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Landing Page

Last updated: May 09, 2022

In digital marketing, a landing page is a standalone web page, specifically created for a marketing or advertising campaign. This is where visitors “land” after they click on a link from an email, or an ad from Google, Bing, YouTube, Facebook, Instagram, Twitter, or elsewhere on the web.

The Function

Unlike web pages which are typically multi-purpose and encourage exploration, landing pages are designed to keep visitors focused on a single goal, known as a call-to-action (CTA).

This is what makes landing pages the best choice for increasing conversion rates for your marketing campaigns.

Landing pages function to find out visitors who are interested in the product or niche of the page. From the landing page, the website owner has the data about potential buyers.

Types of Landing Pages

1. Lead generation landing pages are pages that have the function of recording users' data. This page usually has a “SIGN UP” column so that visitors who come directly fill in the data in the provided field. The recorded data will be stored and used for marketing purposes.

2. Click-through landing pages are very popular and are often found on e-commerce web or B2C marketing models. These pages are usually designed with only one persuasive call-to-action button. The text on the CTA button is often “Book Now”, “Add to Cart”, “Get Promo” and so on. The navigation buttons on this page are limited in order to minimize the activity of visitors to move to other pages.

Tips for Making SEO Friendly Landing Pages


You need to create an SEO-friendly landing page to generate more traffic. In that way, the target of a marketing campaign is easier to achieve. Here are things you can do to create an SEO friendly landing page:

Pay attention to the URL


The URL address should be short but contains an overview of the anding page. In SEO, making a different landing page URL with the main domain is not the right thing. You can work around this scheme by adding the landing page URL inside the main page.

Hence, the consistency of your brand name is maintained. If the landing page uses a different domain, the authority and brand value can be reduced in the eyes of search engines. Adding a landing page to the main website will improve the performance of the page.

Choose the right keywords


Decide what keywords you want to target to rank higher. You should not choose any random keywords, choose keywords with high search volume and low competition level.  So, you can dominate the competition on search engines.

In addition, you can also take advantage of long-tail keywords which usually consist of more than 3 words. These types of keywords tend to have less competition but can make your landing page perform better in organic search. An example of a long-tail keyword is “content writing services in Malang”.

Do a keyword placement strategy


After choosing the right keywords, make sure you distribute them naturally throughout the landing page. This strategy can make it easier for search engines to understand the information conveyed on the landing page. So that the landing page performance in organic search gets better.

Some of the best positions for placing keywords include:

  • Title Tags
  • Meta Description
  • Heading Tags
  • URL structure (slugs)
  • Image title (caption)
  • Page content or copy

Create compelling content with important information


A good landing page must be interesting and contain important information in it. You should not include too much text on the landing page. Add information regarding your brand's unique selling proposition (USP) so that visitors know your advantages over other brands.

In addition, you can also add testimonials from previous customers to attract visitors. To improve the quality of the user experience, make sure that the call-to-action (CTA) and the forms on the landing page can be easily accessed by visitors.

Create structured content that is easy for visitors and search engines to understand. This makes it easier for search engines to crawl and index your landing page. The landing page structure that can be optimized includes title tags, meta descriptions, alt tags, headings, internal links, and multimedia (videos and images).

Optimize page speed


No one likes slow-loading pages. Taking too long to load pages can give users a bad experience and lead them to leave your landing page.

Things you can do to increase your landing page speed:

  • Use images with smaller file sizes, but do not reduce the quality
  • Switch to a faster web host
  • Deactivate or remove unneeded plugins or extension files on the landing page
  • Add a share button via social media

Providing high-quality content on your landing page will allow your content to rank better in search engines. Even though it was made for promotional purposes, you should create a landing page that also contains important information.

As a result, many people will share your landing page. Therefore, it is important for you to add a “Share” button to make it easier for them to share your content on social media such as Twitter, Facebook, Instagram, Linkedin, and so on.

Although the interaction signal on social media is not a determining factor for ranking. However, this trick can make your landing page reach a wider and more diverse audience.

Get Quality Backlinks


Backlinks are an off-page SEO technique that aims to get more traffic for websites. If your landing page is successful in getting backlinks from the web or other platforms, more people will visit your landing page.

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