There are really two meanings to the term “landing page.”
Each one answers a different question.
Question #1: Where do people go on my website?
Not everybody who looks at your website starts on the Home page. Some people may go directly to your blog. Others may start on the page where you advertise your jobs. Partly, it depends on the search term that brought them to your website to begin with.
A “landing page” can mean the first page the visitor to your site sees. You can track each visitor’s journey from the landing page to the last page they look at before leaving (the “exit page”), and everywhere in between, using Google Analytics.
Why would you want to know where people go on your website?
- To make your website more useful to your audience. If visitors read your About page and then leave–it is both their landing page and their exit page, so you have a high “bounce rate“–you might want to make that page more enticing. You’d rather have them explore your site and get to know you better.
- To nudge your audience toward where you’d like them to go. You probably came to www.dennisfischman.com today just to read this blog entry. You might not even know that the blog is part of a larger website, or who I am. But knowing that the blog is a lot of people’s landing page, I’ve given you a lot of other things you can do on this page:
You can do the same. Pretend people who visit your site are tourists. Give them maps, guides, free gifts, and other reasons that make them want to stay longer and explore.
But “landing page” can also mean a stand-alone web page designed for a single focused objective. It can answer Question #2: How do I make it easy for people to sign up for something? We’ll explore that on this blog tomorrow.