Remember that many visitors do not reach your site via your main page, I find often many visitors arrive from search engines not on the home page but on campaign landing pages (inside pages). The result of this is that me, as web-master, need to treat every page as the entry point to my site and aim to convert to action. Below I attach a checklist of questions you can use to check your landing page effectiveness against specific goals. 1. Generate response (online lead or sale and offline call-back) ??“ Does the page have a prominent call-to-action such as a prominent button above the fold, repeated in text and image form? 2. Engage different audience types (reduce bounce rate, increase value events, increase return rate) ??“ Does the page have a prominent headline and sub-heads showing the visitor is in the right place? Does the page have scent trail trigger messages, offers or images to appeal to different audiences? For example, Dell has links on its site to appeal to consumers and different types of businesses. A landing page containing form fields to fill in is often more effective than an additional click since it starts committed visitors on their journey. 3. Communicate key brand messages (increase brand familiarity and favourability) ??“ Does the page clearly explain who you are, what you do, where you operate and what makes you different. Is your online value proposition compelling? Do you use customer testimonials or ratings to show independent credibility? To help with this, use run-of-site messages (on all pages) across the top of the screen or in the left or right sidebars. 4. Answer the visitors' questions (reduce bounce rates, increase conversion rates) ??“ Different audiences will want to know different things. Have you identified personas and do you seek to answer their questions e.g. do you use FAQs or messages which say 'Are you a new customer'(so you can explain the proposition)? 5. Showcase range of offers (cross-sell) ??“ Do you have recommendations on related or best-selling products and do you show the full range of your offering through navigation? 6. Attract visitors through search engine optimization (SEO) - How well do you rank for relevant search terms compared to competitors? Do your navigation, copy and page templates indicate relevance to search engines through on-page optimization?