Why Stop at One Contact Form? What Is a Landing Page?

A traditional website has one way to arrive and normally one way to leave. The majority of traffic is directed at the homepage, which is usually the most carefully crafted page, and there are clear pointers to some kind of contact form for collecting leads. There is nothing really wrong with this approach however it does not reflect the way people use the web and it does not generally provide the site owner with the best chance of converting site visitors into customers.

Unless a site visitor types your domain name into their browser or clicks on a pay per click advertisement there is often little chance that the first page they see is going to be your homepage. Many of your other site pages are going to be more keyword rich and will appear in search results more readily. What this means is that many site visitors are going to be landing on less carefully crafted pages when they first visit your site and if these pages do not contain what they are looking for they may leave without benefiting you at all.

Recognising this and modifying your site accordingly can deliver substantial benefits to your business. One of the best ways to do this is by creating a number of custom landing pages. A landing page is a page that you intend visitors following certain keywords or advertising campaigns to land on when they first reach your website. These are generally keyword-rich pages targeting reasonably specialised areas.

The imagery and text on these pages are all geared towards a certain type of visitor. A landing page will typically contain a contact form and other calls to action for this type of visitor. It will typically contain your contact details. The aim of a good landing page is to convert site visitors without them needing to visit any other part of your website.

Landing pages are about doing the most with your hard won traffic and ensuring you are converting as many site visitors into customers as possible.