There is no doubt that landing pages are valuable, but they are not always necessary. What is always necessary, however, is making sure that every page on your business’s website functions as a landing page of its own.

A good landing page has a valid purpose. Therefore, every page on a business’s website must have a purpose. Owners should consider the purpose of each page on their website in terms of how the pages will help the online visitor. Many online visitors seek something that will help them improve their lives, which means pages should provide information users can use.

Every page must have a unique and valuable message. For example, a cafe’s ‘About Us’ page shouldn’t just be about the business itself; in between the information provided on this page should be a message that readers can use to help them make decisions.

Another example might be your business’s products or services page. This should include more than just details on your products and services or how great they are; there must be a message of how your business’s products or services can help make readers lives better. Don’t settle for pages of information when you can instead craft a message that speaks more closely to what the visitor truly desires.

A primary value of a good landing page is in its visual appeal. Line spacing, image placement, colours, headings and text breaks all contribute to making a landing page visually appealing to readers. All of those elements matter for a business’s website pages.

Businesses should think of different ways to present the content on a page in such a way that suits the message of that page. This might mean using two images instead of one, placing a call-to-action in a different location or using bolder font choices.

Finally, every page on a business’s website needs a call-to-action for the visitor to take. When a visitor finishes reading the content on a page that has no call-to-action button, they are left with nothing to do and nowhere to go.

The most likely scenario is the visitor will go back to the website’s home navigation to figure out what to do next. At worst, they’ll leave the site because there was no obvious action to take.

But businesses can guide visitors to take the next step by spreading different calls-to-action throughout their website’s content. Make sure you always provide users with the next step and make it clear exactly what it is they need to do to take it.