A landing page is a standalone webpage that a visitor reaches after clicking on a link from an email, Google ad, or social media post. Unlike pages filled with menus and endless links, a landing page is intentionally designed with one goal: converting visitors into action-takers, whether that’s subscribing, downloading, purchasing, or booking.
But what is a landing page beyond just a conversion tool? When crafted effectively, it is also a powerful asset for boosting your SEO performance.
Let’s break it down step by step.
What Exactly Is a Website Landing Page?
As mentioned, a landing page is a standalone webpage built with a clear, focused purpose. It is specifically designed to guide visitors toward taking a single action, like subscribing to a newsletter, making a purchase, downloading a resource, or registering for an event. The layout, content, images, and call-to-action (CTA) are all carefully chosen and aligned to support this singular objective.
What sets a landing page apart from other pages is its emphasis on conversion. It doesn’t have multiple links or distractions that might take the visitors away from the main goal. Instead, it keeps their attention focused on completing the desired action. This makes landing pages essential for marketing campaigns, promotions, or any effort to generate leads or sales.
Landing Page Design: How to Build a Landing Page
Building an effective landing page takes more than slapping a headline on a blank canvas. Certain elements set top-performing landing pages apart. Here are the essentials:
- Headlines That Speak Loud and Clear
Your headline should grab attention and convey value instantly. It’s often the make-or-break factor in whether someone stays on your page or clicks away. Instead of generic phrases like “Get Started Now,” use specific offers like “Save 50% on Your First Month—Today Only!” Also, the headline must align with the content of the email, social media post, or ad that attracted visitors to the landing page. It should meet the expectations they had when they clicked the link.
- Crisp, Engaging Content
Every word on your landing page should work toward its goal. Address the visitors’ potential pain points and clearly explain how your offer solves them. Make your content engaging and interactive, but avoid unnecessary fluff. This is where precision and intention matter most.
- Visuals That Support the Message
Humans are visual creatures, and compelling images or videos can make your landing page more appealing. However, they shouldn’t just look pretty—your visuals should help reinforce your message or make your offer clearer.
- A CTA That Commands Attention
Your call-to-action (CTA) is the driving force of your landing page. Make it bold, noticeable, and action-oriented. Phrases like “Download My Free Guide” or “Start Your Trial Today” convey urgency and a clear benefit.
When these design elements are strategically implemented, they don’t just enhance user experience—they also significantly boost SEO performance.
Why Landing Page SEO Matters
While the primary focus of landing pages is conversions, they also help with SEO. A well-optimised landing page can improve your rankings on search engine results pages (SERPs) like Google and bring in organic traffic. Here’s how:
1. Targeted Keywords
Landing pages allow you to hone in on specific keywords that align with user intent. For example, a cleaning service could create a landing page optimised for “best cleaning services in Sydney” to capture high-intent searches.
Use keyword research tools to identify high-value phrases with clear intent. Sprinkle these throughout the landing page naturally—in headings, subheadings, and even image alt tags—without overstuffing.
2. Better User Experience = Happier Search Engines
Fast loading speeds and easy navigation are non-negotiables for a great user experience (UX). If your landing page offers these, search engines will take notice.
Google’s algorithms are tuned to prioritise content that aligns with user expectations, and landing pages tick all those boxes. Landing pages, by design, are focused and easy to navigate. There’s no second-guessing where to click or how to find what’s promised.
3. Reduced Bounce Rates
Lower bounce rates signal to search engines that your page is relevant and engaging, which can improve its search rankings. A well-designed landing page grabs attention immediately and holds it long enough to achieve its goal—a click, a form submission, or a purchase. So, when users find what they need quickly and easily, they’re less likely to bounce off your website.
4. Backlinks That Boost Authority
If your landing page offers something unique or valuable—like a research report, a discount, or an exclusive guide—it can attract backlinks from other websites. These backlinks not only drive more traffic but also tell search engines your page is worth recommending.
- A quick tip: Promote your landing page through email campaigns, social media, or collaborations with bloggers and influencers.
