A landing page is any page on which you land, and it always has its own unique url. Many people underestimate the importance of creating strategic landing pages with well-written, informative content, but it’s a critical part of your site’s showing up in search engines. While there are different views on this, and there is a trend toward minimized content, many experts agree that the landing pages that promote your products and services need to have some substance–and that means 300+ words.
Longer landing pages generate trust and credibility, motivating web visitors to convert once they’ve learned more about you and your company. The user who scrolls to the bottom where the call to action is located and views all aspects of the page is typically a higher-quality lead—that’s the potential client who wants information about what you do. Don’t disappointment these potential clients by not answering their questions about what you do and how you work with your clients.
Longer landing pages: increased SEO value
As you increase the likelihood of conversion with longer landing pages, you also increase the SEO value of your website. Longer pages rank better in search engines. Use well-written, high-quality content that positions you as an expert.
- Think about using quality video that explains your product. If it’s a service, provide an explanation of how it works.
- Include images, a bulleted list of a product/service’s benefits and a strong call to action.
- Also think about leveraging internal linking strategies within the pages on your site. Link to blogs that provide examples or additional information.
These days, people seem to be text-phobic
I frequently find myself going to websites to get more information—and am rewarded with a few lame sentences that translate to missed opportunities. Whether you’re selling a product or service, why wouldn’t you provide enough information to fully flesh out a description of what you do? If people are spending money, they want detailed information about the product they’re about to purchase.
A case study: Becoming a believer in long landing pages
I finished a project a few months ago that made me a believer in longer landing page content. It was a website for a lighting manufacturers’ rep, and I had to write descriptions of the 90+ manufacturers with which this company worked. Our goal was to provide comprehensive information about each company because we wanted potential clients to come to our site and stay there—we didn’t want to just link back to the manufacturers’ sites and have them leave our site.
I quickly ramped up to the fascinating and complex lighting industry. I wanted to find out a little bit about each of these companies—did they specialize in lighting, controls or daylighting? Were they family-owned, where did they manufacture their products, what was the time to market and what did their customer service ethic look like? The quality of these 90 sites varied dramatically. Some were beautiful, with comprehensive portfolios of their national and international lighting projects. Others were dismal. Some sites didn’t even have an About section—nothing but product info and numbers. Others had badly written information about the company, sometimes talking about the company’s founders some 80 years ago—in which I had no interest. I ultimately had to work with my client SME to get enough information to flesh out some of these profiles.
Temporary landing pages for campaigns
Landing pages can also be temporary—thrown up as part of a campaign to promote a product or service. People will click on a call to action and land on this page; it’s generally taken down once the campaign is over. The messaging on these pages should be crisp, focused and direct. These landing pages are necessarily shorter.
Landing pages are your opportunity to share information about your business–don’t shortchange yourself–provide comprehensive information.
- The first step is identifying the information architecture (IA)—determining what your landing pages will be. In general, these are your products/services, and there can be a secondary level of drilldown.
- Each page should be a freestanding landing page—not grouped on a single Services In this way, each will have its own url that search engines can be looking for.
- Each page needs unique—not duplicated–content to rank well. There are different schools of thought on this, but many recommend 300+ words. You want to build trust.
- Make the pages frontloaded. Do what journalists do–provide the most important information in the first paragraph—in case no one reads further, they’ll have key facts.
- Use keywords in titles, the first paragraph and H tags
- In WordPress, use a plugin on the backend called Yoast. It creates fields on the backend to identify keywords and create metadescriptions for each page.
Read Top of Mind Marketing’s Blog: Invest in Longer Landing Pages for Trust & Credibility