A landing page is where attention turns into conversion. Firstly, let’s actually understand what a commercial page is.
Your website consists of the homepage, commercial pages, and informative pages.
An informative page is a blog or a free resource or a piece of company news, a commercial page is a product page, a service description page, where a person can go on and check out or take an action that gets them closer to conversion. That’s why we love our commercial pages so much.
For example, if you’re an e-commerce business selling fireplaces, your commercial page will be a specific fireplace model; if you’re a service, like a financial advisor, a financial advisory service description page is your commercial page.
Here’s a quick guide on how to make sure that every commercial page works hard for you:
Step 1: Technical checks
Page speed, Core Web Vitals, schema, and “crawlability.”, this is basically how easy it is for Google to crawl and read the content on your pages. Check if Google can read it! We say focus less on the numbers but more on the experience for the user, for example, if you’re lighthouse score is in the amber, don’t waste time and money fixing it, only if you test the page experience and find that elements are loading too slowly.
Step 2: Design & fluency
You want to have a clean structure, relevant images, intuitive flow. First impressions really do matter, and Google’s most recent updates, a good user experience, and a webpage that doesn’t look like it’s been drawn up by cave people make a big difference. It doesn’t have to be fancy and expensive, it has to be easy to use, easy on the eyes, and just do the job of a webpage, which doesn’t have any dead ends, be easy to check out or enquire, and explain what you’re trying to sell.
Step 3: The 5W1H test
Does the page clearly answer Who, What, Where, When, Why, and How? We know it sounds super basic, but that’s pretty much what SEO is: answering the important questions, explaining value, and who it is for, and what benefits it will bring.
Step 4: Impactful FAQs
Anticipate user questions before they’re asked. This is crucial for high-ticket products & services, but also across the board for all industries. You don’t always need a specific FAQ section; you can just work the questions and answers into your product/service descriptions. Just remember, when you’re reading through your landing page, think about the 5w1h. We can assure you there will be things you’d like to add.
Step 5: Internal links
Is this page connected to the rest of your site, or left stranded? You want to try and have a logical flow on your website, so similar services linked together, like you see on Amazon when you’re about to buy something like oven mitts, it may say at the bottom “buy related products” and give you an option of a muffin tray, and some spatulas”, because semantically, those products are all related. Link from other pages, both commercial (logically related) and informative (relevant blogs), to your target commercial page. Remember, the more incoming links your commercial page has, the better it will perform, and the more “well-connected” it is.
Step 6: External signals
Are there quality backlinks pointing here to boost authority? This is a bit of a tough one, as getting very high quality backlinks is expensive and time consuming, however, there are links you can build yourself which won’t take that much time, Get social media accounts and pop your website URL in to the homepage, this helps the whole site improve, then for individual landing pages, depending on what you’re offering, find relevant directories that are specific to what you offer.
Step 7: Reddit!
Since all the AI rubbish has taken over, people have a lot more trust in other people’s opinions over Google reviews, etc. If you search “your service” on Reddit, then you are 99% sure to find a thread that is related to your service and region. You can create an alias Reddit profile and use user-generated content to promote your service (obviously, without making it obvious). You can, for example, find a thread about the best telecoms training in the UK and say “I was recommended this by an industry colleague {insert website url,} apparently their offering is excellent”.
Step 8: Conversion flow
Have a strong CTA, and by strong, we mean at least have one that is logically placed, and has relevant text like “speak to the team”, “get in touch”, “enquire here”, and so on. Add trust signals (testimonials, logos, security seals), make sure you have a privacy policy, cookie policy, and terms of service if relevant.
Last but not least, of course, have a look at your meta title and description; a lot of people say that they’re not important anymore, but we disagree; we have seen huge gains from a well-optimised metadata set, both for ranking and clickthrough rates.
Hopefully, you will find this step-by-step useful, and maybe even inspire you to have a look at your landing pages in your own time and make some changes! If you need advice, you can always email our friendly team at team@diaryofanseo.com.
