A well-designed landing page is not just visually appealing, but it is also SEO-aligned, user-intent focused, and built to convert.
Instead of trying to be *everything* for everyone (like a homepage) a landing page should have one clear goal and every element on the page should support that goal.
If you’re looking to make sure your landing pages are both ranking in search and converting visitors into customers, subscribers, or leads, we need to make sure the page has a few things.
1. Start With a Clear Goal (Your SEO Foundation)
The first step in how to design a landing page is deciding what action you want visitors to take.
Your goal shapes everything — from keyword strategy and headline to visuals and CTAs.
Why a Singular Goal Matters for SEO
Search engines reward relevance and clarity. A page with mixed intentions sends mixed signals to Google and your audience, which can:
- Dilute semantic keyword relevance
- Increase bounce rate (harmful for SEO)
- Lower engagement signals that search engines use to rank content
Example of clear vs. unclear objectives:
- Goal: “Get visitors to download an SEO checklist”
- Mixed Goals: “See our services, blog, and sign up for updates”
When you define one goal upfront before you start designing the page, you can align your on‑page SEO, copy, and user experience around that focus.
Landing Page Goal Examples
- Coaching/Consulting: Book Discovery Calls
- SaaS/Tech: Free trial sign-up
- Local Service Business: Request a quote
- Product-based business: Shop the Collection
2. Choose the Right Keyword Intent
Let’s use this post for example. When someone searches “how to design a landing page”, their intent is usually:
- Instructional: They want practical steps
- Strategic: They want to understand structure, not just aesthetics
- Results‑oriented: They care about performance and conversions
SEO Tip: Use long‑tail variations of your target keyword within your headings, body content, and image alt text:
Examples:
- how to design a landing page for conversions
- landing page design best practices
- landing page SEO design tips
These variations help search engines understand the full topical relevance of your page.
3. Design the Structure With SEO & Conversion in Mind
Here is the recommended structure for a landing page that works for SEO and UX:
Headline (H1)
Your headline must:
- Match the user’s search intent
- Include your main keyword
Subheadline
This reinforces value and expands the keyword theme. Naturally include a secondary keyword here (e.g., landing page design best practices).
Real World Examples:
Coaching Headline: “Unlock Clarity In Your Business in Just 30 Minutes”
Coaching Subheadline: “Book a free clarity call to uncover your next step in your growth–no pressure, just strategy.”
SaaS Headline: “Try [Product Name] Free for 14 Days – No Credit Card Required”
SaaS Subheadline: “Streamline your workflow, cut hours from your week, and join 10,000+ teams already saving time.”
Local Service Business Headline: “Reliable HVAC Service in [City] — Book Your Free Estimate Today”
Local Service Business Subheadline: “Fast, affordable, and trusted by 500+ local homeowners. Schedule service online in minutes.”
Product-Based Business Headline: “Winter’s Coziest Scents Are Here — Shop Our Limited Candle Collection”
Product-Based Business Subheadline: “From Evergreen to Spiced Chai, these seasonal soy candles are small-batch, hand-poured, and only available while supplies last.”
4. Body Content: Focus on User Intent & Clarity
Every section on the page should either educate the visitor, or push them toward the goal.
Landing Page Copy Tips
- Break content into scannable sections with keyword‑rich subheadings.
- Use bullet points, numbered steps, and visuals to improve readability.
- Include semantic keywords (e.g., form optimization, CTA placement, UX design).
Example Subheadings
Coaching / Consulting:
- “What You’ll Gain From This Free Clarity Call”
- “This Is for You If You’re Feeling Stuck or Overwhelmed”
- “Real Clients, Real Results: What They’re Saying”
- “Let’s Cut Through the Noise — One Conversation Can Shift Everything”
SaaS / Tech
- “Here’s What You Can Do in 14 Days”
- “Built for Busy Teams Who Need Real Results”
- “Integrates Seamlessly With Tools You Already Use”
- “Why [Product Name] Is Different (And Better)”
Local Service Business
- “What to Expect When You Book With Us”
- “Fast, Friendly, and Always On Time”
- “Trusted by Homeowners Across [Your Area]”
- “Get an Estimate — No Surprises, No Sales Pitch”
Product-Based Business: Candle Brand
- “Scents That Feel Like Home”
- “Hand-Poured in Small Batches With Natural Ingredients”
- “Limited Edition — These Won’t Last Long”
- “Customers Are Raving About Our Winter Collection”
5. SEO‑Friendly Technical Elements
When you research “how to design a landing page,” Google expects a well‑structured, fast, crawlable page.
Technical SEO Checklist
- Fast page load speed (minimize scripts and large images)
- Mobile‑first design (Google’s mobile indexing prioritizes this)
- Schema markup for enhanced SERP features (e.g., FAQ)
- Optimized images with alt text that includes contextual keywords
- Internal links from relevant pages (blog posts, service pages)
- External authoritative links where relevant (support concepts with trusted sources)
6. Call‑to‑Action (CTA): Make It Obvious
The CTA is the most important element on your landing page.
Design Tips:
- Use contrasting colors
- Place primary CTA “above the fold”
- Use action‑oriented text like “Download Your SEO Checklist” or “Start Your Free Trial Today”
SEO Note: A strong CTA improves engagement metrics (like clicks and time on page), which are positive signals in search ranking.
7. Visual Design That Supports Search Performance
Visual design helps with conversions, but it must also be search‑friendly.
Key Principles:
- Use relevant images that reinforce content
- Optimize images (compressed but high quality)
- Add descriptive alt text (don’t stuff keywords, but be descriptive)
Example Alt Text: “Screenshot of an optimized landing page hero section with CTA button.”
8. Avoid These Landing Page Design Mistakes
These common issues hurt both SEO and conversions:
❌ Too Many Goals: Leads to confusion and dilutes keyword relevance
❌ Unclear Messaging: Visitors should understand the value in 5 seconds
❌ Cluttered Layouts: Too many visuals or links distract from the goal
❌ Poor Technical Setup: Slow load times and non‑responsive design
9. Real‑World Example: Putting It All Together
Let’s say your goal is to get visitors to download a guide on landing page design.
Product‑Based Example: Seasonal Candle Collection Page
Example Concept: A limited‑edition winter scent landing page on an ecommerce site. Similar to many successful ecommerce landing pages that focus on one specific product or product collection.
Goal: Drive direct purchases of the limited collection.
Headline: “Winter’s Coziest Scents Are Here — Shop the Limited Candle Collection”
Features That Work:
- Hero image or video of product being lit to evoke mood immediately
- Simple, single CTA above the fold: “Shop Now”
- Short bullet list of scent benefits and materials
- Reviews or “best‑selling” badges to build social proof
Why It Works: Ecommerce landing pages that sell specific products focus messaging tightly on a single conversion action — buying. They avoid navigation and distractions, which improves conversion rates and keeps visitors on task toward the purchase goal.
SEO Tip: This page should be optimized with keywords like limited edition candles, hand‑poured seasonal scents, and holiday candle collection — all of which match user intent for product discovery and purchase.
This kind of structured content satisfies search intent and helps your page rank better!
It’s Important to Design With Purpose
When you approach landing page design through the lens of SEO + conversions, every element — from headline to CTA — works toward two goals:
- Rank higher in search results
- Convert visitors into customers or leads
To design a landing page that performs, keep it clear, focused, and optimized for both users and search engines!
