Landing pages (and why every page of your website could be one)

Traditionally, we think of a homepage as the storefront or reception area of any website. The first point of call when visitors come to the site, from which they make their journey to explore and find out more about products and services or to find answers to their questions.

For this reason, many people consider their home page as the website’s main landing page, and although this may have been the case previously, in the current digital world, site traffic can now find its way to your site through any pages from a variety of leads.

Landing page and home page are not the same things

A landing page is any entry page to a website. Where visitors take their first steps over the threshold of your online brand hub.

With the increase in social media, business networking and search engine optimisation, visitors can arrive at any of your website’s pages. This could be your homepage, about us page, or it could be a blog article or even your contact page. This might be through an article shared on Facebook, a well-optimised product page that has ranked well in a Google search, or an image shared on Pinterest.

First impressions

These extra opportunities for site visits are a good thing, right? Well, yes, an increase in traffic is beneficial, but it’s what happens to that traffic when it arrives at your site that needs to be considered carefully.

Can your visitors find what they want? Are they engaged and interested enough to move to other pages? Does your landing page have a clear purpose or call to action?

Any of your potential landing pages needs to make a great first impression. Navigation and content should be clear so that visitors can find out what your business is all about. Key information should be easy to find with contact details, services and products all in plain site, because if not, your competitors are just a click away.

Knowledge is power

Clever analytical tools can help identify your site’s landing pages and provide insight into link tracking, click-throughs, page visits and conversions rates allowing you to tailor your pages appropriately.

Targeted digital marketing methods can direct traffic to key pages. Social media, email marketing or even search engine optimisation techniques can be tailored to specific pages, either linking them directly or optimising them for a specific search query.

An effective digital marketing strategy not only makes use of many tools to increase brand exposure but also allows for careful monitoring to track responses and to review the strategy regularly.