While 82% of construction professionals employ inbound marketing techniques, landing pages rank below many other tactics with only 42% leveraging such a powerful tool (CMA Inbound Marketing Study).
Often, landing pages are developed for relevant keywords with high search volume. Keyword analysis supports this initiative. In addition, offers with registrations are often used with these pages dedicated to keywords to drive lead generation. In addition to basic SEO techniques, targeted landing pages provide an opportunity for construction companies to rank in SERPs for more keywords (like location, products, or services), boost lead generation, and allow you to provide specific, customized content for prospects.
Location Landing Pages
Research shows that 49% of local searches are conducted without a specific brand in mind (Google Places). Does your company need location landing pages? Check out three reasons location landing pages may benefit you:
- Do you have multiple physical locations? If you have multiple physical locations a landing page can provide specific contact information for that location (address, phone number, directions, etc.)
- Do you serve multiple locations? If you are located in a large city like Chicago, you want to rank for more than just Chicago if you serve the surrounding suburbs. Consider creating landing pages for all cities you serve.
- Do you have unique/relevant content for each page? Quality will always be an important factor to the ranking of your page. Don’t waste your time creating low quality pages in an effort to game the SERPs, they won’t rank anyways.
When creating your local landing pages be sure it’s optimized for local search:
- Use the following structure CITY + SERVICE in your page’s URL & title tag, & H1 tag
- Include specific service/product information for that location (if applicable)
- Avoid duplicate content with other local landing pages on your site with unique content
- Vary anchor text when interlinking with this page
Service/Product Landing Pages
Many searchers looking for specific construction services, perform specific-searches, “roofer + city”, as opposed to a broad, “construction + city” search. Many companies use a “services” page where they list of all of their available services on one page. However, a separate landing page for each service gives you higher search authority than having all of services listed on one page on your site. And you can rank high for multiple services!
When creating your service/product landing page:
- Use the service name in the URL
- Use the service name in the H1 tag/meta description
- Include a call-to-action
- Provide unique content
- Vary anchor text when interlinking with this page
Another good use for landing pages are for specific promotional offers. Overall, landing pages are very effective in driving targeted (people looking for a local provider or specific product/service) traffic to pages on your website. Also, using the two types of landing pages above, allows you to gage the popularity/demand for your services in specific locations or for your specific services so you can adjust your marketing strategy accordingly.
Do you have any tips or examples to share? Please let us know in the comment box below!
One thing I would like to point out that you may have forgotten to mention in your post is the “unique selling proposition”. This is basically what you can do that others can’t. Lading pages or squeeze pages work but you have to give people a reason to add their email to your list or request for more information on your services.
This is great advice for getting traffic. Thanks for the advice!
Great post. One other thing to consider might be attaching a blog to your domain name either as blog.nellocontruction.com or nelloconstruction.com/blog. From this, you can create informative posts utilizing keywords and inbound linking, establishing your website as a subject matter expert on all things construction or whatever field you’re looking to dominate in search.
Landing pages definitely are a huge part of getting traffic, but not the only way. Great post, thanks for sharing!
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