Treat each page as a landing page…because it is.
I read through a forum discussion the other day that started out by asking the question “What is a landing page?”.
There were lot’s of well thought out answers and opinions. Some good answers on how to create a landing page. Some on how to optimize existing landing pages. Some links to good examples and software to get the inspiration going.
Surprisingly though, not one person answered that EVERY page is a landing page.
So I thought I would share my thoughts on this.
If you manage a website or blog and you’re not treating every single page on your website or blog as a landing page, you’re missing out on a very effective content strategy.
By changing your content strategy to include some sort of call to action on every single piece of content your website, you engage your reader more effectively. That’s not to say that each paragraph should be followed by a glaring call to action button however.
Since I do design work, let’s talk about a pretty standard content page – the designer portfolio.
In this screenshot, we see a segment of SpoonGraphic’s work. (All images are copyright of http://www.spoongraphics.co.uk ).
Most design portfolios do something almost identical to this. It’s a gallery page designed to showcase a designer’s work. It gives the reader a quick look at each project and provides an indication of whether this particular designer may fit their design needs. It’s pretty straight forward and accomplishes it’s content goal.
However, no taking away from the above, these pages can be made more effective with one tiny change. Take a look at the screenshot below:
Assuming that a designer wants more work, by simply adding a call to action to the page that shows off their talents, they make that gallery/portfolio page even more effective. It’s a subtle change in the content strategy that can provide a pretty significant boost in any websites performance.
Do you have any other ideas on how to improve on content strategy? Leave a comment and let us hear them.Tweet