Before we even get started with discussing what a landing page should be like, let’s just spend a moment and understand what a landing page really means. If you are an affiliate trying to promote a product, you would know that the page where your visitor lands and is then further sold into going to the merchant’s page to make their purchase is called a landing page. But, to the rest of the world who have multiple page web sites a landing page may mean something else. So let’s spare a moment here:
What is a Landing Page?
A landing page is a web page on your web site, where a visitor enters your site. This could be the home page in most cases, but also sub pages in others. For example, when you search for a specific news item on Google.com, clicking on the results, you are taken to an authority news site like CNN.com but instead of entering CNN.com on the homepage, you directly visit the page associated to the news item you searched for. So in this case, this current page is the landing page, associated with your visit, in accordance to the news item you searched for.
Similarly on most websites there are various pages that attract certain search terms (also referred to as Keywords). With another example of a dental website. If you search for the keyword “root canal” you would enter the dental site on the root canal page, and if you searched for “teeth whitening”, teeth whitening page it would be.
So when you plan out your website (irrespective to whether it is a one page site, or a multiple page website), you need to keep some things in mind in order to get a good ranking and quality score.
- Page to Keyword Relevance.
- Contact Option for your visitors to get in touch with you.
- A Sitemap to guide users and search engines to other pages of your site.
- An About us page, to build trust, and to be recognized as a real business / individual.
- Proper Meta Tags and use of Keywords on your pages.
- Relevant naming of your web pages.
1. Page to Keyword Relevance
Organize your site so that each page talks about a relevant topic only. This will be appreciated by not just search engines, but also your readers. If your page talks about Dog Grooming, leave the Cat litter out of this page as even though both of these fall under a category – “PETS”, they are different.
Write this page about Dog Grooming, use the keyword respectfully, not abusively. The person reading this article will know it is about Dog Grooming when he reads the title on your page or a headline on the article, you don’t need to rub it in:)
Use your keyword in the following sections of your page:
- Title Tag (found under HEAD section of your page)
- Meta Keywords (Instead of Stuffing your keyword, just write keyword once, and add other 2-3 relevant keywords). Keep it short.
- Meta Description (Write an abstract of your page, enter your keyword once)
- Heading Tag (h1)
In addition you could link to this page from other pages using the main keyword as your anchor text.
2. Contact Option
Your visitors may run into an area of problem on your site or may be unclear about something. In this situation, they would like to contact you, and you should want them to contact you rather than going back to where they came from, and going to your competitor instead.
A provision for making a contact option like having a contact form, or email address, or phone number listed on your site, gives search engine the message that “YOU” care about your business (like search engines do) and are willing to help the user find answers to their questions, which make you a more trustworthy and dependable website than other similar sites that lack this feature.
4. A Sitemap
Sitemap is like an index, that has links to other pages of your site. People and search engines find it useful as it is just generally one click away from them and can help them get to the page they intend to reach.
5. An About Us Page
In the early days of the internet, most companies used to make it a point to add about us pages to their sites. However the trend has faded quite a bit, but if you notice, some good authority sites and well known businesses, proudly host pages that talk about their company, achievements, etc. This builds more trust with the visitors, and also helps them understand your business and your mission better. (This also lets you put in your main keywords once or twice again).
6. Proper Meta Tags
Already Discussed in point 1, but I would like to add that for PPC marketers, make sure you use the same strategy for you ads, include the keywords professionally, and without repeating them too much in your ads and meta descriptions.
7. Relevant naming of your web pages
Try naming your files the same as your keywords (eg root-canal.html, teeth-whitening.html, etc). The same applies to your domain name. If you could find a domain name with your keyword in it, it will help get a better ranking and keyword relevance.
Putting Everything Together
Okay, so you now understand what you want, but how to get it done, may still be a challenge, if you are not a webmaster yourself.
You could hire a full time webmaster, or find freelance webmasters to do your work for you, or else use a software that helps you tie everything together. Tools like InstantLP have been designed for people who need web work done, but can’t do it themselves. This product takes care of all aspects of landing page development as explained above.