Is it possible to know exactly what page a visitor lands on when they come across your site? With the help of statistical tools, the answer is yes. Seth Godin goes talks about the landing page causing one of the following five actions:

  • Get a visitor to click (to go to another page, on your site or someone else’s)
  • Get a visitor to buy
  • Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
  • Get a visitor to tell a friend
  • (and the more subtle) Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback

From my experience with web development, these five actions are correct, but they don’t apply to only that one page you designate as the landing page.  They apply to every page on your website.  As such, when designing your site you need to make sure your visitors have the ability to navigate to other sections/pages with ease in order to keep them interested in viewing your site a little longer instead of going to another web page.

For your website(s), do you have a designated landing page or do you treat every page as one?

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