plus specific tips for images.
by becky livingston
the accountant’s social media handbook
landing pages are specific pages on your website meant to cause the visitor to complete an action before getting something from you, e.g., contact us pages, tax services request more information pages, sign up for the firm’s newsletter pages, and more.
more: how to research keywords | what goes into a buyer persona? | 3 big seo changes | how long does it take to rank? | what is seo and why is it important?
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as with other pages on your site, seo is critical for search engines to index these particular pages and to help searchers find what you’re offering.
they are often used in a marketing campaign designed to engage the site visitor, for example to sign up for your firm’s newsletter, to complete a form before getting a downloadable file, or to request more information.
on-page optimization
- header section order
- title > description > keywords
- title tag (approx. 6-9 words)
- ensure most important stuff shows up before getting cut off in google search (about 60 characters w/spaces)
- description tag (about 300 characters w/spaces)
- keywords (up to 10 per page), separated by commas by term or phrase
- overall word count per page (300-500)
- alt attributes on images (with keyword)
in this image, you can see the company branding at the top and bottom of the page.
the page headline includes a keyword, in this case “mobile application.”
there is a short form that visitors must complete to sign up for information.
tip: the longer the form, the less likely people will complete it. use only the fields needed to give you the information you want to gain.
there are three benefits or features about the product and an image about the product.
notice there are no extraneous elements on the page, such as a sidebar with blog topics, or other content. the goal for a landing page is for visitors to complete one task only. the more elements you have on a landing page, the greater the chance someone might get distracted from the task at hand.
landing page activity
complete the questions below to craft your landing page copy, call to action, benefits and form.
what is the landing page’s goal?
- generate leads
- bring traffic to your website
- increase email list
- sell a product/service
- download a coupon
- join a social media page, e.g., facebook
- access a free trial
- download content
- complete a survey
- other __________________________
headline:
subhead (optional):
3 benefits:
1) ________________________________________________
2) ________________________________________________
3) ________________________________________________
form fields
- first name
- last name
- email address
- phone
- company
- address
- other __________________
call to action
- get your free ________ now
- start my free trial
- send me my free ________________
- get your coupon!
- subscribe
- other ________________
image options
the naming convention used on images is just as important as any other seo on-page element.
rather than importing generically named files, such as desk.jpg, use a naming convention that influences your search ranking, such as your firm’s acronym and the file name, e.g., rbsk-tax-services-021818.jpg. that kind of naming convention mentions the firm’s brand, plus the keyword phrase associated with the page.
if the images are used more than one time on your site, rename them to fit each page’s need.
tip: stock photo sites like freerangestock.com, canva.com, unsplash.com, flickr.com and many others offer great images you can download for free.