When designing your website, it is important to take into account the way that users will land there. 

Google and other search engines have ever-advancing algorithms which bring users to your website pages. Very often, search engines will serve inner pages
to your users based on the direct relevance to their search query. Businesses are good about taking this into account when creating landing pages for
internet advertising and social campaigns, but are you considering that every page on your website could potentially serve as a landing page?

Make sure that you design each page of your website to take into account that users who don’t know your company may end up there directly from an internet
search. Is your branding clear? Does each individual page have a clear topic it focuses on and do the headlines and text all relate to that topic?
 Can the user quickly dig deeper to all relevant further information directly from that page via text links and clean navigation?

You want to make sure that you don’t lose users by having pages that are all over the map on subject matter and don’t make it clear what the next steps
are that a user should take to get more information or to reach out to your business. By viewing every single page on your site as a landing page to
be optimized you can improve your conversions and make your site more appealing to the search engines.

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