Homepages Have Died: The Rise Of The Landing Pages On Websites

Landing Page

Landing Page

How are you directing people to your website?

Let me count the ways. Holler if you see one that does not need its own landing page:

  • Google search engine
  • Google Adwords or advertising campaigns social networks
  • SEO campaigns
  • Link referenced

Do you see any? Maybe you’re thinking it might be … “Google search”?

Here’s the problem. It was actually a trick question – there is no reason to have any other page on your site, aside from the landing page.

This article will show why each traffic sources must reach an optimized landing page and explain, part by part, why the homepages are dead. I will also give some tips on how to optimize web pages linked internally (about us, contact us, etc.).

Let us begin!

Google search engine

Even the Google search traffic should be sent to a landing page.

If someone writes the name of your business on Google you should ask yourself the following questions:

  • Who is this person?
  • Why they would write the name of my business on Google?
  • When you get to my homepage, what do I want to do?

Actually, there are two possibilities. He is someone who has heard of your company and want to know more about it, or, a customer seeking to enter or go to a specific page of your site.

If you are an existing customer you should optimize, very simply, how they log on. Add a link on the top right of the landing page that says: “Already a customer? Between here. “Or,” Already a customer? Continue to the pages of our products. “

If you are looking to learn more about you, then that is exactly the kind of person that you send to a landing page.

Below is an example of a landing page for someone who comes from a simple search on Google to “homepage” of Influenster.

Google homepage Adwords and advertising campaigns on social networks

Your ad campaigns should be built around the corresponding landing pages.

Send ad traffic to your homepage means you’re leaving money on the table. It means you’re splitting the attention of your visitors in different ways.

Related articles: Create The Perfect Landing Page To Get More Conversions

Let’s put it another way …

My girlfriend loves yogurt. But, as anyone lucky enough to live in a first world country knows, there are a lot of choices of yogurt. Have all gotten fruit flavors and future, percentages more complicated than the US economy fat, and that’s before you think about all the different brands.

Sometimes I take the car and I turn the whole shop to get to the same point where I left my girlfriend. The meeting in refrigerated food aisle, wandering up and down, grabbing options and returning them to put in place.

There is a psychological term for this. It is called “information overload” and occurs when you are so stimulated that your body just “off” or closed to possibilities. Like when you open a textbook and your eyes get teary immediately.

Too much content, not enough head.

A landing page breaks with information overload. It provides a unique possibility of yogurt – you were looking for before you throw 1000 WalMart options.

And that’s why you need one, especially for an advertising campaign.

If someone writes “plugins landing pages WordPress” on Google and your ad appears, but then just send people who click on your homepage, you’ll be just hoping they find their way to the product page by themselves.

But most likely will not. It will happen one of two things: 1) They will be frustrated by not being able to find exactly what they are looking for and immediately come out of the page or 2) distracted by your About Us, Careers page or blogs, then will of your page.

So here’s the solution:


SEO campaigns

Most active companies with inbound marketing strategy have a list of keywords that focus. They have determined what you want your target audience and create content SEO optimized to appear when they do.

Say you have five keywords SEO, and are ranked on the first page with a couple of articles and pages of your website.

Related articles: Fire Your Online Sales By Attracting Your Potential Customers

Whatever the URL highest ranked for your keywords, should be optimized with optimization strategies landing pages.

Why do you think the article “52 Tips for Instagram”, which ranks in first place in the search term “strategies Instagram” has a call to action so prominently record at the top of the page? Or why it has been added to the pop-up scroll 30% page offering a free trial?

Why do you think the landing page “Pinterest Contest”, which ranks in sixth position for the search term “Pinterest Contest” is not limited to send people to the home page?

One of the developers of Wishpond used the API tool Google “custom search” to quickly and easily create a search tool that shows where our qualified for our different keywords domain. To see step by step how they created a custom search engine (where you can choose which sites gives results), click here. If you want to see how we did it ourselves, let me know in the comments section and see what we can build for you.

Referenced Links

You do not control all links to your website. It can not. You can try (and using UTM codes in your social networking publications, answers your Q & A, and contributions by your guests help you see how people are coming to your page) but will not make it.

People will cite your articles and e-books. You will link from reviews on other websites and share the content of your blog without clicking icons Share.

So how can you be sure that, no matter what people click link to get to your site, the page that is optimized to reach a specific goal conversion?

Optimize all.

  • Have a navigation bar at the top of each page of your site that has a contrasting button call to action for your main goal conversion.
  • In the pages of “features” or “products” with more than one section you should have several buttons call to action that will drive visitors towards the same goal conversion.
  • Returns to format the text of your site so you can easily read (bulleted section icons, etc.) Put in bold type or encapsulates the information you want to highlight from the others.
  • It includes customer testimonials for (and specific) every part of your service. Select a different product for each page testimony and customer service, careers, etc.

Related articles: Organizing Events: Keys To Success

Tip: If you are unsure of where to send people, use your pricing page. It is the “end” of your funnel. Make A / B test your pricing page, and constantly optímizala to make sure it best.

Optimization strategies for pages that may think they do not need

Then we have those pages we can think of that does not matter much to optimize. They are not directly part of your “funnel” of sales, so why should you optimize for conversion?

That question is ridiculous, why not optimize? What you lose with it? Think about what you could potentially win.

We’re talking about your …

  • About Us page
  • Careers page
  • Partners page
  • Affiliate Page
  • Contact page
  • Etc.

Still you want some people when they visit these pages. You want to contact your support team to solve a problem they are having, talking about registering, or talk about prices. Want to apply for a job opportunity, they become affiliates or create a mutually beneficial partnership.

These are the goals of conversion, people. We will optimize accordingly.

Dell (a company that has more than 1,000 landing pages) increased 300% in conversions when tested against pages that were not optimized.


I hope this article has changed your thinking about your website. Everything can be optimized for conversion.

The statistics are quite strong in this regard: the more you have landing pages, generate more leads, get more traffic and better return on investment you receive from online marketing.
If you need a hand setting up your landing pages for your site, or optimizing the pages you already have, do not hesitate to contact in the comments section!


Devendra Singh

Director, Content Strategy at Digital Marketing Trends. I develop, evaluate, and improve the company's content strategies. Providing a big online presence for SMEs and StartUps.