Optimize Your Website: Every Page is a Landing Page
I suspect that most website owners spend too much time on their home pages and not enough time on other content.
Nearly every page on a website has potential to be a landing page — the first page a visitor sees when visiting.
This means what happens during the view of that page will often make the difference between a one-time visit and something more lasting.
The Road Less (or More) Traveled
Sometimes we can learn a little something about how to market to our customers online based on how people tend to act in the offline world.
Let’s take traveling as an example.
I’m anticipating a trip to Nova Scotia with some good friends in a few weeks. We could fly into Halifax, but decided instead to drive up through New England, where we’ll take a ferry over to the southern tip of the peninsula.
Meanwhile, my grandfather has loved the rails all of his life, and he’s itching for a trip out to Colorado by train. He too could fly, but it’s the journey on the train he looks forward to the most.
Truly, there is an endless number of ways we could end up at any place in the world.
Our Websites Are Not Much Different
Likewise, although our websites may have a single goal in mind, like producing orders or building a permission based list, there are many roads visitors can travel to get to that point.
A little while ago, I began reviewing our website analytics using Google Analytics. If you aren’t familiar with what it does, among other metrics, it provides an opportunity to see where traffic is coming from, as well as what web pages visitors tend to land on.
I was taking a look over the “Top Landing Pages” report and noticed that, although our homepage gets the most initial hits, lots and lots of traffic lands on other pages.
I’m willing to bet that an analysis of the traffic going to your site would reveal just about the same thing.
A Single Impression or a Lasting One?
Take a few moments to think about the content on your website as a whole. What is the first impression of people who land somewhere other than the homepage?
Once they’ve read over your content, what next step is presented to them from there? Does an opt in form appear on every page where it’s relevant, or are you missing out on crucial opportunities for your business?