Wondering how many landing pages your limo business should have? The short answer is: it depends. On what? Read on.
Landing pages are a core part of any lead generation strategy. Here’s the flow for landing pages and Google Ads:
- You create a killer ad
- You serve that ad up on Google
- Someone clicks on the ad
- That click takes them to a designated landing page
- They enter info to get a free download or learn more
From that click, they can enter your sales pipeline, meaning your team can follow up with them via call, email, or text. It’s a solid process.
Landing pages are also part of your SEO strategy. You can create landing pages to address any number of long tail keywords, which boosts your overall domain authority as well as increasing the number of keywords your site ranks for.
The goal of landing pages is to capture information, gaining a viable lead out of every person who clicks on the ad. This is part of what we call your marketing funnel, where people go from “just curious” to “here’s my credit card.” The goal is to take them along that path in a way that is both fast and frictionless.
A lot of times, I watch newbies fumble with landing pages because they make it too complicated or focus on the wrong things. There is a sweet spot here, having the right number of landing pages for paid ads and landing pages for SEO.
“How Many Landing Pages Does My Limo Business Need?”
Here’s why we’re talking about this: I was asked this question by a client — how many landing pages should I have for my limo business?
He was aiming to get more leads from trade shows, and looking for a very specific type of buyer. Knowing that aim is a good start, but there are also some overarching best practices when it comes to the number of landing pages for your limo business.
Read on for my best advice — as a limo marketing paid ad strategist — for how to use landing pages for your limo business.
Google Ads Landing Pages for Limo Businesses
First, let me make it clear that your Google Ads landing pages should be separate from your SEO landing pages. That’s a blanket recommendation, and it’s because the purpose of these two types of landing pages is different.
Google Ads landing pages will be informed by the data you get from running ads. I can’t stress enough that your Google Ad data can be a goldmine of insights for your MVP keywords and overall ad strategy.
Here’s how it works:
- Let’s say your account has 20-30 different keywords
- Someone is searching Google on a phone, tablet, or desktop
- If they search “Limo service Los Angeles,” and you have that keyword in your ad, your ad will show up
- They click on the ad
If you go inside your Google Ads, you’d see that the search was an exact match, meaning the person searched for the precise keyword your ad was associated with.
Over time, you’ll see trends, observing the leads and ultimately sales that result from particular queries.
Here’s why having a few Google Ads landing pages matters for your limo business:
There are trillions of search queries, but most of them are pretty similar. 80-90% of searches are things like “limo service,” “car service,” “party bus rental,” “charter bus rental,” etc.
Most people don’t identify anything more specific than that, for instance “rent a limo for a Birthday party.” It happens, but not very often, which means it’s a low volume keyword (I’ll tell you what to do with those in a minute).
With Google Ads, you want to show up, which means you have to cast a wide net.
Which Google Ads Keywords to Set Up Landing Pages For
I recommend setting up landing pages for the most common queries:
- Car service
- Party bus
Here’s why: making those segments trackable will help you hone in on what types of buyers are searching for those phrases, then which of the searchers are actually converting into leads in your system.
For instance, because you run a limo business or car business, you know that people who search for “limo” in your area do so for a wedding or special event. In contrast, people who search for “car service” in your area may be professionals, business travelers, and even people on vacation. You want to match the language to the buyer type, and tracking it through landing pages will clarify search intent.
Here are two examples:
- A landing page that is positioned for “limo” keywords may include details about sound systems, vibe, ambiance, etc.
- A landing page that is positioned for “car service” keywords may include photos of business travelers, info about wifi, and more formal language.
This recommendation comes with a caveat: with Google Ads landing pages, you want to be contextual, but don’t get too granular. In other words, should you set up a landing page for people looking for Birthday party limos? Wedding limos? Airport car services?
It’s just not worth it and I’ll tell you why: with Google Ads, let’s say your keyword is “birthday limo service.” If that’s your keyword, it will likely grab a low search volume, which means that the keyword won’t trigger the ad. That’s important because if that keyword isn’t getting triggered and the ad isn’t getting shown, you can’t send them to a “birthday limo service” specific landing page. There have to be enough people searching for a particular query to make having a designated landing page worth it.
In a Google Ad campaign, you want to harvest all of the rich data you get about what people are searching for, then track which inquiries are turning into customers. Put your efforts toward the core landing pages with higher volume keywords.
Location Based Landing Pages
There is one tactic that we haven’t talked about yet in terms of landing pages, and that’s location.
Location queries can include things like “car service near me” or “limo service near me.” But say you’re in New York. People in NY are going to search for things like “Queens limo service,” “Bronx limo service,” “Manhattan limo service,” and so forth. You can capitalize on this and drive location-specific searchers to location-specific landing pages. They’ll arrive at a page that exactly matches the location they’re searching for. This could be money for you and create a really sophisticated customer journey that addresses precisely what someone is looking for.
SEO Landing Pages for Limo Businesses
Unlike your Google Ads landing pages, the quantity of landing pages you have for SEO matters, and you can create them for different types of keywords. SEO landing pages for your limo business are a whole different ball game, and you want more of them.
There are two reasons:
One, SEO is about volume. Google wants to see a lot of high quality content that clearly answers common search queries. This will improve your search engine rankings, making you more visible as a result of popular searches.
Two, in SEO, you want to go after long tail keywords. A long tail keyword is something like this: “party bus for birthday in Anaheim.” It’s a long search, but long search queries are more popular than they’ve ever been, especially with the increased prevalence of voice search. Landing pages that address these keywords give you a shot to rank for these, since they have low competition and are highly relevant.
So, in a sense, with SEO landing pages: more is more. Don’t hesitate to write more content per page, using more H2s and long tail keywords, and really “go there” with volume.
Here’s another example: let’s say you want to get leads from a search like this:
“Car service from O’Hare to Indianapolis”
That’s a long tail search query. Having a page that’s just about that will put you in a super narrow playing field and give you a chance of ranking number one. What’s more, imagine the user experience of ranking for that: someone who searched for that will find your page and it’s the most relevant result imaginable. This makes you the clear first choice for someone who wants to hire a service for exactly that.
I wouldn’t discourage you from getting into the dozens, even hundreds, for SEO landing pages. Each year, you should consider adding more and more until you start to dominate whole topic clusters of search queries.
How Google Ad Keywords and SEO Keywords Work Together
I’ve discussed Google Ad landing pages and SEO landing pages separately, but the truth is there is some interplay here. Think about it: after you’ve run a Google Ad campaign for six months, you get that report from the agency running your paid ads and you’ve got a bank of keywords you know make you money. Same goes for SEO: if you’re writing web pages and landing pages with intention, you’ll track the performance of those pages and know which keywords and phrases get you the most organic traffic.
These two systems can inform and enrich each other, ultimately coalescing into a solid strategy that gets reliable results.
Want an ad strategist in your corner? Limo Marketer has your back – whether you’re still wondering how many landing pages your limo business needs or how to implement paid ads that get maximum return. Reach out: 855-255-LIMO and we’ll lend a hand!