Landing Pages

A landing page is a page dedicated to a topic that links back to your main website. The goal is to offer your landing page as a result for a specific query or targeted ad, and for potential clients to navigate to your main site from the landing page. In the case of retail jewelers, they are useful for highlighting product categories or services you offer.

Though landing pages have a number of uses, in this article we’ll discuss the use of landing pages to appear on SERPs.

Using Landing Pages

Landing pages have a dedicated and specific use: they drive traffic to your site. A landing page is generally based off a specific key phrase and has one clear goal. You can use a landing page to send traffic to your product pages, convince someone to sign up for your email newsletter, or provide a page of clear and focused information about a topic (i.e. store services). Persuasive or educational copywriting, a call-to-action, simple and non-distracting navigation, and clear topics are all elements of a successful landing page.

Landing pages usually answer a question or provide a result for a specific query. One of the best ways to do this if you’re running a physical establishment as well as a web presence is to target location-specific keywords. There are thousands of places that sell fine jewelry, engagement rings, and holiday gifts, but the competition in your area is far less than the global competition. Targeting long-tail keywords with locations called out (i.e. “custom engagement rings in the Charlotte, NC, area”) is a useful strategy for landing pages, especially when taking into account the number of “near me” searches that has increased rapidly in recent years.

Landing Page Components

The basic components of any landing page are clear headers, SEO-optimized text, and meta information that centers around one idea (your key phrase). Having an H1 and a few H2s with keywords in them help search engines understand what your page is about. A few paragraphs of concise, clear text are also essential. While it doesn’t hurt to add images, make sure to include alt-text for each one. Finally, do not forget the most essential part of any landing page – linking to your main site! Whether you link to a product page, a category page, or a few specific items, it should be clear where you want the viewer to go next.

Landing Page Topics

Some successful topics for landing pages for retail jewelers that Punchmark has seen in the past include holiday and celebration gift guides (Mother’s day, Valentine’s day, Christmas, graduations, anniversaries), component-specific education (gold, silver, diamond, or gemstone jewelry), engagement and bridal pages (choosing an engagement ring, bridal jewelry, custom engagement rings), or product information (bracelets, earrings, custom work, pendants, types of necklaces). Though specific, landing pages play to a wide variety of uses. Be creative and intentional to get the best results.

Building Landing Pages with Punchmark

Building a landing page is simple with SiteManager: create a new page within the Content section, and choose one of the pre-built landing page templates, or use a basic landing page template (the Informational page template is recommended for basic landing pages). Fill out your page with text, images, meta information and title tags relating to your desired key phrase, provide one or more internal links to your main website, and that’s it!

Landing Pages for Jewelers

Landing pages can work in a variety of ways, but here is an example of how we use them most often at Punchmark:

The Golden Karat is still looking to increase their online sales for gold rings. They decide to create a few landing pages that are location-specific for the town they are in (Hobbiton) and their region (Westfarthing). Each page is composed of an H1, three body paragraphs with sub-headings (H2), and links to the gold rings category on their main website. At the bottom of each page is a very clear CTA inviting the reader to browse their collection of gold rings.

Each H1 very clearly states their intent: “Unique Gold Rings in the Hobbiton area” and “Custom Gold Rings in Westfarthing, The Shire.” Each page has similar copy, but they are careful not to copy-and-paste from one to another. Their URL structures, title tags, and meta information reflect their keywords as well.

Using clear copy, well-thought-out meta information, and an emphasis on keywords and location specificity, The Golden Karat is able to convert traffic from SERPs and drive viewers to browse their product gallery. They can now use this landing page as the click-through-link for ads in their digital marketing campaign promoting gold rings, as well.

Landing Page Checklist

After reading this section, you should understand the following:

• What is the purpose of landing pages?

• What are some key elements of a landing page?

• What type of keywords work best on landing pages?

Landing Page Action Items

To improve your SEO using landing pages, follow one or more of these steps:

• If you haven’t already, build a landing page!

• Audit any existing landing pages for keyword-focused meta information, title tags, and URL structure.

• Give each landing page a clear CTA.

• Consider adding eye-catching and relevant images to existing landing pages, and include alt-text for each image.