All Your Pages Are Potential Landing Pages

When we go into discussions with clients regarding optimizing key pages for conversions, much focus is placed on how to get the “last customer”, and how to get the next one quickly. Different websites have different models for conversions, but in all these models, your visitors will always have to go through a landing page to trigger a sale and complete a conversion goal.

So what is a landing page? There are many definitions for this term, but for practical purposes, we refer it as a webpage with the objective of getting visitors to “do something now!” Landing pages should be able to stimulate a rapid action – whether signing up for a free newsletter, contacting you for a service, or calling a phone number that is headlined in your content.

For websites that do not have a direct online product to sell i.e. traditional physical stores, mum-and-pop businesses; or have a comprehensive list of services that can’t be squeezed into one landing page, a good SEO campaign makes sure that every page in your site is a potential landing page.

The fact is, the less time visitors get to know what your site is all about, the more likely he is leaning to buy, call, or e-mail you. Here are some things that you can do in all of your pages to transform them into a potential landing page.

Squeeze boxes – placed neatly near your content, these boxes could have a field for their e-mail or a link to the contact page. You can even place the contact form inside the squeeze boxes so that they can write-in their questions without going to other pages.

Catchy Headlines – large texts that encourage people to buy should not only be limited to your home page. Since each of your pages exhibits intent, you could match the objectives of your page to write your headlines. At the end of the day, the objective of all pages is to make a sale.

Composed, Focused Message – Have you consulted a web designer that told you neat and simple is the way to go over flash-heavy, clunky websites? The same principle applies to your texts. You have to cut your wordage in order to drive your set of ideas. If you feel that there is a concept that can’t be explained by short texts, then go for the long-form texts but keep your content in the most logical way possible.

Repeated Call For Action – Simple things such as placing your phone number on your header rather than leaving it hidden in the contacts page will save a lot of time for potential clients. With all your pages, always give your customers a direct line to talk to you, so that whenever they find the slightest reason to contact you, you are right there waiting.

The right mentality that we should adapt is if you have one shot to turn a visitor into a buyer, what should you do? Think about it and then apply it to every single page in your website.

Effective website management starts with having a clear goal for the website. These goals could be as straightforward as “getting the most number of potential clients to call as possible”, or “get the most number of people to click my profile”. It is only natural to ensure that all your pages are in-line with your website’s goals. So treating every page as a landing page is the mindset we should take.