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Advice for creating effective SEO landing pages

For modern day businesses, search engine optimisation (SEO) is an essential part of the digital marketing strategy. Therefore, to maximise their digital marketing potential, more and more UK businesses are optimising their SEO landing pages.

Landing pages are pages that are designed to direct online traffic to your website via other channels, such as; social media, internet search engines, affiliate links and pay per click advertising. Obviously, these are very powerful marketing tools and it is essential to tailor your landing pages to your target audience. In doing so, you will be increasing traffic to your website which will potentially lead to increased customer engagement and conversion.

How to create an effective landing page

Customised URL: The first step in creating an effective landing page is to get a customised URL. This can be achieved by hosting a landing page on your existing customised domain. For instance, if the landing page you are looking to create is for a special offer, the URL could look something like (www.websitename.com/special-offer).

Multiple campaigns will require multiple URL’s, each one identifiable to the campaign it is attached to. This is recommended as it will allow you to use an analytics tool to monitor which campaigns are having the greatest success.

Keyword selection: Keywords are an essential tool that will give your business/campaign a higher search engine ranking. It is advisable to make a list of the words that you believe will be most relevant to your page.

For instance, if you’re running an interior design business in Bristol, you need to consider what potential customers might type into the search engine to find the services you provide.

This could be phrases such as ‘Bristol interior design company’ or Interior designers based in Bristol’. Remember, keywords should be used sparsely and they should flow naturally as part of article. Over-use can be off-putting to readers and can potentially turn them away.

Provide engaging and shareable content: Search engines love great content for SEO ranking purposes. Having superior content will always get you to the head search results because, ultimately, this is what will bring visitors to your website and landing pages.

Search engines tend to prefer pages that have a high word count. It is also imperative to make the content engaging and pleasing to the eye. The more relevant you make your content the higher the SEO ranking is likely to be. Visual media is also helpful to engage visitors to your page and proven to reduce bounce rates.

Allowing your content to be shared and linked to authority sites is also an excellent way of improving SEO raking. Linking to creditable sources will make your page primary source of information for the industry you belong to.


Speed up your website: Google has stated that page-loading efficiency is an integral part of SEO ranking. Research has shown that website pages that take too long to load are counter-productive to SEO success. The research states that 75% percent of users wouldn’t re-visit a site that takes longer than 4 seconds to load and 40% of visitors would abandon any website that takes over 3 seconds to load. Therefore, it is imperative to assure that your landing pages are in full working order and loading in a suitable time frame.

If you are having issues with the speed your landing pages are opening in, then a useful tool to use for analytic purposes is Google PageSpeed insights.

Keep form filling simplistic: The ultimate goal of your landing page is to engage your visitor which will hopefully lead to a sales conversion or a subscription to your newsletter. It is therefore recommended that this part of the landing page is kept as minimalistic and concise as possible.

Promoting your company should be consigned to other channels, such as the mainstream of your website or social media channels. Keeping potential distractions such as links, logo’s and other images to a minimum is also advised. Remember, you want to take the shortest possible route to gaining the commitment of your visitor, therefore less distraction is likely to keep them focused on the matter-at-hand.

It is also widely recommended to keep any form data that you require to a minimum. Customers are unlikely to be engaged with having to fill out line after line of personal information. Many businesses consider ‘First Name, Last Name and email address to be sufficient.

Optimising SEO can often be a lengthy and frustrating process. So, contact the experts at

Effective Group today and let them provide you with the highest-quality SEO advice and service.