Here are five things to do to achieve the best results.
1) Have a clear search engine marketing term for your page
The objective for a landing page is that this page should be found in search results for a specific term e.g. Web Design Kingston. You should have done your research to determine the best terms for your business. Focusing on a clear term and optimising the page for that makes it more likely that Google will rank your site for that term. It also means that users will get the exact content they were looking for when they made their search; leading to a much higher conversion rate.
2) Use key terms in your website page URL, meta title and meta descriptions
The URL, meta title and meta description all appear in the Google search results.
This not only improves your ranking for those terms but also makes it more likely that a user will click on that link as it clearly relates to their search. Remember that the description also needs to make good business sense and be inviting to potential readers. Include a call to action where possible to encourage clicks.
3) Structure the page with title and sub titles
Your main title (coded h1) should focus on the targeted keyword phrase and then use related terms for the sub-titles (coded h2, h3 etc.) e.g. Kingston Web Design Clients
Sub titles make it easier for people to scan the content but are also important in Google indexing and so should feature the keywords or related keywords where possible.
4) Write unique, interesting and related content
Your page should not duplicate content from elsewhere on your website but should be written as fresh content although can cover similar aspects of your business. Think of related content to the key terms that could be featured on the page that will be useful for the reader but also enhance the references to the keywords. If a location is part of your key terms, then clients/testimonials from that area may help or additional local information that would be relevant to your clients.
5) Add links and call to actions
You want users to take some action from that page which could be either
a) Visiting other pages like your services, portfolio, testimonials etc.
b) Contact you, complete booking form, purchase or sign up for an article or eBook
Make sure you add opportunities in the text with links or action buttons to encourage this. Once people move from the landing page then it has done its job.
The key to landing pages is the content but it is important that they are coded correctly to help optimise the onsite search engine optimisation. If you don’t understand the technical aspects of meta titles, h1 titles etc. then your web designer should be able to do all that for you.
Next Steps for Search Engine Optimisation
Landing pages on their own may help to improve your ranking on search results but it is likely that you will need to do more offsite SEO promotion to get your website higher on search results – particularly if you want to be on page one.