"Landing page" is a marketing term that describes a page on your site that a visitor is directed to from an outside source, usually via a paid SEM campaign. Creating landing pages en masse is pretty easy with Drupal 6.
I'm going to describe how to create the simplest type of landing page, a single page which presents an offer to the user followed by a contact form or "web-to-lead form." This form collects the user's name, email address, and any comments. These details are forwarded via email to someone in your organization so they can respond.
Step 1: Content
First, you have to come up with an offer to present to the end user. Perhaps you have an existing offer in your marketing materials that you could make to your online audience. If you need to come up with a new offer, consider:
- Who are your customers?
- What are their needs?
- What can you offer that could provide value?
It is a good idea to make one offer per landing page, and then create multiple landing pages that each target a particular audience receptive to that offer.
Example: On my Drupal consulting page, I lay out my experience and offer my services to visitors.
Step 2: Concise, Informative Path
Next, choose an informative path. If you have already configured the pathauto module as recommended in my Basic SEO with Drupal article, a path will be automatically generated based on the title of your article.
Keep your path short and to-the-point, as you may want to publicize it in different media (including print) and people are more likely to type or click on a shorter URL.
Step 3: Call to Action
The meat of a web-to-lead page is the call to action. While some sites may have explicit calls to action such as "buy now" or "register for our newsletter," many times the goal of a landing page is simply to get the user to divulge their contact information so that a representative from your company get get back to them.
To set up a contact form on your landing page:
- First download and install Drupal's contact module. (I won't go over creating a side-wide contact form here, as tutorials are widely available online.)
- Once your site-wide contact form is ready, go to Administer Blocks at /admin/build/blocks and create a new block. Paste the following code:
// (attention !) contact module must be enabled
- Make sure the input format is set to use a PHP interpreter
- Under Page specific visibility settings, select Show block on specific pages and enter the path of your landing page. For my landing page, I'd enter drupal_consulting_services.
- Now move the block to the Content area, and click 'Save blocks'
Now when visitors hit your landing page, they'll see a nice web-to-lead form at the bottom. Congratulations!
Special thanks to http://drupal.org/node/166432#comment-1319974 for the landing page code.