Every landing page should be an all-rounder.

Similarly, a high-performing landing page needs to strike the perfect balance between SEO and conversion.

But let’s be real. Getting both right on the first try isn’t easy.

That’s where I come in. With experience crafting 70+ landing pages, I’m here to help you build pages that not only rank but convert.

Feel free to skip any section you’re already familiar with.

What is a landing page?

A landing page is a standalone web page that has one single objective called conversion.

It revolves around a specific call-to-action (CTA), such as:

• Signing up for a newsletter
• Downloading an ebook
• Registering for a webinar
• Making a purchase
• Filling out a contact form

—or any other desired action.

Start by clearly defining the conversion goal you’re aiming for. 

Once that’s set, move on to conducting keyword research.

Getting started with the keyword research 

Keyword research is the foundation and the very first step of a successful landing page. 

If it goes wrong, everything else that follows will fall apart.

For those who don’t know how the process flows, here you go:

• Identify the keyword
• Pick the right ones from the list
• Integrate the keyword into your landing page
• Optimize the SEO aspects (cause keywords just won’t do the work)
• Get the page ranked
• Drive clicks
• Convert visitors into leads or customers

Select one primary keyword 

Once you’ve picked your primary keyword, analyze it using SEO tools like Semrush or Ahrefs. 

These tools help you uncover key metrics such as:

• Search volume – How many people are searching for this term?
• Keyword difficulty – How hard is it to rank?
• Search intent – Is the user looking for information or ready to take action?

If we dig further into keyword intent, these are the types.

• Informational intent includes searches like “how to,” “what is,” or “best ways to” – these users are learning.
• Commercial intent involves “best,” “top,” “review,” or “vs” searches where users are comparing options.
• Transactional intent includes “buy,” “discount,” “free trial,” or “sign up” – these users are ready to act.

Refer to a keyword research guide if you’re unsure how to evaluate these metrics effectively.

Before committing to the keyword, make sure it actually has search volume.

If no one is searching for it, even if your page ranks #1, you’ll still get zero traffic.

Pro tip

Every keyword metric gives you a clue.

Understand what the numbers are telling you before moving ahead.

A solid keyword decision upfront sets the stage for everything else.

Embrace long-tail keyword strategy 

Long-tail keywords are a powerful way to optimize your landing pages. They’re more specific, face less competition, and often lead to higher conversion rates.

Instead of targeting a broad term like “email marketing,” go for something more focused, such as:

• “Email marketing software for small businesses”
• “Automated email marketing tools”

These phrases align more closely with user intent and make your page more relevant to what people are searching for.

Do competitor analysis 

You’ve probably heard this a lot — and for good reason. Competitor research is key.

If your competitors have landing pages that rank well, it’s worth analyzing them to see what keywords they’re targeting.

Tools like SEMrush or Ahrefs make this easy:

• Copy their landing page URL
• Paste it into the tool
• Review which keywords are driving their traffic

This helps you uncover content gaps, find keyword opportunities they missed, or even create better and more targeted pages than theirs.

What makes a better landing page

Design 

Your landing page’s design creates the first impression.  Make it count.

Keep it clean and distraction-free, and guide visitors toward your conversion goal.

Use enough white space and strategic color choices to make key elements like your CTA stand out.

Ensure your design is mobile-responsive. A large portion of users will view your page on phones.

Stick to a simple layout with a clear, logical flow: 

Headline → Benefits → Call to Action.

Copy 

Your copy should speak directly to your audience’s pain points and desires, using their language, not corporate jargon.

• Focus on benefits, not just features.
• Address objections before they arise.
• Create urgency without sounding pushy.
• Match your brand’s tone, whether professional or conversational.

Good copy builds trust, keeps attention, and nudges users toward action.

USP – Unique selling point

Clearly communicate why you’re better than the alternatives.

Your USP should be prominently placed near the top of the page and answer:

“Why should I choose you?”

Whether it’s price, quality, speed, or unique features, highlight your strongest differentiator with confidence.

Content 

Content should be scannable with short paragraphs, bullet points, and subheadings. 

Don’t overwhelm the visitors with content. Just give them enough information to make a decision.  

