Architecting landing pages for doors into all your rooms
ion on Tuesday, July 28, 2009 at 04:49PM 
Last night I read Matthew Frederick’s 101 Things I Learned in Architecture School. It’s a great book (for everyone, not just architects) and it’s elegantly designed and illustrated. It’s also inspiring.
Within your house you have many rooms and spaces with many different purposes and appeals. You have spaces for sleeping. Spaces for eating. Ones for cleaning. And you may have others for entertaining, relaxing, exercising, rehearsing, working — and so on. There are task oriented spaces and ones that are more emotional. The longer you think about it the more you realize just how many disparate activities take place in and around your house. It’s a long and varied list.
Your web content is very much the same. It’s deeper and more diverse than you probably appreciate. I know that’s true of ours. And when you take time to think about the people you’re inviting over for a visit, they’re likely deeper and more diverse as well.
Sending guests into your house through the front door — with no previous knowledge of your floorplan, and no escort from someone who knows the house — seems rather rude. Certainly it would be uncomfortable for your guests to wander around your house trying to figure out where to go and what to do. And the odds that they find the restroom in a timely manner may not be as high as you think.
Landing pages punch direct doors into your vast and varied house of content. Segmentation matches visitors to the spaces that most closely align with their intent. And unlike deep links that plop visitors unceremoniously into the middles of rooms full of people they don’t know, good landing pages make friendly introductions that lead to comfortable conversations. Ultimately, they match intent with content resulting in the alignment of your goals and theirs. That’s conversion.
Punch as many doors as you can into your house of content. Your guests will thank you.
Landing Pages, Segmentation, copywriting in Strategy 
Reader Comments (4)
I would say that landing pages are like the transporter from Star Trek: you can beam a person directly to the room they want, right when they want to use it.
now this is a quite good post , i agree with you on this article ,because first impression is last impression and if it is good then you will have surely a good impact on users mind.
This is a fantastic article! What a refreshing way of looking at things; I know that it has opened my eyes as to how to go about changing the design of our fledgling business/website.
Thanks for taking the time to author this!
Ashley, I'm glad you found the post useful. Thanks for reading and taking the time to comment.