Writing effective landing pages isn’t just about communicating the necessary information.

It’s about making a connection with your audience, much the same way that a really great salesperson tries to build a relationship with you that extends beyond the walls of the store.

After all, it’s harder to say no to someone who’s just been asking about your family.

And while you can’t get quite that personal with visitors on your website, you can create effective landing pages by writing copy that encourages interaction, emotional involvement, and ultimately, conversion.