Creating SEO Services Landing Pages That Convert

Creating a landing page to showcase your SEO services is one thing. But having that page both ranks and drive conversions can be tricky. After all, you are competing with an entire industry of SEO professionals who specialize in ranking pages and driving conversions.

That being said, you might be surprised at how many SEO consultants and agencies are missing the mark with their own SEO services landing pages. And, where they miss the mark, you have a giant opportunity.

With a bit of strategic planning and straightforward execution, you have the ability to create an amazing landing page and place your SEO offerings directly in front of the people who need them.

Be warned, just slapping a landing page together without doing a bit of critical thinking and planning won’t deliver the kind of results you are looking for. Instead, we’re going to help you by breaking this landing page creation process into two phases:

  1. Landing Page Content Planning
  2. Landing Page Creation

And, we’ll be using this landing page as an example throughout this guide.

Phase 1: Landing Page Content Planning

Step 1 - Identify Your Target Audience

Trying to sell general SEO services to anyone who wants them regardless of their location, industry, or business type is going to be an uphill battle. You can try, but know that you are going to be competing against SEO powerhouses who have been around for decades and firmly secured great rankings for their SEO services pages.

Instead of focusing on general SEO, we recommend that you pick a more specific target audience who will be highly receptive to the specific type of SEO services you’re offering. Then, speak to them on your landing page.

You might want to target a particular type of business, or businesses in a particular industry or location. The bottom line is that you need to narrow down who you’re targeting so that you can actually compete. If you don’t, your SEO services landing page will quickly get buried by the seasoned pros.

So, look at your current clients and start from there. What attributes do they share? Location? Industry? Business type? Find a common denominator to help define the qualities of your target audience.

Deliverable to complete Step 1: Identify a target audience you can serve better than anyone else.

Step 2 - Identify Your Audience’s Pain

Once you know who your audience really is, you need to identify the common pain point of its members. Based on years of experience, we can pretty much guarantee your audience’s biggest pain points are some of the following:

  • Lack of sales or leads.
  • Not appearing at all in the search results.
  • Getting buried by competitors in search results.
  • Lack of traffic, therefore not generating a return on investment (ROI).

Pick the pain point(s) most applicable to your audience, or come up with your own. We’ll be coming back to this once we start building out your landing page.

Deliverable to complete Step 2: A list of major pain points which you can remedy for your audience.

Step 3 - Identify What Your Audience Has to Gain

Now that you have identified your audience’s pain points, it’s time to think about what they have to gain by working with you. Go back to your list from the previous step and identify how your audience will experience the opposite of each pain point by working with you. Think benefits and outcomes versus features or services. Your new list will probably look something like this:

  • Increased sales, leads, and conversions.
  • Improved performance in search results.
  • Outperforming the competition.
  • A website with a positive ROI.

Now, you have positive, impactful results to sell to your audience through your landing page. Just know that they will also want to know how you are going to deliver those results.

Deliverable for Step 3: A list of all the positive results your clients can expect when they work with you.

Step 4 - Identify the Solutions You Offer to Cure Their Pain

Everyone selling SEO services has a unique process or set of solutions. You may already have your own unique set of solutions for your clients. If you work with Pathfinder SEO, you’ll receive an SEO checklist and monthly tasks to ensure your clients stay on the right track.

Whatever your process or solutions, describe how you work so that your audience knows you’re capable of walking the walk. If you sell them a bunch of promises without an obvious plan, they’re much less likely to enlist your services. Show your audience how you plan to deliver results.

Deliverable for Step 4: An explanation of exactly how you do what you do.

Step 5 - Choose One Action You Want Your Visitors to Take

Finally, decide what the one action you want your audience to take is when they see your landing page? Typically, it’s going to be the action that is most likely to lead to a purchase/conversion. Maybe you want them to call, send an email, or sign up for a demo. It could even be taking advantage of some sort of value add like a free SEO site audit.

Pick the one call to action that is the mostly likely to drive a conversion.

Deliverable for Step 5: A clear call to action that you can use on your landing page.

Freelancers & Agencies — Grow your Recurring Revenue with SEO as a Service

Learn how to pitch, price, and apply a process to SEO services.

SEO services

Phase 2: Landing Page Content Planning

You’ve done some critical thinking about who your audience is, what problems they have, and how you are going to help them solve those problems. Now it’s time to pull it all together and add some additional elements that will bolster your landing page and help you sell your offerings.

When it comes to building landing pages that convert, we love to look to this article by Chris Lema at Liquid Web. In it, Chris recommends nine different elements to help your landing page convert and does an amazing job distilling why each element is essential. We’re going to take his suggestions and riff on them a bit (with his permission) to help your landing page get found and then convert potential clients.

Step 6 - Create a Headline Your Audience Cares About

SEO Services Landing Page H1 Example

You have just a few words to pull visitors in and keep them from bouncing away in search of a better option out there on the internet. Use a headline that is clear, concise and capable of capturing their attention by alluding to something they seriously care about.

