Landing pages play a key role in helping your business appear in search results, attract qualified traffic, and convert that traffic into leads. Search engine optimisation (SEO) drives visibility, and a well-structured landing page turns that visibility into action. Pages that lack either one risk losing potential customers.
A high-performing landing page uses SEO to attract the right visitors and remove friction from the conversion process. Every section should support your search strategy while guiding users toward a clear next step.
These 10 elements help improve your rankings and make it easier for users to take action:
1. Create a clear and compelling header
A keyword-rich headline tells search engines what your page is about and lets visitors quickly see that they are in the right place. Using the primary keyword in the H1 tag gives the page a strong SEO foundation. A short subheading adds clarity and reinforces your value to both search engines and users.
2. Define the problem
Your landing page needs to reflect the real problems your audience is trying to solve. Using the same language your customers use when they search improves your chances of ranking for relevant queries. Clear, specific descriptions of the problem also help users feel understood, which builds trust early.
3. Present a solution that speaks directly to them
Your solution section should focus on how your product or service solves the problem using search-relevant terms. Describing outcomes with the same phrasing your audience uses in search queries improves relevance and ranking. Clear and specific language makes the message more compelling and discoverable.
4. Show trust signals that prove your credibility
Trust signals are elements that show your business is reliable and valued by others. These can include testimonials, client logos, case studies, certifications, or media mentions. Adding real examples of customer success gives your landing page more authority. These signals builds audience confidence in your offering, which keeps users engaged for longer and reduces bounce rates. Strong engagement improves your SEO performance. Using schema markup for these elements also helps search engines recognise and display your credibility in search results.
5. Outline a simple, structured next step
A straightforward three-step process gives users a clear path forward and improves overall page clarity. For example, step one might be “Book a consultation,” step two “Get a plan,” and step three “See results.” Using consistent headings and visual cues makes the journey easier to follow. Pages with a logical structure are easier for search engines to crawl and index, which can improve rankings.
6. Write concise, engaging content
Your content should be direct, easy to read, and focused on the visitor’s goals. Short paragraphs, relevant headings, and naturally placed keywords all contribute to better SEO. Well-written content supports both ranking and user experience, helping more people find and stay on the page.
7. Add videos or pricing guides that provide clarity
Explainer videos, pricing tables, or downloadable guides help answer common questions and keep visitors engaged. Optimising these assets with alt text, transcripts, and structured data improves visibility in search. Strong engagement with visual content signals to search engines that your page is valuable.
8. Make the form frictionless
A simple, fast form improves the user experience and increases conversion. Fewer fields reduce the risk of drop-offs. Pages that convert well tend to perform better in search over time because search engines prioritise content that delivers value to users.
9. Reinforce the final call to action
Repeating your call to action (CTA) at the bottom of the page gives interested users a clear next step. A consistent message that includes related keywords supports both SEO and conversion. Strong CTAs keep users moving through the funnel and reduce exits.
10. Include a footer with useful links
A footer that links to key internal pages like About Us, Contact, and Resources supports your site structure and helps search engines crawl your site more effectively. Using keyword-relevant anchor text in the footer also contributes to your overall SEO strategy by reinforcing topical authority.
Build landing pages that support SEO and drive action
Landing pages that follow SEO best practices help your business attract qualified traffic and convert it into results. Every section should support search performance by using relevant keywords, strong structure, and clear intent.
Applying these 10 steps to your landing pages creates better visibility in search, stronger engagement from visitors, and more conversions for your business. Download the whitepaper to learn more about how to create search engine optimised landing pages that work.
