A landing page is a webpage that organic users visit when they click on your result within a Search Engine Results Page (SERP), accessible through major search engines such as Google. Typically, landing pages are created to support digital marketing campaigns and act as a point-of-entry for users to drive them to content, lead or contact forms, and other assets of a website.
Creating a well-structured and user-friendly organic landing page is important to help ensure success with your marketing campaign performance and lead generation. In this blog, we’ll cover 3 key factors that you should consider when building out your landing page.
1. User experience
The user experience of a landing page can influence whether they stay on your page after visiting, or immediately bounce out. For all the SEOs out there, optimizing for a good mobile user experience is one of the most important ranking factors as a result of Google’s mobile-first indexing roll-out.
Here’s a quick list of best practices for optimal user experience on your landing page:
- Minimizing the number of interstitials or ad pop-ups: Ever come across a page that immediately asks you for an email to sign up for their newsletter? I definitely have, and my natural reaction is usually to either quickly close that pop-up or leave the page altogether. Though collecting contact information can be effective for lead generation strategy, there are more creative routes that you can take to capture that information or encourage actions from a user. From including a CTA with a form link to exploring conversion rate optimization (CRO), the opportunities are endless!
- Making sure creative assets are functional: Let’s say you’re thinking of using an online tax calculator to determine your income tax. You search for this in Google, find a page that has it, and boom – as soon as you land on the page, you find that it’s not working properly. Acting out of frustration, you would likely exit the page and find another resource (hopefully a better one at that!). It’s important to make sure that these creative webpage assets function properly because they can help funnel users down to more product- or service-oriented pages of your site. TurboTax’s online income tax calculator, for example, provides an excellent user experience and recommends specific products that a user should purchase to prepare their taxes.
As you can see, user experience is so critical for a good landing page and can ultimately make or break how much further a user will interact with your site. Learn from our creative experts to find out more tips for UX landing page design.
2. Content is King — or Queen
Providing the most relevant and quality content on your page can also aid in influencing a user’s impression or actions with your site. In SEO, content is a huge ranking factor for search engines in associating contextual relevance with your landing page. Content can help your landing page appear on page 1 of the SERPs, or it can be a reason why you don’t rank at all. Think about these questions when you are brainstorming about content for your landing page:
- What important information (such as product specifications, value propositions, FAQs, etc.) do I want to put in front of my users?
- What trending topics can I write about and share to generate more buzz for my site?
- If I were a first-time user on this page, would it answer all my questions?
- Who is the target audience for the page, and how can I cater this content to them?
- Am I using appropriate grammar and punctuation to strengthen the authority of the page?
- How do I want to portray my brand through tone, appearance, etc?
- Am I optimizing the content well for search engines?
3. Search Engine Optimization (SEO)
Without a doubt, content and SEO go hand-in-hand for any effective organic landing page. I like to think of it this way: SEO brings them in, and content makes them stay. I will caveat that by saying that effective and strategic SEO will bring in the most qualified users, then relevant and quality content is what will make those users stay to ideally become leads – but that’s not as catchy, so we’ll stick with the first one ;). Some high-level tips and best practices that are important for optimizing an organic landing page for search engines include:
- Making sure your header structure (also known as header tags) follows a logical flow of content
- Referencing a technical SEO checklist to make sure your page gets properly indexed and crawled by search engines
- Using a SERP preview tool to make sure your metadata (title, description, H1) doesn’t get truncated in the SERP
- Incorporating traffic-driving keywords into your metadata using a tool like Google Keyword Planner or SEMrush for keyword research
- Including internal linking to direct users to other important parts of your site
- Including external linking to increase referral traffic
User experience, content, and SEO are 3 of the most important factors to consider for your organic landing page. These pages are important assets for any digital marketing campaign and can support lead generation or revenue growth initiatives in more ways than you can imagine. Now that you know what makes a great landing page – go off and create one! Alternatively, check out Seer’s digital marketing services if you are interested in pursuing a data-driven strategy for your business. Our offerings include SEO, PPC, Analytics, Paid Social, CRO, and Creative.