Landing pages have long been central to content marketing; the idea is to develop small, individual Web pages that are narrowly focused on accomplishing one specific goal—converting users into clients, most often.
There is a new way of thinking about landing pages, however—a new mindset that suggests every page on a company website should be a landing page; every page should be specific and purposeful and attempt to convert users into customers.
How can you accomplish this, though? There are a few strategies that are important to making every page function as a landing page.
Make Every Page a Landing Page
First, make sure every page has a purpose. Basically, you should think of your website as a resource for visitors. Every page of it needs to offer value; it needs to help your user in some way—so how do the pages of your site help the visitor? If you can’t answer the question, maybe some of those pages need to go.
Align every page with your central branding. Are you branding your company in terms of thought leadership? Its small-company nimbleness? Affordability? Every page of your site should reflect that central branding message. For example, your About Us page shouldn’t just be a corporate history; it should underscore those branding points that are central to your marketing.
Give every page a goal. Having a purpose isn’t enough; your pages should also have goals. They should lead the visitor to a new level in the sales funnel—whether that’s getting them to read your blog, order a product, or pick up the phone and call you. Give each page an end game.
Ensure easy navigation. In leading visitors through the sales funnel, it’s important to provide easy ways for them to move from one page to the next, and to get supplemental resources as needed; this means sleek layout, but also smart internal and external linking. Provide readers with resources, but don’t distract them from the central topic and purpose of the page.
Finally, and most importantly, don’t forget the landing page basics. Every page of your site should have two key elements to ensure its landing page efficacy—full contact information for your website, and a strong, clear call to action. These elements are non-negotiable.
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