Here are four tips for creating a landing page that will engage your reader:

1. Assure them that they’re in the right place. If you drove them to the page with an e-mail, create continuity in your language, design elements, and offers.
2. Speak immediately to the reader’s interests – not just your interests. Instead of telling readers to come learn more about your software or systems, tell them that you can solve problems (e.g., with security or efficiency) that you know they have.
3. Show your value and leadership. Professionally demonstrate – by examples or tasteful, authoritative language – that you have the quality and experience to provide or sell them what they need.
4. Make an exchange that is valuable to you both. Offer your reader something they want or need in exchange for something you want or need.  For example, offer them an article or a tool, and ask for their name and e-mail address. Be careful not to ask for too much.

Good luck with your landing page and Web traffic!