A landing page is the first page which a visitor to your website will see. Ideally, it will be your homepage. This is why websites have home pages – to let visitors know where they are and to introduce them to who you are.
But it doesn’t always work that way.
Much of your traffic is going to come from links. And unless they are links you put out there yourself, you have no control over the specific page at which your links are aimed. ANY PAGE OF YOUR WEBSITE CAN BE A LANDING PAGE (don’t mean to yell, but this is important;) ).
In some ways, the whole concept of a homepage is a bit arbitrary. It’s an attempt to make a website feel more like a book, a magazine, or a catalog – formats with which we’re all familiar.
But websites don’t really work like that. They’re more like a choose-your-own-adventure–you can get almost anywhere from almost anywhere else. At least, you’d better be able to. If not, you’re probably going to look for a different website that you can get around on more easily.
What does this mean for you?
- You can’t assume visitors will see your homepage first.
- You need to put as much thought into the design of a deep page as you do into your homepage.
- You want appropriate keyword phrases featured in the content on every page of your site.
- You want to provide easy navigation buttons on every page of your website, including one to take visitors directly to the homepage.
Don’t make visitors who land somewhere other than your homepage feel like they’ve fallen into a labyrinth. If they can’t figure out where they are right away, they’ll hit their back button faster than the Cubs are out of the pennant race.
Professional web design is a critical component of a successful web presence. Make sure you select a web designer who’s going to bring the consistency and care to your design that will ensure your visitors feel right at home. Even if they’re not.