Make a perfect landing on your website

Make a perfect landing on your website
 Photo by C. Frank Starmer available under creative commons  

SUMMARY: You point people to your website, but do you have landing pages for specific ministries or missions or special emphases? Landing pages help you measure your website marketing’s effectiveness.  More importantly, you will communicate more effectively with your targeted audiences.

A landing page, sometimes known in the business world as a “lead capture” page, is where visitors “land” when they click on a link directly associated with your website. They may be responding to a promotion through social media, an e-mail campaign or even a pay-per-click advertisement. Instead of landing on your home page, they land on a page with information directly related to why they came to your site. You can measure landing-page hits to identify the effectiveness of each marketing tool you are using to direct users to the landing page.

Landing pages also can serve as reference pages for visitors. Images and text provide information relevant to the visitor’s purpose for coming to the page. Your church can benefit by using them as transactional or reference pages—whether you want to capture contact information from visitors to add to your database or to promote a community event without taking away from your home page’s information.

Your website plays an integral role in your church’s marketing strategy. You distribute material and post on blogs, Twitter, Facebook and more. Using landing pages will enable you to communicate more directly with your audiences and measure the success of various marketing tools. Here are some steps for developing effective landing pages.

1. Ask yourself these questions.
What are you offering or what information are you sharing? To whom are you appealing? What do people want from your ministry or the specific activity? Why should they get involved or act on this subject? These questions are part of an interesting article that explains the emphasis of the landing page.

2. Design to reflect campaign.
You need not to overhaul your website to include a new campaign. Landing pages enable you to create a web page that reflects the campaign’s color and design so visitors will immediately make a visual connection.

3. Stick to a single message.  
A landing page for a church event should have a specific purpose. Do not try to do everything on the same landing page. Create a unique page for each purpose and direct people from the landing page to the other pages where they can register to attend, volunteer, become a sponsor or do something else.

4. Write short sentences.  
Landing page visitors do not read from beginning to end. They scan for relevant information. Write for scanners.  Use a main headline and subheads to break up the copy. Write short sentences. Use line breaks to create breathing room.

5. Get the data.  
Do not think of a landing page as just a home page for the campaign. A targeted page should both convey a single, specific message and ask visitors for information, such as their name, address, phone and e-mail. Determine how you will use any data you collect. If you are not going to use it, don’t ask for it. Recognize that the more information you request, the fewer responses you will receive.

6. Use odd-shaped buttons.  
Where do you want your visitors to go from the landing page? Design it with buttons (odd shapes are more noticeable) that take visitors to other appropriate pages. Perhaps your church is having a campaign to raise money for its food pantry. You create print marketing materials pointing to a food pantry-focused landing page. When the visitors arrive, they know what is wanted, why it is needed and so forth. They can respond by clicking on one of several buttons (donate, volunteer, receive services, get more information). They are then taken to a section of the website (or of the landing page) with the appropriate details.

Bookmark and Share

resources Related Articles
Make your homepage sizzle like bacon!
ABC? XYZ? What on earth is SEO?
If you build it, they will come - but only if you nudge them
The little (search) engine that could: all about SEO

More articles about Websites

Subscribe to monthly MyCom eNewsletter:
What else would you like to know about?  E-mail us here:

Online security for churches

Online engagement ideas for Lent

Web design trends for 2014

Why online courses? Tips for course ideas and setup

See how Google’s Penguin brings you better search results

Improve your church website's search results: SEO Guide

Choosing the best website hosting service for your church

Avoid computer nightmares: Free and paid backup solutions

How to sync Google Calendar to your website and Outlook

10 tips for keeping your website or blog fresh

5 Sections to include on your church website

How user friendly is your website?

5 Websites/apps that are “new places for new people”

Make your move to a mobile website

Placing your church within an arm’s reach

Use Wordpress to build a kicking church website

Practicing the means of grace through your website

Web ministry: Privacy and permissions

Free software downloads: office and ministry tools

Why Facebook won’t kill your church website

9 tips for starting online small groups

Analyze the analytics. Connect goals to objectives.

Make a perfect landing on your website

5 ways to use Google’s powerful marketing tools

Give your church website an SEO tune-up

5 minutes of (unwanted?) fame

6 ways to avoid online plagiarism

C-M-S spells website maintenance relief

Top 10 best practices for web ministry

Make your homepage sizzle like bacon!

Make your web ministry user-centered

The little (search) engine that could: all about SEO

If you build it, they will come - but only if you nudge them

ABC? XYZ? What on earth is SEO?

Web and internet technology enhances ministry

Comment Policy

Contact Us

This will not reach a local church, district or conference office. InfoServ* staff will answer your question, or direct it to someone who can provide information and/or resources.


*InfoServ ( about ) is a ministry of United Methodist Communications located in Nashville, Tennessee, USA. 1-800-251-8140

Not receiving a reply?
Your Spam Blocker might not recognize our email address. Add this address to your list of approved senders.