I’ve gotten really good at developing SEO web content–content that search engines can find. When I work with a client, our first job is to identify keywords. They always make this harder than it is. Think of what people would key into a search engine to find you. These words or phrases are generally your products and services; there well may be others, but this is a good place to start.
Click on a link and you will be taken to a landing page
Each of these keywords/phrases gets its own landing page, which is exactly what it sounds like—a page on your website that a user lands on when he/she comes to your site from any other online page. Click on a link, and the next page you see will be a landing page. The number of landing pages depends on your business and the complexity of your marketing campaign. A contest, signing up for a newsletter or free ebook and creating a new account are examples of more utilitarian landing pages.
In terms of SEO, it’s the landing page content that draws users to your site, but it may be the Images that grab—and hold–the interest of your landing page traffic. You need to be addressing two audiences: search engines to draw potential new clients to your site and the actual user, who needs to find enough compelling information on your site to initiate a dialog about working with you.
Landing page content guidelines
Each page should be focused, reiterate that keyword/phrase 8-15x/page and the page needs to be at least 300 words. Other criteria include:
- Images or infographics also communicate ideas much easier than text.
- A list of 3-5 benefits.
- A brief testimonial to validate your service. People value the recommendations of their peers.
Landing pages can be part of the main navigation schematic or they can be dropdowns from other tabs, such as products or services. One thing they should all have in common is a call to action—a single, focused request. One more thought: make it easy to find you. Don’t just ask people to contact you—provide your phone number and/or email address—even though it may live elsewhere on your site. No one should have to work to figure out how to find you—they will quickly lose interest and contact someone else.
Is it time to upgrade your website? Contact Top of Mind Marketing. We’re content experts.