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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Roles

Depending on your business, your site may need to address the needs of very diverse types of visitors:

  • Prospects
  • Clients
  • Information seekers
  • Current or potential business partners
  • Competitors
  • Potential employees
  • Members of the press
  • Investors

The usual practice (especially if your landing page is your main site homepage) is to provide a comprehensive view of your company and to give all roles equal billing. This tendency to be even-handed is actually counterproductive. Everyone at your company may want real estate on the page, but they do not necessarily deserve it in equal measure (or at all).

Moreover, some visitors are more motivated to find the relevant information on your site. Job seekers will discover the page with available ...

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