Successful landing pages

1 What is a landing page?
2 The importance of landing pages
3 Objectives for landing pages
4 How to make every page work as a landing page
5 See also

What is a landing page?

A landing page is the page that each site visitor arrives at when entering your website. It may be the home page, a page about the service or product that the person wants to read about, or any other page at your site that's linked to or indexed by search engines. Every web page that's accessible to the public can be a landing page.

One goal of search engine optimization is to make each page work as a landing page for its target audience. If you're offering a specific type of web hosting, you want people who are looking for that service to land on the page that's about that type of web hosting.

If you advertise your site online, your text or banner ads probably link to the page about the service or product promoted in that advertisement, making that page a landing page for people who click on those ad links.

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The importance of landing pages

Landing pages are points when site visitors decide whether to stay at the site or move on to another site. Whether or not you intended a particular page as a landing page, if it doesn't make site visitors want to stay, it will cost you business.

Google gives Quality Scores to AdWords advertisers based on how well landing pages relate to the keyword bid on, among other factors. Landing pages that aren't relevant enough to AdWords keywords have a lower Quality Score, poorer ad visibility, and as a result, poorer performance via AdWords.

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Objectives for landing pages

Common objectives for landing pages are to get site visitors to do one or more of the following:

Stay interested enough to keep reading
Take action on the landing page (for example, place an order or request information)
Click on a link to another page at the site
Click on a link to a related site

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How to make every page work as a landing page

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Content

Make the purpose of your site and of each page clear on every page.
Have a separate page about each service or product or group of services or products.
If you offer a lot of services or products, have an overview page for each type of service or product in addition to a specific page about each one.
Provide reasons on each page for people to buy from you, such as specific service or product advantages and a money-back guarantee.
Include a clear call to action on every page.

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Navigation

Link to each section of the site from each page. For example, if someone lands on your page about reseller hosting but is interested in a VPS, be sure that the VPS page or section is easily accessible from that and every other page.
Link to other pages at your site within the content as well as in the navigation.
Include a link to a site map on every page.

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