I have seen landing pages feel like a blog post. Never do that. Let it be precise. Use powerful words that evoke emotion and encourage action.

Every word should move your visitor one step closer to converting.

CTAs – Call to action

Use action-oriented language like “Get Your Free Trial” instead of generic “Submit.” 

Make buttons visually prominent with contrasting colors and an adequate size for mobile tapping. 

Place CTAs strategically throughout the page, but don’t overdo it. 

Test different CTA text and colors to optimize performance.

Forms 

Keep forms as short as possible. 

Only ask for the information you need. The more you add new fields, the less the visitors convert. 

For complex forms, consider a multi-step approach to reduce abandonment.

Above all, ensure the form works flawlessly on all devices.

Social proof and testimonials 

Reviews build trust, and trust drives conversions.

When visitors are considering taking action, like making a purchase or signing up for your newsletter, they want reassurance. 

Showing that others have already taken the same path and had a positive experience helps eliminate hesitation.

That’s where social proof and testimonials come in.

Display elements like customer logos, user counts, star ratings, and positive reviews prominently on your site. 

Video testimonials, in particular, tend to outperform text-based ones in building credibility and engagement.

A well-placed testimonial can tip the scales in your favor.

FAQs

Address common objections and concerns proactively. 

Organize FAQs logically, starting with the most important questions. 

Use clear, concise answers that reassure rather than create new doubts. 

Consider using expandable sections to keep the page from becoming too long while still providing detailed information when needed.

Each element works together to build trust, address concerns, and guide visitors toward taking action. The key is ensuring all elements align with your conversion goal rather than competing for attention.

Make the landing page SEO optimized 

Imagine paying hefty dollars to Google to rank in the #1 position. That’s a lot of money. 

If you have done SEO right, you don’t have to waste your money on paid ads.  

But what you can do to make sure your landing page is SEO-optimized. 

Let’s see that. 

Implement on-page SEO right

On-page SEO for a blog would be so easy because the blog format is full of text-centric centric where you can place your keyword naturally. 

But SEO for a landing page is a different game. You have minimal space, and you don’t have to be text-infused. 

I have come across countless landing pages, still stuffed with content and keywords. 

If you are doing that, then your page should look like a blog, not feel like a landing page. Therefore, you can expect a poor conversion. 

Here’s the on-page SEO checklist 

URL structure: Use clean, keyword-rich URLs like /free-marketing-audit instead of /landing-page-1

Meta title: Include primary keyword within 60 characters, such as “Free Marketing Audit – Boost Your ROI Today”

Meta description: Write compelling 150-160 character descriptions with keywords that encourage clicks

Content optimization: Place the primary keyword in H1, the first paragraph, and naturally throughout. Use header tags (H2, H3) for structure and include related keywords

Schema markup: Implement relevant structured data for your offer type (Service, Product, Organization) to enhance search visibility

FAQ section: Add FAQ schema markup to potentially appear in featured snippets and address common search queries

Internal links: Link from relevant blog posts and service pages to distribute authority and improve discoverability

Page load speed: Optimize for under 3 seconds loading time through image compression, code minification, and efficient hosting

Mobile responsiveness: Ensure a perfect mobile experience since Google uses mobile-first indexing

If you have followed all these on-page checklists, your page is likely to rank in the #1 position. 

Forget about it. I am just kidding. 

Beyond this, you can focus on acquiring backlinks, which would cover your off-page SEO. 

While doing so, don’t follow the old way to acquire backlinks. I mean the black hat practice.  

Here’s how you have to approach your backlink strategy. 

Conclusion 

Put yourself in the user’s shoes. What do they have to achieve from your landing page? 

When they search for some queries and land on your page, let’s say they search for ‘SEO service for landing page’. The intent of this keyword is commercial. They are on your page to get converted. But somehow, a bad landing page can make the user hesitate to take the next move. You don’t have to do the same to your users to create a terrible experience. 

Convince them. Either with your offers, USP, testimonials, and convey in the content why countless clients have signed up for your SEO service, and how satisfied they are. 

Above all, more than marketing your service there, you had to provide real value to the market. That will do. 

Once your landing page is ready, hit live and see how it is performing in real-time.