Landing pages are the webpages where you embed your campaign tools. It’s best to keep the landing page text very short and to the point. Try to clearly highlight the sharp edge of the problem, the action, and theory of change (why acting will have an impact).
The goal of this page is to push people to action, not to educate. Winning campaigns educate supporters through followup emails sent over time.
Be strategic about positioning the tool form
A campaign tool form can go to one side of a landing page, at the very top, or below some informative text. The goal is to guide supporters to click send on the tool without getting preoccupied with everything else happening on the page. Notice how this Tweet Tool landing page keeps the tool at the top of the page, while providing helpful links for supporters seeking further information:
Think about your audience
Who are they? Most will arrive on your landing page as average people who aren't as aware as they'd like to be of the issue being discussed. At the same time, these visitors might have the sense that they will not like the impact the situation will have on their lives (such as a service to be degraded, prices to be increased, etc.).
Credibility is key
For the information that you do provide, use research materials - provide footnotes and cite your sources when needed:
Showcase a list of logos of partners and allies
Include a prompt for organizations to sign up to endorse your campaign to grow your network/coalition over time, as in the example below: