If you are trying to promote an event at your church, one great tool for this is a landing page. If done correctly, they focus visitors on a much narrower scope and nudge them toward a single decision more quickly. But what exactly is a landing page, and how can my church use them? Read on my loyal reader while I hopefully answers all these questions and more!
Definition
What is a landing page? It is a page with a very narrow focus on content and purpose. It directs the user to do only one thing and provides a much smaller amount of information than what your site typically displays. Also, it is a way to create a unique design, content and branding while keeping it closely related to your church.
Call to Action
Let me reiterate, landing pages are dedicated to one call to action. You may have an event and you want people to register online. You provide the information and one clear call to action, such as “register now!”. This page may differ from the rest of your site in terms of graphics, colors, and structure. However, remember that your branding should show through somewhere so users familiar with your church are comfortable.
How to Use Them
Landing pages are best suited for short term events or missions and are excellent for targeted marketing programs. Instead of advertising on Google and sending users to your home page, you would send them to your new landing page. For instance, you want to advertise a live nativity scene. You can create a unique landing page with special graphics and layout; embedded videos, driving directions, and one primary call to action. That primary action could be registering for the event, buying tickets, or sharing it with a friend.
Action Item
Next time you host an event, such as a spaghetti dinner, create a special page that serves as a flyer. Be sure to have one call to action that either allows them to share the information with their social networks. You probably have this functionality somewhere on your site, but highlight it by making it very prominent and obvious.
Photo courtesy of Márcia Rodrigues
