Understanding the SEO Value of Landing Pages Part I: What Is a Landing Page?

May 15, 2020

All landing pages have one defining purpose: to generate leads for your business. And there are two main approaches for defining and creating landing pages. 

Graphic icon that represents destinationDestination Page

Landing pages are sometimes described as “destination pages,” where visitors enter your website or “land” on it when they click on a link from a search engine result, eblast, or digital ad. 

The landing page will usually display content that is a logical correlation of the advertisement, search result, or link. If the sole purpose of this page is to direct entering visitors to complete an action, often your page will have minimal navigation in order to encourage the visitor to complete the desired action directly on the page. 

Graphic icon that represents lead captureLead Capture Page

A landing page can also be categorized as a “lead capture page,” which refers to any web page that is deliberately created to convert visitors on your site into leads. This typically includes a form to capture an email address and other information. 

Visitors to your page may come directly from external sources as mentioned above, or they can organically travel to the page through your website as they navigate toward information that is pertinent to them. Any page that has a goal action for the visitor to complete can be considered a landing page. 

How to Create Effective Landing Pages

Although the goal is to have visitors navigate to and from these pages, you also want the content tailored to the specific audience segment that it’s targeting. This is why it’s essential that your landing page is optimized for SEO so that the specific audience you’re targeting will find the landing page organically in search results and will enter directly into the landing page from a search engine. 

To be effective, landing pages should capture visitor’s contact information in exchange for any of the following content marketing collateral:

  • Branded Content
  • Resources
  • Ebooks
  • Whitepapers
  • Email Newsletters
  • Online Courses
  • Product Demos
  • Free Trials

Because these resources are of value to the visitor, by gating this content, you can convert your users into leads, connect with them, and target them using tailored email marketing at a later time. 

Further down the conversion path, landing pages can also act as a point-of-sale for businesses that offer services that do not translate to eCommerce. In this case, although the conversion transaction is not hosted on the website, the landing page is where the customer directly requests your offering or services. 

How to Make Your Landing Pages More Effective

In the next post, we’ll break down the three essential elements of a landing page to optimize for better search rankings, reader engagement, and goal conversion. Stay connected with our blog to learn more! If you’d like to find out how Brandography can help you improve your landing page creation, optimization, and rankings, contact our team today! 

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