Are you ready to create your landing page? Great! Here are four key questions to answer fully before any work is started. Starting the creation process by answering these four questions gives you, as the webpage owner, a massive advantage in fleshing out the content of the page.
Question 1: What is the Goal?
“What is the purpose of this page?” is the most critical question. It can be a relatively easy question to answer. “I need a page to highlight that I now offer ________.” Yet, other pages on your website aren’t service pages. Really, when it comes down to it, as long as you can prove this page can and will provide value to a visitor, you’re okay moving forward.
Question 2: Who is the Target Audience?
Knowing your audience is the next question to answer.
- Who is this for?
- How old is the audience I want to target?
- What’s their average income?
- Where do these people live?
- How knowledgeable in my services are they?
These questions dictate how the content will be formed. You want to make sure, as the expert, you are clearly explaining any industry-specific terms used on the page. Make sure you fully explain all the pros and cons. The key to any great page is to answer the users’ questions before they ask them.
Question 3: How Will They Find Your Page?
We’re talking about keywords. It is essential to live and breathe keywords for SEO purposes. With keyword research, start simple. Find the ‘umbrella keyword’ for the page being created. An umbrella keyword is a keyword with many long-tail keyword variations which fit under it. For example, the keyword ‘chiropractor’ can have these longer keywords fit under it: chiropractor near me, family chiropractor, chiropractic adjustment, etc. Once the umbrella keyword has been chosen for the page being created, these other keyword variations organically come with it.
Question 4: Who Are The Competitors?
This final question is actually three questions combined.
- Who is already ranking in the SERPs (Search Engine Result Pages)?
- What are they doing to have that rank?
- How can my page do it better?
With these questions, look at the result pages for the umbrella keyword you selected in the previous question and figure out what those SERPs look like.
- Who is on top?
- Is there a GMB local map pack?
- Is there a featured snippet?
All of these different elements lead to other decisions. If there’s a featured snippet, write a blog post. If there is a map pack, make a targeted local service. Is there a lack of local competition on the SERP? Perfect.
Also, look at the top results. Go to their pages. Look at how their content is written in the eyes of your questions. Is it easy to tell who their target audience is? What are their design elements? Are there videos or none? This is just pure competitor research but a crucial role in the creation process. Connect with us today if you want to learn how we can help create your landing pages!