On every website there are some pages which tell most to the users [visitors] about the company plus those pages have potential to convert the visit of page visitor into a sale. Which are those pages? How are they important? Why website owners want visitor to visit them most? How to raise the importance of those pages? Well answers to all these questions are here, in this article.
Landing Pages: Pages on which visitors land by clicking on the link provided by search engine are called landing pages. Landing pages are usually your most famous pages. Also they are the pages which are optimized most according to search engines so that visitors land on them. Actually every good company put their most useful and important information on these landing pages, so that their visitors can know about the company right through their first visit. Sometimes landing pages are also referred as entry pages, which mean they are the best entry portals for visitors to your website.
Making Landing Pages More Useful: After targeting the right audience, your task is to give them right information. Make sure that they do not feel that they have come to wrong place. Be specific. Give genuine information about your products. Hold them for future. For example, put a “sign up for regular update” button along with “learn more” button.
A good website usually has same conversion pages and landing pages. This is very useful thing, in this situation visitors don’t have to navigate your website to complete the conversion.By conversion we mean the converting process of visit of visitor into a sale. Consider an arbitrary example of an NGO which works for homeless people by collecting online donations. How this website should be optimized so as to get more sales [donations]. Merge the landing page and conversion page. Put all required information on “homeless people need your help” page. And within the same page insert a “Donate now” button. This will save visitor’s time and he won’t wander or ramble on various links to donate money. Or in case he will find the donation process sophisticated or time consuming, he may change his mind, which is not a good signal for the NGO [or your company].
Another way to optimize the website can be to think in backward way. Focus on the conversion page first and then redesign your landing page accordingly. Consider the case of an online shopping website who is giving huge discount on its various products. Rather than bringing visitors on product review page make them visit the “discount offer” page. Now make “discount offer” page as your new landing page. However don’t forget to give “product review” and “buy online” page link within this new landing page.
Most of the people have misconception that there home page should be the landing page. Well this always doesn’t work correctly. Home page gives the basic information and details about your services and product but this is quite possible that it will not complete your major goals. Making home page as your landing page may fulfill your general goals like promotion of your brand, promotion of your website etc. but what about the sales? Note that within deep in your website’s database there can be pages of huge potential which can be really helpful to achieve your business goals. Need is just to think beyond orthodox methods. As the basic rule of SEO says optimize your website according to the need of your business NOT according to the need of website.
And now I think you must have got answers to all the queries mentioned in very first paragraph. Have you?