Chapter 2. Understanding Your Landing Pages
Begin with the end in mind.
What is the purpose of your landing page?
This seems like a simple question. But the vast majority of us cannot answer it in a simple and cogent sentence.
Most of your websites and landing pages have become overgrown like a dense jungle. They have no clear purpose, and are instead a grab bag of unrelated tidbits—each one hoping to compete for visitors' attention.
Let's take a close look at what your landing pages are, and ask a series of questions about what they ought to be.
Landing Page Types
The landing page is the first page that a visitor lands on as a result of your traffic acquisition efforts.
Landing ...
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