the offeree’s email will be used and protected.
  9. A call to action button that typically has a “YES” in the wording, to convey affirmative behavior.

Our landing page email form can either act as as a stand-alone collection tool or integrate with most of the popular email list services.

For now, however, we’re not going to bother with the email list service, since the volume of her leads from Craigslist is likely to be low enough to manage manually at first.

This what the complete landing page looks like:


After someone clicks, they are presented with a modal window that collects their email and automatically sends them a confirmation as well as a link to download their lead magnet “prize”.


The site owner is presented with a notification that someone has submitted their info so that either a manual or fully automated response can be made immediately.