A landing page is a page designed for a specific goal (lead capture, sale, or content engagement). Optimize landing pages for relevance, speed, and clear conversion paths.
Why a Landing Page Matters
A landing page is crucial for SEO and digital marketing because it is a direct path to a new customer. The main goal of a landing page is to convert a visitor into a lead or a customer. A well-designed landing page with a single, clear call-to-action (CTA) can be much more effective at converting visitors than a busy homepage with a lot of distractions. For SEO, a landing page that is highly relevant to a user’s search intent can rank higher in search results. This can lead to a significant increase in organic traffic, a higher click-through rate, and more conversions.
Across Different CMS Platforms
The management of a landing page is a content and technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily create a landing page by using a variety of plugins. A good plugin can help you create a landing page for your lead magnet, a form to collect a user’s information, and an email automation system to send the lead magnet to the user.
Shopify
On Shopify, it is a powerful tool for your e-commerce store. You can create a landing page that is relevant to your products, such as a buyer’s guide or a checklist. This page can also be used to collect email addresses for your email marketing campaigns.
Wix
Wix has a streamlined, user-friendly system, and you can create a landing page by using the platform’s native tools. You can create a landing page for your lead magnet and use a form to collect a user’s information.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated landing page strategy. You can use it to create a perfectly structured landing page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your landing page’s performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use it will depend on your industry and your goals.
E-commerce
E-commerce sites can use it to attract a wide range of customers. A site that sells running shoes could create a landing page that is a buyer’s guide for “How to Choose a Running Shoe.”
Local Businesses
Local businesses can use it to attract local customers. A plumber in Dubai, for example, could create a landing page that is a checklist for “How to Prevent Common Plumbing Disasters in Your Home.”
SaaS Companies
SaaS companies can use a landing page to attract a wide range of customers. A company that sells project management software could create a landing page that is a whitepaper on “The Best Project Management Tools for Small Businesses.”
Blogs
Blogs are a great way to capitalize on a landing page. A blog about cooking can create a landing page that is an e-book on “The Best Sourdough Bread Recipes.”
Do’s and Don’ts of a Landing Page
Do’s
- Do have a single, clear call-to-action (CTA). The goal of a landing page is to get a user to take a specific action. A single, clear CTA is the most effective way to do this.
- Do use a clear, compelling headline. The headline should tell a user what your page is about and why they should care.
- Do use social proof. Social proof, such as customer testimonials or reviews, can help to build trust with a user.
Don’ts
- Don’t use a lot of distractions. It should have a single goal. Avoid using a lot of links or other distractions that could take a user away from your page.
- Don’t use a long, complex form. A form with a lot of fields can lead to a low conversion rate.
- Don’t ignore the importance of a brand. The Knowledge Graph is a key part of your brand’s reputation.
Common Mistakes to Avoid
- Failing to do keyword research: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on a single keyword: This is a risky and outdated approach.
FAQs
How is landing page different from a homepage?
A homepage is a general page that provides a broad overview of a website. A landing page is a standalone page that is created for a specific marketing campaign and has a single goal.
How does landing page affect my SEO?
It can help with your SEO by attracting organic traffic and by building a stronger backlink profile. A high-quality landing page can be a great way to get a backlink from a relevant website.
What is the difference between landing page and a lead magnet?
A lead magnet is a valuable piece of content that is offered for free in exchange for a user’s contact information. Landing page is a page that a user lands on after clicking a link. A lead magnet can be offered on a landing page.
Can landing page rank in search results?
Yes, landing page can rank in search results. A landing page that is highly relevant to a user’s search intent can rank higher in search results.
What is the best way to optimize a landing page for SEO?
The best way is to have a single, clear call-to-action (CTA), a clear and compelling headline, and to use a variety of keywords that are relevant to your content. You should also ensure that your landing page is fast and mobile-friendly.