Pillar pages and landing pages have completely different functions, but they can work together to help generate leads and show up organically in search engines.
What is a pillar page?
A pillar page, or content pillar, is part of a larger pillar-page strategy that provides in-depth coverage of a topic. The pillar page strategy is supported by subpages and blogs that provide relevant information on the same topic. It’s hierarchical, with all content rolling up to the main pillar page topic. Search engine crawlers prioritize websites with this kind of topic-organized content. It can help you rank for important inquiries.
What is pillar page SEO?
Pillar page SEO means identifying keywords you want to rank for and using these throughout your pillar page strategy. This is what it’s all about. Use those keywords in your headings, subheads and other text. Be sure to assign H1 and H2 tags to these headings. Be consistent—use these words throughout all of your online accounts.
Landing pages focus on a single topic: Lead generation
Unlike pillar pages that provide comprehensive coverage of a single topic, good landing pages can focus on a single objective—lead generation. A landing page is a dedicated page on a website that you land on directly from an external source such as a paid ad or email. It’s highly targeted, persuasive in nature, designed to connect with a predetermined audience. Landing pages can be constructed for SEO purposes to capture organic search traffic. They can also be used with paid advertising through search engines or social media.
Landing pages in a marketing campaign
Landing pages are usually accessed by a link from a paid ad or email. Traffic from paid ads has high commercial intent and is usually ready to complete an action. The page must be ready to fulfill that need.
A landing page should be providing:
- A unique proposition. Define what makes your product so appealing and enticing. Why should the user take action? Use the proposition in the headline to gain attention and encourage the user to read the supporting copy. Follow best practices for writing headlines and subheads. Short, crisp, attention-getting headers. Easy to read fonts. Use an image that’s descriptive, one that helps define your further your proposition.
- Just one thing. Make sure you’re promoting one thing. I see this a lot. It quickly becomes confusing and dilutes your messaging. Make sure you’re promoting one product or one service.
- Call to Action (CTA). The most important part of the page. Make your CTA button obvious and stand out. Include a CTA above the fold and repeat at the bottom of the page.
- Benefits of the offer. Don’t sell features, sell benefits. How will this make the user feel? How will it make their lives or jobs easier, save them money, etc. There must be a visceral appeal.
- Social proof. Word of mouth and social approval offer trust. People are risk-averse and reviews are now a fact of life. None of us makes a purchase these days without reading the reviews. We’re reassured by others’ positive experiences.
Can a home page be a landing page?
Theoretically, your homepage is a landing page. But it has too many functions to be focused on landing page conversion. The home page usually exists as the portal, enabling a user to navigate to other pages. Despite the trend toward minimizing navigation, I don’t get it. Why make it difficult for users to find what they’re looking for?
Unlike your homepage, a landing page is designed to convert visitors into leads. Landing pages are the gatekeepers to your most valuable content offers. Landing pages map to the sales funnel.
Aside from delivering on the promise and intent of the query, the organic landing page must also make the brand and offer clear.