Creating a Great Landing Page
April 3rd, 2009
Your landing pages are a vital part of your overall online strategy. You have to keep in mind that not everyone enters your site on the homepage. Your landing pages need to speak to who you are as a company, quickly and concisely, and hopefully imparting your unique value proposition. If you are unfamiliar with what your unique selling proposition, or value proposition is, an article by Melissa Burton can give you some pointers.
A landing page is essentially any page that appears in the SERP for a search. Hopefully your page will reflect what has been searched for, and therefore, have something to offer the user.
Effective landing pages can be a key to your online success, if you do them properly. They should be clear, they should tell what your company or product are about, and they should sell your product. This sounds simple enough, until you realize that every page of your site has the potential to be a landing page. On the best sites, each page has a goal, or a topic (key phrases) that is specific to that particular page. You optimize for this topic, and your page is on it’s way to becoming a landing page for users who do a search related to the material on the page. This just reinforces what we’ve always said about great copy and well done on page efforts being the backbone of SEO. It comes full circle, when you get the idea that even your third tier page that you figure no one may ever see can be the page that draws a new customer to your site.
So, I’m sure this has you thinking you have a lot of work to do. What pages are the most important? What should you tackle first? Well, what product or service do you want folks to find out about the most? What drives your business? This should at least give you a jumping off point…
