Jesus ministered to thousands but also to the one. (Getty Images)

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Marketers need a landing page as much as they need a website. The two serve different content delivery purposes.

Think of the website as the flagship retail store. It is one location that serves an international audience. It is open for business all day, every day. E-commerce is conducted on a website.

A landing page is a promotion tool. The landing page URL is used to attract a target audience to a one-page minisite. The primary use of a landing page is to deliver a specific message to a defined target market.

In a marketing campaign, it is highly likely that I would recommend several different landing pages. All pages would, of course, link to the main website.

The landing page is a place to gather email addresses of visitors to the site. We will also test the impact of various offers. We might offer a new lamp on one landing page and a free toaster on another landing page. Landing pages provide a vehicle to test virtually any offer.

Perhaps you will need one landing page written for younger buyers and another landing page for other ages. The copy and appeal strategy will vary widely.

When you consider the wide disparity in the types of visitors to your church, doesn't it make sense to focus one landing page for each broad type of ministry you offer?  Why would you include EVERYTHING on the home page of the website?

Speak to unique needs.

Jesus ministered to thousands but also to the one.

Dr. Steve Greene is the publisher and executive vice president–Media Group, Charisma Media. Sign up here for Dr. Greene's leadership e-newsletter.

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