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A bridge page is a type of landing page that educates visitors about a product or service before redirecting them to a sales page. Affiliates use bridge pages to educate, build trust, and establish credibility with potential customers before sending them to the sales page where they complete the transaction.

Difference Between a Bridge Page and a Doorway Page

Bridge and doorway pages are often used interchangeably when referring to pages that funnel visitors from the search results page to a sales page. While a bridge page may sometimes be a doorway page, this is not always so.

A bridge page is designed to provide value to visitors and guide them to a sales page, while a doorway page is unhelpful and created to manipulate search results pages. Doorway pages appear on search results pages for specific keywords but then redirect the visitor to entirely different content.

Doorway pages are generally considered black hat SEO and can cause Google to penalize your site. On the other hand, bridge pages provide helpful information that guides visitors in reaching a decision. However, low-quality bridge pages may be considered doorway pages.

How Bridge Pages Work

The typical affiliate marketing sales funnel looks like this:

• The visitor clicks the affiliate’s link from an ad, search results page, or some other sources
• The visitor is directed to the bridge page where they learn about the product or service and are warmed for the upcoming sale
• If the visitor decides to proceed with the transaction, they click a link to the sales page where they purchase the product or service

Bridge pages are intermediaries between an ad, email, video, podcast, or webpage and a sales page. They are the “bridge” that takes visitors from a page or piece of content to the page where they complete a transaction.

The bridge page acts as a funnel that captures the interest of users who click the links in a piece of content. It educates the visitor, shows them the benefits of the product or service, and convinces them to purchase it. 

For example, if a visitor searches for “best running shoes,” they might land on a bridge page created by an affiliate. This page will provide valuable and relevant content, such as a review of multiple top running shoes and links to sales pages where visitors can purchase them.

Why Affiliates Use Bridge Pages

Affiliates have no control over the sales page where visitors purchase the good or service. This means that affiliates would have to rely on the copy on the sales page to convince the visitor to make the sale. In other words, it leaves the affiliate at the mercy of the seller or merchant. 

Affiliates want to have greater control over the transaction, so they use bridge pages to increase their chances of converting the visitor into a customer. This is crucial, as affiliates are paid based on the number of sales they generate.

So, bridge pages allow affiliates to increase the sales they generate for the merchant and the commission they receive from such sales.

Bridge pages also allow affiliates to collect the visitor’s email and phone number for future follow-up. This allows affiliates to remarket to visitors not ready to purchase and market related items to visitors who visit the sales page.

Multiple advertising platforms also have guidelines for how advertisers use their platforms. For example, Google and Meta do not allow affiliate links in ads published on their platforms. Affiliates get around this by directing visitors to a bridge page. They then send visitors to the merchant’s sales page using their affiliate links.