SEO For Landing Pages That You Can Actually Use
Landing page advice is endless and varied. Much of it centers on a horrifyingly boring topic matter like “consider the user interaction flow and how it funnels” or “ask you how your audience might view this”. Not that any of that is not valid, it is just pretty obvious and does not change the way I would design a landing page in any way, it really just is a thinking exercise that leads not to answers.
Moreover, there is a ton of marketing data out there from Hubspot and other providers who are working with metrics derived from PPC research, and mildly divorced from UI and design best practice, not to mention Mesa SEO basics being somewhat absent. Some of the advice is so awful, it needs to be addressed before we even get into how to do it right.
Common Landing Page Advice That Will Hurt Your Site
- The #1 piece of false advice that circulates is the removal of the primary navigation on a landing page. The thinking is that is the navigation is removed, there is nothing for the customer to do on that page besides funnel and convert.
This actually confuses two different types of web pages, the landing page discussed here, and the squeeze page. A squeeze page is made to squeeze a visitor to a piece of content or conversion. It is not a landing page, it was made for PPC, and is not recommended anymore, and certainly not for a organic website visitor. Google discusses the need for consistent navigation to simplify the user interactions with a site in their design best practices specs.
- Another piece of advice not done well is the Call To Action, CTA. Many people believe a CTA, to be a CTA, needs to be very bold or loud, or in a prominent position above the content. That is not to say it cannot be those things, it can and often is loud and upfront, but there is way more to a CTA. Consider a long scrolling page. Should I repeat a phone number every 300 words in bold bright letters? Or would I do better to consider how I do my CTA and where I place it, so as not be obnoxious, and to make the CTA feel organic?
A really good CTA does not even feel quite like a push in any way. If the landing page is engaging, and I consume the content, there should be info to convert as I go. I would suggest giving multiple avenues to convert. Instead of just a contact form, have a contact form at the bottom, maybe email and phone number at the top and repeated in the middle, some social icons and a call to action “like us on FB” or similar. You can also make your call to action a giveaway sign up or other. Think of going to a furniture store – do you want to talk to the salesman who only wants to make the sale now now now, or do you prefer the salesman who gives you the brochures, talks to you about their products, maybe shows you some pics or a demo video, and then politely asks if you would like to give an email for offers? That is the point on the CTA – be the salesperson you want to be, there is no one right way to do a call to action.