Toward an understanding of value that will reinforce your persuasive process.

Folks have made a habit of emphasizing the home page of your Web site as the Sacred Portal through which your visitors enter the cyber-structure of your business. As if all other avenues of entry were blocked, and the process could only start at Square One.

Yeah, right. Everyone knows the process can start at any square that is readable by the search engines. And you can directly influence the starting square through pay-per-click advertisements and email campaigns. It is possible your visitors can arrive and start digging deeper into your conversion process without ever bothering over your home page.

They’ll arrive on a landing page - something very much like a focused mini home page - and how successful you are at catching them will depend on what you do with that page.

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