A landing page is a page on your website where visitors first land. Landing pages are different from your website’s domain page, as landing pages are created to drive customer action and are therefore focused on specific keywords and actions.
Landing pages need SEO to drive traffic to that conversion page, but they also improve SEO through keyword optimization and by creating new links on your website. Landing pages are a necessary element of SEO and conversion optimization.
What is a Landing Page?
A landing page is a website page focused on a specific visitor experience. Often, when someone clicks a link to a website, it takes them to a landing page rather than the website domain.
Landing pages provide targeted information and encourage a specific action from visitors who reach that page. These pages are optimized for user action, whether it’s buying a product or service, clicking to another page, asking for customer information (email, phone number, etc.), or some other desirable action.
Many landing pages are essentially sales pages: they use persuasive language and are optimized to try to drive the visitor to make a purchase or take a step towards customer conversion.
While SEO is important for ranking your website and driving traffic, landing pages are essential to convert that traffic into paying customers.
Purpose of Landing Pages
Landing pages guide the customer towards a certain desired action or actions. You can optimize landing pages to drive customers towards the action that makes the most sense for your business depending on your sales funnel.
Most websites have a range of targeted keywords and often have a variety of possible customer actions. If you direct organic traffic directly to your home page, they may not be sure what action to take or where to go next, resulting in a lower CTR and higher bounce rate.
A landing page can prevent visitors to your website from leaving without taking action. Landing pages target a specific set of keywords and specific customer actions. Optimizing your landing page will attract visitors who are interested in that specific offer, and improve the chances of them converting into customers by using clear calls to action and persuasive language.
Landing pages help target specific keywords on a page so that visitors interested in one service will be driven to that landing page, while traffic focused on a different product or service would be driven to another landing page optimized for that action.
Optimizing landing pages for specific keywords improves your overall keyword optimization, as you can include more specific, longtail keywords without keyword stuffing. It also improves the customer experience on your website, as a landing page clarifies the steps they should take through calls to action and clear website design.
A good landing page will improve conversion rates, as it should walk customers through the steps you want them to take.
Landing pages also make it easier to track those conversions. You can easily set up inline action tracking on that page, or create another landing page for when they complete the desired action and track conversions through page loads. Tracking conversions and adjusting your website based on how landing pages perform can improve your digital marketing ROI.
Landing Page SEO
So you’ve set up landing pages, but are they optimized for search engine traffic? Landing pages should improve conversion rates, but interested visitors need to be able to find that page first.
If your landing page offers a solution to a certain question or query, be sure that you make that clear in your keywords and content. Driving the right, targeted traffic to your landing page will improve conversions and SEO, as search engines want to send people to the most useful site to answer their search.
A landing page focused on a specific set of keywords needs to include more than just primary keywords and phrases. Aim to include longtail keywords to catch more traffic.
Landing page content should be search engine optimized. This is possible through keyword research and smart keyword use. Use keywords in headings, subheadings, meta descriptions, links, and throughout the copy on the page.
Without implementing unnatural keyword stuffing, you should include as many keywords and longtail variations to drive targeted traffic to that landing page. Work with an SEO company that can help you improve on-page SEO and drive traffic, leads, and conversions to your landing pages.
Landing Page Optimization
It is vital to optimize your landing pages not only for SEO, but for conversion optimization. Landing pages should be created with customer journeys in mind, as they should guide customers to your desired action.
Include concise calls to action that drive users to your desired outcome. The language should be persuasive and informative, but it should be clear what step the visitor should take next.
Good landing pages don’t look too busy or messy. This means that visuals as well as content should be simple and aesthetically pleasing. Create a clear, user-friendly page that makes it simple for visitors to navigate through the conversion process or to another page on your website. If you want visitors to complete a certain conversion, don’t distract them from that goal.
Make it easy for customers to convert. This means that the process should be on the same landing page, as redirecting them may lower the chances of conversion. If they have to fill out a form or provide information, make it as short as possible. Fewer fields will make it easier for visitors to convert, so only ask for information that you absolutely need.
Track Landing Page Conversions
Track the actions users take from your landing pages to adjust and optimize them for the highest possible conversion rates. Conversion tracking can be set up through Google analytics.
Tracking conversions and customer journeys can help you better understand why visitors take certain actions and how to guide them towards your desired goal completion. Keep track of how your landing pages perform and make adjustments to increase conversions.