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Director of Marketing
A landing page is a destination web page, external to your website, that is designed for a specific and focused goal such as a call to action, a new product, an event, or a specific keyword to name a few
So how can landing pages become the hero of your local search and SEO strategy? We’re ready to spill on how you can use landing pages to build a search engine real estate portfolio that brings customers in and revives your lead generation strategy.
Contents
A landing page is a single page website that is designed for a specific goal in mind. Another way to look at it is that a landing page is a destination, or somewhere people ‘land’ where the only purpose is to convert the visitor.
With content designed for one goal, landing pages are perfect for marketing campaigns. It is a place where you can send your audience from a social post, an email campaign, or a QR code for example. Once they click on the link or visit the page, there is a clear interest and intent to engage with the content.
That brings us to another quality of a landing page: conversion optimised.
As online visitor intent continues to be a hot topic, landing pages are another tool to use as strategic content because the people on the page are actively looking to move forward with the offer. That’s why landing pages have very clear call to action buttons (that all lead to the same thing) so the visitor can easily move forward.
When it comes to a landing page vs. website, landing pages are not meant for exploration and options for the visitor like a website is. Instead, there is a clear single purpose for the site. Event sign up, special offer purchase, demo booking, or whatever your campaign calls for can be that single purpose or specific landing page goal.
The reason the visitor is there, or the visitor intent, is the main difference between a landing page and website. With that understanding, the type and amount of content matters.
Here’s an example of one of Locafy’s patented programmatic landing pages:
A website is all about branding, information, and getting people engaged with the business. The goal of the website is not solely about selling. Your website is your business’ library of information to show off expertise and information for a wide range of purposes. Visitors may be looking to apply for a job or understand your technology better.
Websites have a lot more links and differing call to actions so that the visitor can curate their experience and get the information they need. The homepage may lead them to the products and the technology and the team page and and and...
A landing page is not an information hub like a website is. There should be no self-directed tours, but rather a step by step map for the visitor. Remember, if they made it to your landing page, they are interested in the offer that originally brought them there in the first place.
The call to action link (mind the singular) on the landing page is specific to getting the visitors information for a newsletter or signing them up for an event or whatever the clear, singular offer is.
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We’ve spent time talking about visitor intent and nothing adds more weight to that concept than this stat: 1 in 10 landing page visitors become potential customers.
You read that right. Landing page visitors are valuable which is why businesses should be using landing pages.
Landing pages give businesses the opportunity to dive into one offer and make it the focus of a web page. It’s the only thing that should be on the page which means that the exciting parts of the offer can be bragged about without worry of expanding to other details.
Businesses can also leverage landing pages to improve their local search strategy. With each landing page optimised for one keyword (short or long-tail) and potentially one location, landing pages can take up valuable space on search engine results pages - a.k.a. search engine real estate.
Keywords are a foundational component of search engine optimisation. Unlike websites, landing pages are extremely easy to optimise for one keyword, increasing the likelihood of ranking. Though landing pages are typically visited from a direct digital source, the characteristics of landing pages pose an opportunity for search engine ranking.
Search engine ranking has not traditionally been the focus of landing pages, with specific keyword and location combinations, it is becoming common to use landing pages to take up space on the search engine results pages. This strategy is called building a search engine real estate portfolio.
Conversion optimised and specific to one goal, this strategy targets those with high transactional and commercial search intent. The landing pages can be optimised for keywords such as ‘Brisbane BBQ Restaurant’ and the landing page can include a link to book a table. Or, it could be ‘Vancouver Tax Specialist’ and lead directly to a landing page that details the qualifications with a call to action to the phone number.
One of Locafy’s #1 ranking landing pages.
Actual results from our dashboard.
Local search is all about being found around the business. Landing pages that are optimised for the geographic location are more likely to rank with Google’s increasing focus on proximity. That’s why landing pages can become a pillar in a business’ lead generation strategy. The high conversion rate and specific nature of landing pages are something businesses should not be ignoring.
Landing pages are web pages designed with one goal in mind and targeted to a high intent audience. They are a way for businesses to focus on one offer without diluting it with all the information a website traditionally hosts.
Though traditionally used for a destination from another digital source like an email campaign or social post, landing pages can also be used to boost a business’ local search strategy with singular keyword and location optimisation aimed at scoring search engine real estate.
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