/write-content

Technique 33: Landing Pages

What It Is

Conversion-focused pages designed to turn visitors into leads or customers. Minimal navigation, single clear CTA, and persuasive copy. Can target both organic search and paid traffic. Captures "[service] aanvragen", "[tool] proberen", and "[action] offerte" searches.

When to Use

Transactional intent -- user is ready to take action (sign up, request a quote, start a trial, download). Use for campaigns, specific offers, or high-intent keywords where the goal is conversion, not education.

Structure Template

H1: "[Clear value proposition in one line]"
    (e.g., "Bespaar tot 30% op je energierekening -- vergelijk nu gratis")

Hero section:
    H1 + supporting subtitle (1 sentence)
    Primary CTA button (contrasting color, action-oriented text)
    Trust signals: customer logos, rating, "X klanten gingen je voor"
    Hero image or product screenshot

H2: [Problem statement]
    2-3 sentences describing the pain point
    "Herkenbaar?" or "Klinkt dit bekend?"

H2: How [product/service] solves this
    3-4 key benefits as icon + headline + 1-sentence description
    Benefits, not features -- focus on outcomes

H2: How it works
    3 steps: simple process visualization
    Step 1: [Action] → Step 2: [Action] → Step 3: [Result]

H2: Social proof
    Testimonials (2-3, with name, photo, company)
    Key metric: "4.8/5 based on 2,340 reviews"
    Customer logos or media mentions

H2: [Objection handling]
    Address top 3 objections directly
    "No credit card required" / "Cancel anytime" / "GDPR compliant"

CTA section (repeated):
    Same primary CTA as hero
    Urgency or scarcity element if genuine

H2: FAQ (optional, below fold)
    3-5 conversion-related questions

Word Count

800-1,200 words (every word must serve the conversion goal -- ruthlessly cut anything that does not)

Schema Markup

• Primary: WebPage or Product/Service (depending on what is offered)
• Secondary: FAQ (if FAQ section is included)
• Tertiary: Organization (trust signals)

Featured Snippet Strategy

• Format: Not the primary goal for landing pages
• Target: Focus on ranking for transactional keywords, not snippet capture
• Tip: The H1 and meta description should include the primary transactional keyword

CTA Placement

• Hero section: Primary CTA above the fold (most important placement)
• After benefits: Reinforcement CTA
• After social proof: Strongest conversion point -- repeat primary CTA
• Sticky bar: Persistent CTA on scroll (mobile and desktop)
• Maximum 1 CTA type: Do not offer multiple different actions -- one page, one goal

Internal Linking Strategy

• Minimal outbound links: Do not link away from the page unnecessarily
• Link to terms, privacy, and legal pages in footer only
• Receive links from blog content, email campaigns, and paid traffic
• Receive links from related service or product pages
• Do not include main site navigation if possible (focused experience)

Key Success Factors

1. One page, one goal: Every element must serve the single conversion objective
2. Above-the-fold CTA: The primary CTA must be visible without scrolling
3. Social proof is non-negotiable: Testimonials, ratings, or customer counts build trust
4. Address objections explicitly: "No credit card", "Cancel anytime", "Free trial"
5. Fast load time: Landing pages must load in under 2 seconds (conversion drops 7% per second)
6. Mobile-first design: Majority of traffic is mobile -- design for thumb-friendly CTAs

Common Mistakes

• Too many CTAs or competing actions (confuses the visitor)
• Wall of text without visual hierarchy (no one reads landing pages linearly)
• No social proof (claims without evidence do not convert)
• Including full site navigation (provides escape routes from conversion)
• Generic stock photos instead of real product screenshots or customer photos
• CTA text that says "Submit" instead of action-oriented text ("Start gratis", "Vergelijk nu")
• Not testing variations (landing pages should always be A/B tested)

Example Topics by Niche

• Energy: "Energievergelijker -- bespaar tot 30% op stroom en gas"
• Telecom: "Glasvezel aanvragen -- check beschikbaarheid op jouw adres"
• SaaS: "Start your free 14-day trial -- no credit card required"
• E-commerce: "Gratis verzending op je eerste bestelling -- meld je nu aan"
• Local services: "Ontvang 3 gratis offertes van schilders in jouw regio"