On the Landing Page, all text relates to the theme of the page. If your firm offers legal services in estate planning, business valuation and employee stock ownership plans, you might have an individual landing page for estate planning, another one for business valuations and a third for ESOPs ... Keywords for the page (worked into the visible text as well as the HTML meta tags) related to the topic of the page only. ... Many visitors enter the site through the landing page, find what they seek and contact your company for the product or service described on that page.