B2Bridge

Dave J has a good post on landing pages versus landing paths.

Wouldn't an urban rather than airport analogy work better? If websites are cities, we can think of pages as buildings and navigation as roads.

Landing pages become the gates to the city, and landing paths the avenues into the city.

But websites are tourist destinations rather than residential cities. So make sure major attractions (your white papers) are easily found. And find mechanisms for return visits, with the eventual goal of turning visitors into residents.

We do not want to draw the analogy too far, but it works for a few more points. A city:

• never sleeps
• has always some part under construction
• can have a high crime rate (spam) in certain areas. Police it to keep the crime rate low

Find out which 'cities' your users come from, or go to from your website. And consider which roads and avenues to build.