We’ve all heard about landing pages and now every one is at it …. building those landing pages and watching their conversion rate hopefully go up. Great!

But why not take advantage of the situation as well as beat the search engines (Google) in their own race? Why not serve your visitors with a custom visit experience? “Landing Path”.

Here is what I mean.

You already know what search term your visitors typed in to find you, right? Based on that keyword we serve them with a custom landing page that hopefully has the words they used within the copy. But why stop there? If you dig deep enough, you’ll gather behavior pattern of your visitors based on the keywords they use.

If those that use “keyword A” are usually interested in more educational info, why not structure their path to satisfy their thirst? Just emphasize on things they are usually looking for.

If visitors who use “keyword B” are usually interested in the price of your product or service … don’t B.S. them with info they don’t want to see at the beginning. Just emphasize on the comparison chart or pricing and benefit page.

Look … this idea can be applied differently because target markets are different and websites are different. The main point here is to not just stop at the landing page, but go further into “targeted serving”.

What do search engines have to do with landing path? Particularly Google?

Did you hear how in the future there will be less click fraud? That’s because Google will eventually serve their search results based on complex demographics (age, gender, surfing pattern, location…) So that competitor might not even see the ads of his competitors because he doesn’t fall into the “target” category.

Learn from Google and do this now. Landing path is the way to go for even higher conversion and relevancy.