Lots of sporting events fill TV viewing at this time of the year. The other evening, I found myself surfing among a football game, the baseball World Series and some forgettable TV program. I moved from channel-to-channel when my boredom reared up…which was often.
Frankly, I’m a channel surfer in general. You’ve only got a few seconds to grab my attention, or I banish you to the TV trash can.
This weekend also found a book in my hand, and I noticed that I don’t “channel surf” a book. I can skip around, put it down or drift off into space. But I can’t change the book. The book is the book.
Which is more powerful? The TV because it offers me great variety to combat my boredom, or the book that’s singular in its variety?
I’d say you require both in your business. One place where you offer a variety of information to your visitors to keep them interested (not bored), and another place where you control what they can see and do.
Your website is your TV; your landing pages are your books.
If you’re like most of the people I consult, your website or blog content is clickable. Your site enables…and encourages…channel surfing. They choose where they go, what they see and what they order because you gave them that variety. Grab your visitor in seconds, or they are gone.
Sure, that’s what your website was meant to do…provide a variety of information. Useful information. Entertaining insights.
But are you also using a “book” in your business?
A landing page offers one thing. There’s no ability to click around and get lost in the process. The landing page is the landing page.
The visitor either loves it and does what you ask them to do, or they hate it and they leave. Just like the book.
In your business, you want both a TV and a book.
Check your website to see if it’s offering your visitor the information they seek (not just what you want them to know). And if you aren’t using landing pages, it’s time you start.