The typical shareholders of your landing page are your colleagues in PPC, SEO and Design/Web Development. This angle is based on the type of visitors to your average web page. There is off course traffic from other sources like Social Media, e-mail and Referring Websites, but they are typically not as directly involved for changes to the website.

Fire Truck Passing and People Viewing

What you need to understand is the different point of view of each shareholder:

SEO responsible: Interested in good and relevant text on the website, covering the most important keywords targeted for that specific page. Often they have their main focus on increasing the amount of visitors to the site.

PPC Responsible: Interested in a clean and easy to understand website that focuses on the conversion. Often the most important target to measure PPC performance.

Designer/ Webdeveloper: Will have a strong interest in how the visitor comes from the homepage, via the category page(s) to the product page in order to make a conversion from here.

Visitor: Every angle is important but in the end it is the visitor who is most important. Each visitor though will be in a different stage of the customer journey. One visitor could already done his research and made up his mind and wants to buy. Another visitor ended up on the website through a random search on Google and sees the site and brand for the first time. A third customer knew the brand but not the product, coming in through the home page.

Check your statistics to see where the visitors of each page come from. Remember all shareholders and your customer’s point of view, be clear about your goals, understand the goals of your colleagues and make them aware they have the complete picture as well.