Let’s start at the very beginning, it’s a very good place to start (especially for all you Sound of Music fans, that one!) A landing page is a webpage that is dedicated to a particular product or service or a range of products or services. It should not only provide visitors with information but also have a clear call to action for them, such as clicking through to another page, providing their contact details or making a purchase.
Chichester Design recommends using landing pages to tie in with digital marketing campaigns from email newsletters to PPC. Having a specific and carefully designed landing page linking from an email newsletter or a Google AdWords ad is more likely to maximise your return on investment. Just think about it, if you’re directed to a homepage it can be confusing for you to work out where you should navigate to next, if directed to a specific landing page you will do less of the thinking and more of the doing. Therefore, landing pages help with navigation, internal linking and aid search engine optimisation in that they help both visitors and search engines find their way around your website.
Another advantage of using landing pages linked to digital marketing campaigns is that you can gain more customer insight using analytics tools. You can use analytics data to find out where your visitors come from, what links they clicked on and how long they spend on your website. This kind of information can help maximise the effectiveness of future landing pages.
It would be great if it was possible that every webpage on every website was optimised for search engines; Chichester Design’s SEO expert would be in the money and we would all be able to find what we are looking for very easily. However, this is not always possible, particularly with large ecommerce websites that sell many products and have many pages. Creating dedicated landing pages per product range, rather than per product, gives you that opportunity to optimise them better with keywords, headlines and other SEO techniques but does not mean quite so much work- not necessarily good news for us but most definitely good news for you J
So basically, hell yeah, landing pages are great for SEO! If you have an ecommerce business landing pages are a must to make your website more accessible to customers, more user-friendly for customers and maximise the chance of a conversion. To find out more about Chichester Design’s Search Engine Optimisation and web copywriting services contact: kate@chichesterdesign.co.uk.
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