Landing Pages

Forget Blogs (Landing Pages Come First)

Forget About Your Business Blog and Build Your Service Landing Pages

Let me begin with a slight contradiction:

You shouldn’t FORGET ABOUT your business blog… Blogging IS important. The problem is that building an active, well written blog without first having detailed, SEO-optimized service landing pages is like having a beautiful sports car…without an engine.

Service pages (or landing pages) that include as much useful, long-form content as possible about a given service (or service area) pay enormous search and discoverability dividends.

Landing pages are, in other words, the gift that keeps on giving.

Here are some of the reasons WHY you should invest time in building your service landing pages as well as some of the ways HOW you can do that.

Why Do Service Pages Matter?

Writing and designing great service pages takes time and money. But, trust us, the juice IS worth the squeeze. Here are a few reasons why:

Great Service Pages Validate Your Expertise

You can’t just call yourself an expert at something and expect everyone to believe you.

You have to create content. Detailed, well written content that is unique to your site will help you to establish your authenticity and authority online.

Having well-written content on your site is like having a clean office in-person, if you want people to take you seriously, you must have it!

Great Service Pages Build Customer Trust

When you create content on a topic that you focus on, you are projecting yourself as an expert in the field. Especially if the content is helpful or insightful, customers will feel inclined to trust you, based on all the wisdom you have shared.

Don’t just say ‘we do this’… Get into it. Get dirty. Tell them more.

Great Service Pages Can Help You Land New Viewers

Customers like helpful data, and are more likely to follow you and go to your web page if they see information that seems interesting to them. Get your content hooks into prospects so when they’re ready – They’ll remember you.

Great Service Pages Improve SEO

Content creation is a key element of SEO (search engine optimization – the art of technically and creatively improving your search rankings). Using content with the right keywords related to your service in the right places is a good way to promote web optimization for your landing page or website in general.

Good content on your site is also a great way to establish your online brand and make sure it is consistent. With blog pages, often times, individual writers will create content using their own voice and their own sensibilities, and it will not reflect the overall brand. So long as you use bylines, that is fine. But you want that everything else one your site (i.e. the web and or service pages) are all consistent and use the same voice and the same design styles.

Quick note, when I say “voice” I do not mean all your web pages should have identical content (that is a VERY bad idea, you can be penalized your website for having too much duplicate content), I simply mean they should be written in the same TONE.

For example, the content on Apple’s website is different from that on doctor’s office, and a doctor’s office is different from a hip apparel shop—you should write accordingly!

Great Service Pages Help You Build a Library

The good thing about content is that it stays with you. When you post a blog post or article, it will add to your existing library of content. After a period of time, this can add up and help brand your company.

Great Service Pages Help You Establish Your Brand

Brand establishment takes time. To elevate your brand, content postings can help get your name out there and get your company recognized in your industry.

Great Service Pages Can Improve Your Inbound Marketing

Along with your other inbound marketing strategies, content creation is key. Content is an excellent and core part of your marketing campaign. Be sure to include ways for people to contact you throughout your service landing pages.

How to Create Great Service Pages

The first thing to remember when creating content is that your web and service pages’ first duty is to answer people’s questions, to guide them through your site, and to help them understand your site’s purpose.

Content should not be created for the purpose of ranking highly in search alone. Ranking is a means to an end, the end being to help searchers. If we put the cart before the horse, we risk falling into the trap of low-value content tactics.

Do Keyword Research

In the last chapter, we learned methods for discovering how your target audience is searching for your content. Now, it’s time to put that research into practice.

Here is a simple outline to follow for applying your keyword research:

  1. Survey your keywords and group those with similar topics and intent. Those groups will be your pages, rather than creating individual pages for every keyword variation.
  2. If you haven’t done so already, evaluate the search engine results page for each keyword or group of keywords to determine what type and format your content should be. Some characteristics of ranking pages to take note of:
    • Are they image or video heavy?
    • Is the content long-form or short and concise?
    • Is the content formatted in lists, bullets, or paragraphs?
  1. Ask yourself, “What unique value could I offer to make my page better than the pages that are currently ranking for my keyword?”

On-page SEO allows you to turn your research into content your audience will love. Just make sure to avoid falling into the trap of low-value tactics that could hurt more than help!

Create Detailed Service Pages and Combine Information When Possible

While it’s common for a website to have unique pages on different topics, an older content strategy was to create a page for every single iteration of your keywords in order to rank on page 1 for those highly specific queries.

Back in the day for example, if you had a pizza shop you might create separate pages for pepperoni pizza, for cheese pizza, for sausage pizza, for meatball pizza, etc. And on each of those pages you might only have 25 to 50 words. For a time, this was a useful SEO strategy. It was not, however, helpful to consumers.

Thankfully Google corrected the problem and now makes it very clear in their ranking that to get your business listing to the top of their search engine you should combine pages if and whenever it is possible and always have a fewer number strong pages rather than a greater number of weak ones. Quality, in other words, over quantity!

Do Not Stuff Keywords

If you’ve ever been told, “You need to include {critical keyword} on this page X times,” you’ve seen the confusion over keyword usage in action. Many people mistakenly think that if you just include a keyword within your page’s content X times, you will automatically rank for it. The truth is, although Google looks for mentions of keywords and related concepts on your site’s pages, the page itself has to add value outside of pure keyword usage.

Writing “hardware, hardware, hardware,” a thousand times all over your website is not going to get your hardware shop to the top of Google—but it will annoy and dissuade your potential customers!


The acronym K.I.S.S. stands for “Keep it simple, stupid.” That should be one of your guiding principles when you are creating web content. That does not mean that you should keep it short, or vague, it simply means that to create great web and service pages you need to write and design GOOD, USEFUL, and (when possible) UNIQUE, content that visitors will be interested in.

If you can do that, then you’re already halfway there! Interested in testing our service or service area based landing pages on your site? Check out my landing page for… Landing pages 🙂 :::

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