Landing Page Optimisation Tips for SEO
How do you build a landing page that drives results from an SEO standpoint? A great landing page doesn’t just happen—it requires strategic optimisation.
Use these strategies to enhance your page’s SEO without its main purpose taking a backseat:
1. Optimise Meta Tags
Write attention-grabbing title tags and meta descriptions featuring your target keywords. For example:
- Title tag: “Affordable Cleaning Services in Sydney | Get a Quote Today”
- Meta description: “Looking for reliable cleaning services in Sydney? Book a hassle-free service with our professional team. Get your free quote now!”
2. Add a Few Internal Links
Link your landing page to other relevant pages on your website (and vice versa) to improve navigation and SEO. For example, a landing page promoting a skincare product could link to a blog post about the benefits of its key ingredients. This helps search engines understand the relationships between your content and keeps users exploring your site longer.
However, remember not to put a lot of internal links on the landing page. That way, you can help the visitors focus their attention on a single call to action.
3. Use Schema Markup
Structuring your data using schema markup helps search engines understand the context of your content. Doing so can significantly improve your page’s visibility in SERPs. Consider using structured data for offers, FAQs, or reviews.
4. Optimise for Mobile
Over half of all web traffic comes from mobile devices, so ensure your landing page is mobile-friendly. Pages that load slowly or look clunky on smaller screens are bound to underperform. Use responsive web design and test your page across multiple devices to ensure a consistent experience.
5. Track Performance
Track your landing page’s performance using tools like Google Analytics and SEMRush. Metrics like time on page, conversion rates, bounce rates, and traffic sources can help you tweak and improve your strategy over time.
Types of Landing Pages and Their Purposes
Different types of landing pages serve specific purposes. Let’s look at three common types and their ideal uses:
1. Click-Through Landing Pages: Simplifying the User Journey
These pages guide visitors to the next step—be it a product page or sign-up form. They include just enough information to spark interest and prompt action.
- When to use it: It’s perfect for paid ads or campaigns focused on driving visitors to a specific spot, like a product page or sign-up form.
2. Lead Generation Landing Pages: Gathering Contact Info
A HubSpot survey reveals that nearly half (43.6%) of marketers consider lead generation their top priority for landing pages. Lead generation landing pages aim to gather user details in exchange for something valuable, such as a free eBook or discount. These pages focus on simple forms with compelling offers.
- When to use it: It’s great for building an email list or generating leads for future outreach.
3. Product-Focused Landing Pages: Driving Sales
These pages focus solely on one product, showcasing its features and benefits with a clear call to action, like “Buy Now” or “Add to Cart.”
- When to use it: It’s perfect for launching a product or showcasing special offers and limited-time deals.
Advanced Landing Page Strategies for SEO Success
To maximise your landing page’s effectiveness, consider these advanced strategies that enhance user experience, improve SEO, and drive conversions:
- Integrate Video Content
Video can boost engagement and is favoured by Google, potentially improving SEO. Keep it concise and relevant to your offer. - Optimise for Voice Search
Voice searches are more conversational. Use long-tail keywords and natural language to suit voice queries. - Use Exit-Intent Popups
Trigger popups when visitors try to leave, offering discounts or collecting emails to increase conversions. - Leverage Content Personalisation
Tailor content based on user behaviour or location to provide a more relevant experience and boost engagement. - Improve Page Speed
A fast-loading page is vital for SEO and conversions. Optimise images and scripts to ensure quick load times. - Utilise Progressive Disclosure
Show information gradually to avoid overwhelming users and streamline their experience. - Offer Clear Incentives with Urgency
Use time-sensitive offers or countdown timers to create urgency and prompt immediate action.
Need Help with Landing Pages?
At Canty Digital, we specialise in designing landing pages that do more than just catch the eye—they’re built to drive meaningful results. Whether you’re launching a new campaign, giving your website a makeover, or looking to optimise your current landing pages, our team of digital marketing specialists is here to support you.
Ready to start turning clicks into customers?
Give us a call, and let’s get started on creating landing pages that generate results.
