What is a Landing Page?

‘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.)



Establishing trust

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.

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Jamie Spencer

My name is Jamie Spencer and I have spent the past 10 years building money making blogs. After growing tired of the 9-5, commuting and never seeing my family I decided that I wanted to make some changes and launched my first blog. Since then I have launched lots of successful niche blogs and after selling my survivalist blog I decided to teach other people how to do the same.