‘Landing page’ is a generic term for the first page a person sees when linking to a website.
The landing page may be the homepage, but due to the use of search engines, it is increasingly likely to be a content page.
From the perspective of search engine marketing, a landing page contains content designed (optimised) to achieve a high search engine relevancy ranking. (A high relevancy ranking means that the webpage will be listed within the first page of a search result.)
What makes a landing page unique is the potential for uncertainty in the mind of the user. Each time a person visit a new or unfamiliar website they are effectively ‘venturing into the unknown’.
This uncertainty can be minimised by building web-brand credibility.
For example, if a person is familiar with Amazon, a banner ad promoting a new book available from the Amazon website may be considered a ‘safe-bet’. The person’s prior experience, or awareness of Amazon reduces the need for the landing page to establish trust.
When creating a landing page for a campaign, consider:
- repeating the images and copy used in attractor devices (such as print advertisements or banner ads)
- providing links from the landing page to content pages that introduce the organisation, its services and any applicable policies
- providing links from the landing page to similar products or services
Orientation: Helping people figure out ‘where they are’
“…any webpage may be the first page viewed.”
The concept of a landing page is important to keep in mind when designing a website; any webpage may be the first page viewed.
Clear navigation and way-finding cues can help to orient the (presumably dazed) person to their new surroundings.