How to Optimize a Landing Page for Organic Search and Conversions
A landing page is a destination page on your website where you want to convert visitors. While other pages may provide information and detail about products and services, a landing page should be designed as a destination. It’s the last page before a visitor calls, sets an appointment, adds a product to a cart, or fills out an information form.
With that in mind, virtually any page on your site can be deemed as a landing page. If a search user is researching an issue they’re looking for a solution for, the page that you rank on should be viewed as a destination. Many companies make the mistake of not providing a strong call-to-action or form on every page of their site. Remember… visitors will gladly scroll but may be hesitant at clicking to navigate to another page. You found them, they landed… provide them a path to conversion.