The Role of Landing Pages in a Website

Capturing your target audience’s interest comes from giving viewers the information they seek. People may learn of your site from a search or online ad pertaining to a specific interest area related to your business. Once they land on your site, you have just a few seconds to capture their attention, so the first thing they should see is info about the topic they searched or clicked on. This means that rather than going to your general homepage, they are directed to a specific “landing page” about the topic they searched and clicked on.

Having straight-forward, content-rich landing pages that cover key customer interest areas is important to the overall content strategy and online advertising plan for a website. Even if you rely solely upon organic traffic (with no paid online advertising), it’s important to have multiple landing pages on key topics to help people find your website more easily.

Effective landing pages include several key elements:

  • Helpful information (primary)
  • Easy-to-find links for additional info about your company, products and services (secondary)
  • Clear and easy call-to-action and contact info
  • Clear representation of your brand

From Wikipedia: In online marketing a landing page, sometimes known as a “lead capture page” or a “lander”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.

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Additional Resources

Content Strategy & Landing Pages – Service
How Landing Pages Draw People to Your Site
Glossary of online marketing and website development terms


July 21, 2017

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