The Most Important Page on your Website

The Most Important Page on your Website

Dennis van der Heijden
April 6, 2015
Conversion Optimization

Do you know what the most important page on your website is? Although most internal stakeholders’ attention is on the homepage, and most of the time, marketers spend much of their time on that page for their web design project, it is actually not the most important page of your site. In terms of marketing, the landing page is the most important page in your website.

In his recent podcast, Bobby Hewitt of Creative Thirst conveys Convert‘s thoughts about the most important page on a website — the landing page. The landing page is the first page that visitors see when they enter your website. It provides each user with the website’s first impression. In most cases, you can either win the customer over, or lose the customer altogether, in those few seconds that they spend on your landing page.

Most Important Page

How to Have a Successful Website

There are several ways to have a successful website. Just like any business, an online website relies on marketing and advertising. If your business’s website is guided by a certain formula, you should probably also know the AIDA formula. The AIDA abbreviation stands for:

  • Attention
  • Interest
  • Desire
  • Action

If we take a look at these four steps, one of the first things you will notice is that getting someone’s attention is the most important thing. After that, you need to get people’s interest on your product. You should attract them and make them want to purchase your products. Once you are done with that, you need to create a desire and make the customers feel the need to buy the product. The final step is when the customers take action and decide to buy your product.

[Tweet “Around 52% cite lack of knowledge of landing page optimization best practices.”]

The Key Ingredient of a Website

According to this formula, the homepage of your website only holds second priority. And which page comes at the first place? The first step of the AIDA formula is attention, so the first and most important page on your website is the promotions page. This is the page where you promote your product to raise the awareness of your product. It also helps bring new visitors to your website and further purchasers. When a visitor comes to your website, the first thing he’ll see is the homepage, and then the customer will start to search for something relevant to him. According to Marc Hindley’s article “The Most Important Pages on your Website“,

“What do you think are the most important pages on your website? The home page? The ‘About us’ page? Your product pages? No. The most important pages on your website are landing pages. And the chances are, you probably haven’t got any.”

Another important page in your website is the ‘’Thank You’’ page. Every business owner should have this page, which appears right after a customer completes a purchase, completes registration, or a fills out a contact form. You should really try to make it look good, but always be careful not to make it persuasive. Most of the business owners make a huge mistake with putting a lot of text on this page. It shouldn’t say anything else but a simple ‘’Thank You’’. If you want to find out more, you can check us out in Convert.

Originally published April 06, 2015 - Updated April 05, 2015
Dennis van der Heijden
Co-founder and CEO of Convert.com passionate in building communities that care. Trying to make that happen inside and outside Convert. I love working with my team to make our A/B testing software better for agencies and e-commerce clients.
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