Engagement pages versus landing pages

This is another (unedited) excerpt from Guerrilla Social Media Marketing a new book by Jay Conrad Levinson and Shane Gibson set for release in September 2010.

Engagement pages are designed to capture hearts and minds, not just e-mail addresses.

Traditional internet marketers rely heavily on controlling the behavior of their visitors. This means reducing options and choices. What is commonly referred to as a squeeze page is a good example of this. Squeeze pages usually are completely void of navigation buttons or links to other pages or websites, and give the visitor one of two choices: to read the marketing copy and then make a choice to either fill in their personal information and give consent or to leave. Although this will capture a percentage of visitors who are ready, willing or able to buy or give consent right now, it also repels visitors who could have become good clients if they had only been engaged in a credible manner.

Engagement pages have some similarities to a squeeze page, in that their purpose is also to gain consent and generate subscribers. The difference is: the engagement page offers the visitor multiple options, mediums and pathways to learn more about how the guerrilla’s business can benefit and add value to the visitor’s life or business. It also provides multiple subscription options.

As a reader what are your thoughts on this? Do you use landing pages or engagement pages? What is your impression or sentiment toward organizations that funnel you into squeeze pages?