A successful SEO campaign should see users landing all over your site. If you have more than one or two pages on your website, each of these pages will be used to maximise the potential for traffic. This means that you should have not just one, but two or more pages within your site that are landing pages.

Universally, companies optimise their home page as the major landing page of their site. This is absolutely correct. The home page is the face of your site, and the first place any direct referrals go to. It should entice all possible users to venture further in and follow the paths you’ve lain for them.

If the home page is the face of your site, your other landing pages are a glimpse from the side, or perhaps the face of your site when it’s in a more relaxed mood. These pages can’t be sloppy, as they need to sell the site just as effectively as your home page does. However, they should be more attuned to the users that are likely to land on them, who will be from more specific groups than your home page targets. If the keywords of a landing page invite your users to a cocktail party, you don’t want them turning up to find the page dressed in pyjamas. You don’t want them finding it in office wear, either. You want them to be made comfortable by finding exactly what they expected.

Brighten up the face of your landing pages by honing their design. The first step is to decide on the message the page should focus on. The keywords that are used for the landing page will have focused on a specific area of your industry, and the message on the page should follow this through. For example, a toy retail site might focus part of its campaign to make its baby toy page a landing page. The page should then appeal to parents of newborns, addressing their needs and drawing them further into the site.

The design principles of your landing pages should be quite similar to that of your home page, but more specific. Take into account:

• Title: The page should feature a title that clearly conveys the page’s main message, for example ‘Bumper baby toys’ in the case above.
• White space: The page should be relatively uncluttered, with short, sharp sentences.
• Content: The content should be in a format easiest to digest, such as bullet points, or short paragraphs with sub-headings.
• Encourage movement: Provide links to other pages in clear, easy-to-click formats. If you have a call to action, make it clear and make it stand out.
• Encourage search engine spiders to index correctly: Make sure the importance of your landing pages is obvious to search engine spiders.
• Keeping them within a couple of clicks from the home page, keep the keyword density high, and point internal links toward these pages.

Good use of landing pages can make your site easier to navigate for specific users, and make the concept of your site easier for the search engines to digest. Landing pages should be a major consideration in your search engine optimisation campaign, and it is advisable to discuss your chosen landing pages with your SEO experts. Talk to us at SEO Consult about designing your landing page optimisation.

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