Find Mediators Near You:

3 questions your ADR website’s landing pages must answer

A landing page is any page on your website to which you send visitors in order to encourage a certain action. Visitors find your landing pages via links you provide directly to those pages. Examples of landing pages include:

  • The registration page for an event
  • The subscription page for your newsletter or blog
  • The product page for a downloadable e-book
  • A services page intended for a specific audience

Dr. Flint McGlaughlin of the Marketing Experiments research and education team says there are three short questions that every landing page on a website should answer:

  1. Where am I?
  2. What is your offer?
  3. Why should I participate?

Do your landing pages answer those questions? Would your visitors agree? Here’s a quick way to find out:

1. Find 5 friends willing to give you 5 minutes each, in person or by phone (if by phone, they need to be have a web browser open in front of them while they talk to you). These need to be friends who are willing to speak their mind honestly with you.

2. Load a landing page from your site. Ideally, it should be a page to which you regularly send visitors or use as a page to promote a service or product.

3. Ask your friend each question, one at at time, jotting down their answers, which you aren’t interrupting.

4. After you’ve done all 5, look at the collective responses. Are those the responses you’re aiming for?

If yes, stand up, do a little happy dance around your office. If not, then you have some work to do and know, from your friends’ responses, where to start.


Tammy Lenski

Dr. Tammy Lenski helps individuals, pairs, teams, and audiences navigate disagreement better, address friction, and build alignment. Her current work centers on creating the conditions for robust collaboration and sound decisions while fostering resilient personal and professional relationships. Her conflict resolution podcast and blog, Disagree Better, are available at… MORE >

Featured Mediators

View all

Read these next


Getting What was Actually Paid

PGP Mediation Blog by Phyllis G. Pollack Let us suppose that Jane Jones is driving along one of the many freeways in Los Angeles, and as is typical, the flow...

By Phyllis Pollack

An Experiential Exercise to Dramatize the Five Modes

Several decades ago, I developed an experiential exercise for classroom and workshop settings in order to accelerate people’s understanding and internalization of the five modes. First I assess the conflict...

By Ralph Kilmann

New Mediators’ Guidance from Youth Conference

This article summarizes the Young Minds, Global Voices Conference. This conference was sponsored by in May 2021 in an effort to hear from newer mediators. They discussed obstacles and opportunities...

By Amee Dharamshi, Benjamin Lutz, Clare Fowler, Gwendolyn Myers, Ilan Bass, Jay Patrick Santiago, Jonathan Rodrigues, Lydia Ray, Maria Apostolidou, Melanie Koch, Nisshant Laroia, Olivia Chisom Osuala, Salman Shaheen, Sumhiya  Sallay