Here are some ideas that might help your headline get some attention:

  • Mention who this page is for (i.e. your target audience).
  • Solve a problem.
  • Pose a question they are already asking.
  • Appeal to positive emotions.
  • Use numbers and performance stats.
  • Include a major benefit.

Now that you have their attention, it’s time to show them you relate to their pain.

Step 7 - Feel Their Pain

Pain Points

Show your audience that you can relate to the pain points you just identified. You can do that by literally spelling it out for them. Echo back their pain to them.

Is their site not getting enough visitors? Are they not generating enough leads? Maybe their site has become a money pit with no perceivable ROI?

You’ve already identified their pain; now, prove that you know what they must be feeling. Connection builds trust.

Step 8 - Tell Them What Benefits You Will Provide

SEO Services Benefits

You deliver results for your clients. Those results are the major benefits they are seeking, and you need to describe them in this section of your landing page. Let potential clients know what they can expect if they hire you to work on their SEO.

Just know that if you say you can deliver something here, people are going to have some expectations when they become clients.

Step 9 - Tell Them How You Do It

SEO Solutions

You just told them what results to expect. They also know you can relate to their pain (from Step 7). Now, tell them how you are actually going to address their pain. This is the strategic piece. This is how you do what you do, and it’s the piece that shows potential clients that you walk the walk with a solid plan that will deliver results.

Beware that it’s easy to throw around a lot of technical terms that are going to make no sense to a normal visitor in this section. Avoid using SEO jargon. Instead, focus on using simple and straightforward explanations and examples that an eighth grader could understand.

Step 10 - Show Them Who You Are

SEO Team

Although not in Chris’ article, we like to add this section to our landing pages. The SEO industry is notoriously sketchy thanks to a bunch of bad actors and black hat SEOs. To alleviate any client doubts or concerns about who’s really doing the work (whether you’ll be completing the tasks yourself or sending them over to a subcontractor in Azerbaijan), show potential customers who you are.

Although we’re using stock photos for demonstration purposes, stock images don’t cut it in real life. Use real headshots of your team so that when your visitors research your team’s LinkedIn profiles or look them up on Google, there are no disconnects.

Step 11 - Provide Social Proof with Trust Symbols

SEO Services Social Proof

You just showed people who you are. Now, show them that you are trustworthy, credible, and capable of delivering results.

Minimize any fears visitors might have about working with you by showing them that you are legit. The easiest way to do this is by giving them some trust symbols. By trust symbols, we mean reviews, testimonials, examples of clients, certifications, etc.

Give them solid reasons to work with you (such as how trustworthy and professional you are) and they are much more likely to hire you.

Step 12 - Explain the Investment

SEO Pricing Table

SEO services aren’t inexpensive. One way to disqualify leads that aren’t even worth chasing is by showing them the cost of your services. That way, you know that the people who click your call to action are fully informed and already considering spending money on the services you offer.

Did you also notice how we positioned pricing as an investment instead of a cost? That’s because SEO is something you invest in. As the saying goes, “You have to spend money to make money.”

Step 13 - Tell Them What You Want Them To Do

Call to Action SEO landing page

At this point, your landing page visitors should have most of the information they need to either decide to take the next step, or pass.

Give people an easy way to do the one thing you want them to do more than any other. Include that call to action that has the highest conversion rate for your business, and make sure it’s the last thing people see on the page.

It’s also probably worth going back to include your call to action at least once above the fold, and maybe a couple more times where it makes sense. Don’t slap it all over the page, though; instead, thoughtfully place it in locations where people might actually be inclined to click on it.

Step 14 - Search Engine Optimize All of It

The last (and most important) step of this process is to optimize your landing page based on SEO best practices. After all, you’re selling SEO services; if your own page isn’t well-optimized, visitors might question whether or not you actually know what you’re doing.

Use your landing page’s SEO as another opportunity to show your potential clients how you walk the walk when it comes to SEO.

The Upshot of Creating SEO Services Landing Pages

Creating a great SEO services landing page isn’t all that difficult if you put a bit of critical thinking and planning into it.

Once you create a landing page, send it out to your professional network and ask for constructive feedback that might help you improve it. If you are a Pathfinder SEO subscriber, your SEO Coach will be able to give your some great pointers.

Most importantly, make sure you are speaking to a specific niche of potential customers who could benefit from your services, and don't forget to optimize it flawlessly.

Freelancers & Agencies — Grow your Recurring Revenue with SEO as a Service

Learn how to pitch, price, and apply a process to SEO services.

SEO services
Erik Wardell

Erik Wardell

Erik loves breaking down complex SEO topics into understandable instructions anyone can follow. In his role as an SEO coach, he guides Pathfinder SEO customers through the SEO process on a daily basis, giving them helpful tips, instruction, and advice along the way.