Landing pages are often the most important pages on your website. After all, they’re designed from the very beginning to attract topically-relevant traffic from the search engines, track that incoming traffic, and ultimately, to guide searchers through the process towards becoming your customers or clients.
The challenge comes in actually writing landing pages that work. Here are a few tips we can share with you that are intended to help make the process a bit less intimidating:
Start with a solid high-demand keyword. It sounds repetitive, but this is a vitally important common theme in web writing—each article should be focused on a specific keyword topic. By working with a specific keyword or keyword phrase in mind from the very beginning, you’ll be writing focused content that’s driven to attract visitors naturally for the topic it covers.
Write the landing page copy. Talk about the topic. Provide relevant information. Most importantly, stay on topic. The tighter the niche you can cover with your landing page copy, the better!
Be sure to point your landing page to the rest of your site. Most websites use quality landing pages to direct (a.k.a. “funnel” in web terminology) visitors to the most important parts of their sites. For example, an informational landing page might provide relevant details on the niche subject that the visitors are clearly searching for. Then, it directs those who are interested and follow the copy to one of your high-conversion pages to encourage the visitor to take the next action.
Go back and edit for keyword prevalence last. Sometimes writing to use the keyword phrase you’re optimizing your written content for can be a distraction to say the least. To overcome this obstacle, from the very beginning, be certain to write to cover your keyword’s exact niche—but actually go back and add the keyword phrase itself into the copy during the editing process. This little trick works wonders every time when it comes to sneaking past the keyword usage challenge.
Note: Be careful with how you think of landing pages. It’s easy to confuse landing pages with what are called “doorway pages” in the world of black-hat SEO. The thing to remember is that landing pages are a way to organize and present information in a way that helpfully guides visitors through your conversion process. On the other hand, black hat doorway pages instead seek to trick visitors into finding your site.
Need more help making your landing pages effective? If so, please feel free to give us a call at WSpider.com anytime—we do search engine marketing from start to finish and have lots of tips and pointers we’d be happy to share with you!
