Make Every Page on Your Website A Landing Page

If a prospect’s time is a valuable resource (it is), then every page on your website needs to serve a specific purpose with a target prospect in mind. Landing pages are defined as pages with a specific purpose which convey a clear and targeted message.

So why not make every key page on your website a landing page?
The tendency on many web sites is to treat web pages like the pages of a brochure — only one first page and one last page — the rest are part of the sequence.  Not only is this an incorrect approach, it reduces the potential of each page to add value to your traffic generation strategy.

A highly focused website page has:

1. specific audiences in mind (not necessarily just one but some finite defined audiences) at which it is aimed
2. specifically chosen content to satisfy the different entry points from which a person will land on the page
3. clear exit points to the logical next step in the website flow

Now doesn’t that sound exactly like a landing page?

We know how companies work

Everyone is too busy and things that require extraordinary attention fall by the wayside most of the time.  This can have a huge impact on your online marketing efforts — if you have to design and build content for a new landing page everytime you want to run a new AdWords campaign, most of the time the new campaign won’t happen.
That’s a huge price to pay in your business simply because of a lack of preplanning.

We’ve built websites for clients in many industries that have targeted and focused pages that are also effective landing pages for AdWord/SEO/email campaigns.  One recent client had 14 pages related to individual pain areas and 6 pages related to specific product features.  Add to that 7 industry focused pages and they already had more than 25 landing pages ready for focused marketing campaigns.  These were all part of the normal website flow (not specialized) landing pages.

Consider this strategy as a way to create efficiency in your online marketing operations and giving visitors a more focused experience on your website.