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directory landing pages

How to Create Directory Landing Pages

Businesses will pay top dollar for landing pages that go along with their listings in online directories. In order to be effective from a traffic and conversion standpoint, directory landing pages should include a few key ingredients.

Before we get ahead of ourselves, let’s talk a little about what directory landing pages actually are. Directory landing pages are also called business profile pages. When people visiting an online business directory click on a listing—for example, the name of a restaurant or a retail store—they aren’t typically directed to that business’ website. They’re usually taken to a landing page hosted by the directory publisher.

Directory landing pages highlight a business’ best attributes, and they can help with search engine optimization. In addition to the organic visibility of the landing page itself, outbound links make it easier for consumers to find the business’ traditional website.

What Should Directory Landing Pages Include?

Think of directory landing pages as online billboards, promoting the best features of a company. Directory landing pages should include profile photos, or logos, and much of the same basic business information that shows up on a business’ Google My Business listing.

For a good example of a directory landing page, check out D Magazine’s business directory. Restaurant landing pages include business addresses, hours of operation, official website links, categories, brief profiles, special features (such as catering or delivery), reservation information, payment types accepted, and price range. When relevant, landing pages in D Magazine’s directory also include links to awards that businesses have received from the magazine, such as the Readers Choice award or the Restaurant Design award. Including those links keeps visitors engaged in the digital magazine’s website.

The best directory landing pages are mobile-friendly and optimized for search engines. According to a 2018 survey, 76% of top landing pages have location in the title tag and 66% have the business name in the title tag. One-quarter of top landing pages also include at least one video. (We’ll dig deeper into that later in this article.)

Publishers are granted a lot of leeway in deciding how much content they want on to feature on their directory landing pages. Most landing pages contain somewhere between 400 and 700 words.

What to Charge for a Directory Landing Page

The price a publisher charges to create directory landing pages should be commiserate with the price of directory listings and the overall time involved in creating individual pages.

First let’s start with the business directory itself. A publisher that charges businesses $20 per month for inclusion in an online directory can charge more for landing pages than a publisher that only charges businesses $5 per month. In order to justify the higher price tag, publishers should rely on web analytics. Showing the actual number of website visitors, along with conversion and engagement rates, digital publishers can demonstrate the value their online directories provide to businesses.

The next part of the equation has to do with the time involved in creating directory landing pages. How involved is each page, and how much original content had to be created by the publisher? Some publishers hire writers to create distinctive profiles for each business, usually ranging from 150 to 250 words long. While brief, these profiles are an excellent advertising technique and businesses are usually willing to pay for that feature.

Other features that might justify a higher price tag for a directory landing page include design customization, additional images, and any one-on-one conversations that took place as the business owner described what he or she was looking for. The more unique a publisher is willing to be in creating individual landing pages for businesses, the higher the final price tag.

Directory landing pages are an excellent place to post videos, which a publisher’s advertising department should create as part of the directory sales package. Videos can be setup as brief commercials or they can be documentary style, showcasing a day in the life of an employee at the business. The sky is the limit here. In any event, the business landing page is typically the place videos would be posted. Promotional videos are an add-on for publishers looking to generate more income from their business directories.

If you’d like to learn even more about how to create directory landing pages for your business directory, reach out to our team here at Web Publisher PRO.

By: Stephanie Miles