Your landing page is your dating site's registration page. This is where you will drive your traffic to, with the aim of getting them to register for your site.
Your landing page, sometimes referred to as your lander, homepage or splash page, is a single web page that appears in response to clicking on a marketing campaign's URL. This is where you will drive your traffic to with the aim of getting them to register.
An example of a landing page is: https://www.justsingles.com/
For more information on what to include on your landing page click here.
Landing Page Variants
You don't have to have just one landing page for each of your dating sites. Sometimes it is more effective to have a number of page variants for each site depending on your acquisition method.
You may also have landing page variants depending on your audience demographic. For example, it may be more effective to have a landing page with a young couple's image and target your marketing to a younger audience separate to a landing page with a mature couple's image, targeting a more mature audience. This will boost your conversion rate as your traffic will have a much more tailored experience if they are sent to the landing page that is relevant to them.
PPC landers for example are ofter less content heavy and don't include login buttons. This page will simply be for driving new registrations and to achieve this you want minimal distractions to ensure you get to your end goal - a member registration!
SEO landers on the other hand will be much more content and link heavy to ensure a strong SEO presence for organic traffic. This content and link structure will boost your sites presence in search engines and drive traffic to the site, without the need for paid search ads (PPC).
When creating multiple landing pages for a site, you will need to ensure the URL for the site is varied for each and utilises tracking parameters. This allows you to measure the effectiveness of each specific landing page with each campaign. Some will work better than others, and this gives great opportunity for testing, allowing you to optimise your landing pages moving forward.