Landing Page
A specific page designed to rank for a search query and drive enquiries.
A landing page is any webpage where a visitor "lands" after clicking a link from a search engine, social media post, or advertisement. In a well-structured care website, the landing page is specifically tailored to the visitor's intent. If someone searches for "residential care [town]," they should land on a page that immediately addresses residential care in that location.
Effective landing pages for care homes include clear "trust signals" (CQC ratings, recent reviews), specific details about the care offered, and an obvious next step (Call to Action), such as "Brochure Request" or "Book a Visit." A common SEO mistake is sending all search traffic to the homepage, which forces visitors to work harder to find the information they actually wanted, leading to higher bounce rates.