Lots of energy goes into designing a website home page, but not enough on landing page strategy and contents. If you use a click-to-read-more approach on your website home page, your landing pages take on even greater significance.
Landing pages are where viewers land when they click links on your home page. Viewers may go to a home page out of curiosity. They go to a landing page with the intent to find information of interest. You need to provide it, along with a call to action.
Too often landing pages are cast with the design format of the entire website. Continuity is a good thing when it comes to navigation, but it shouldn't be an overlord that tramples clarity for viewers. If home pages are intended to capture a viewer's attention, a landing page's job is to hold that attention. On CFM's website — we have landing pages devoted to each of our five business lines, They were designed with the client personas of each business line in mind.
Keeping someone interested is a function of relevant content, which is nicely displayed and in a hierarchy and language that makes sense to the viewer. Landing pages aren't playgrounds for creativity; they are the platforms that convey your key messages.