Compared to working inside the box of your corporate Web site, these lightweight Web marketing paths are faster to produce and easier to change, increasing your agility and reaction speed.

Such paths are often an ideal next step for respondents to online advertising and email marketing. As "landing experiences," they are more than a landing page but less than a full-scale Web site. At the critical post-click marketing stage, where a prospect has given you one click but is still skeptical of your relevance, this clarity of purpose and message can be just the right size.

A Web marketing path starts with a landing page, but instead of trying to cram an entire pitch and offer into one screen, a good path will use that first page to gently segment the respondent. It gives them 2-3 choices of what to click next—a branch in the path—to identify what's most relevant to them. The second page of the path then delivers on that promise, providing a deeper and more targeted presentation.

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