When was the last time you checked your website landing pages?
Landing pages are an important part of SEO (search engine optimisation) as well as usability. They can help direct traffic and improve visitor conversions, leading to more sales. So, it’s well worth taking the time to get it right.
What is a landing page?
A landing page is any page on your website that is designed to catch specific visitors, and to catch their attention. Landing pages aren’t static – they encourage visitors to take action and are an efficient conversion tool. This result is often achieved by providing a submission form – be it an enquiry for workspace, an online booking, a callback request or to download a free resource.
You’ve probably already got separate pages on your website dedicated to your services, and multiple locations. Now you should ensure they carry the right tools to help convert visitors into sales.
Why do I need landing pages on my website?
Like we said, landing pages catch traffic and encourage conversions through a call to action. Don’t be fooled into thinking your homepage can do the job. Business centres have multiple products, each carrying their own benefits and messages, and no homepage can handle that level of differentiation (if it does, it’s time for a homepage re-design).
What landing pages should business centres create?
This will depend on your range of products, services, offering, and the number of centres you operate. Consider setting up a separate landing page for each of the following, which can each be optimised to attract specific key search terms and to offer detailed information on each part of your business:
- Serviced offices
- Managed / un-serviced offices
- Coworking space
- Meeting room hire
- Industrial space
- Manufacturing space
- Storage space (if you also offer self-storage you may want to class this separately)
- Virtual offices (again you may wish to class ‘mailing address’ or ‘call answering’ separately)
If you have multiple locations you could set up separate landing pages for each region, such as ‘London’ or ‘North West’. Marketers tend to use landing pages in conjunction with a specific email campaign, such as a special offer, while others optimise them to showcase their services.
You could also create landing pages for the following:
- Marketing or admin support, as part of your virtual office service
- Corporate solutions, specifically for large companies seeking flexible or project space
- Free guide or e-book
- Discounts or special offers
- A free trial, for instance on a coworking space or virtual office
What should be included in a landing page?
We’ll go into this in more detail in part two. For now, here’s a quick guide thanks to some great hints from Hubspot Marketing:
- A headline and (optional) sub-headline
- A brief descriptive introduction of the product or service
- At least one supporting image or short video
- (Optional) supporting proof elements such as testimonials, customer logos, or security badges
- Most importantly, a form on the landing page itself to capture information, or a call-to-action (CTA) button to direct visitors to the next step.
If you have multiple centres it makes sense to list your locations on the relevant landing pages. Marketers recommend landing pages that are short and sweet, however this doesn’t work for every sector – business centres included. Be sure to include the most important information (and that call to action) at the top.
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Optimising a landing page
When you have a separate landing page for each product, you can optimise that page accordingly, which will make it more receptive to search engine traffic
When you come to choose keywords for your landing pages, remember that the business centre industry is full of duplicate terminology. A coworking page, for instance, shouldn’t just use the keyword ‘coworking’. Add other variants like ‘shared workspace’, ‘collaborative workspace’, ‘shared office’ and – providing it doesn’t compete with other products – terms like ‘hot-desking’ or ‘business lounge’ too.
SEOmark offers some useful tips to bear in mind when creating a landing page. They’ve got a long list of 24 ‘must-haves’, so we’ve picked out the essential few:
- Know the purpose of each landing page before creating it. Then create the page based on what you want visitors to do.
- Show people what they’re expecting to see. Only include directly relevant content and fulfil any promises you made in the source message.
- Ensure every aspect of the page has a specific purpose. Anything that isn’t in some way contributing to making visitors take action is distracting them from it.
- Tell people exactly what the steps in the process are. I want you to do A. If you do A, I will then do B. When I do B, you will get C. Be clear and include a simple call to action.
- Make the first few lines of text really count. Most people skim-read and will make a flash decision whether to read on or not, so be clear and enticing with your opening words. Avoid meaningless fluff.
- Focus on the benefits instead of the features. People care less about what it can do and more about what they can gain from it.
See part two (tomorrow) for a closer look at the anatomy of a landing page and a cracking example of how you should construct yours. And if you’ve got any must-know tips to add, be sure to let us know.