A Well-Rounded Landing Page (Or Not)

A Well-Rounded Landing Page (Or Not):

Lately, Seth Godin’s blogging has been on fire. He rocks. And recently he had some perspective that applies to people as well as to landing pages.

In his post Well rounded (and the other), he writes:

Well rounded gives you plenty of opportunities to shore up mediocrity with multiple options. Sharp is more frightening, because it’s this or nothing.

Isn’t the same thing true for a landing page? When we attempt to make a ‘well-rounded’ landing page, what we are really trying to do is provide something for everyone. And ‘something for everyone’ is simply designing for the lowest common denominator. You know how it starts…

• “let’s add some navigation”
• “let’s add a link to get to the webinar, in case people don’t want the whitepaper”
• “let’s add our Twitter feed so people know we are social”

The less sharp our page, the more general it becomes. And a general page isn’t a relevant page.

When people click your ads and messages, it’s an intentional act. It’s specific. A sharp page matches that same level of intention and specificity. Anything else is…well-rounded. Leave the well-rounded pages for your website. When you have people clicking ads, make sure their landing experience is sharp.

Thank you Seth for some sharp inspiration.