How to Create Google-Friendly Web Forms and Landing Pages

Written by Heather Mueller on July 6, 2015

Posted in Form Optimization

You’ve built a beautiful, branded online form. Congratulations—you’re halfway to a high-converting campaign.

Why halfway? Because you still have to fine-tune the landing page.

There will be times when you’ll want to house your forms on a custom domain and URL that isn’t crawled by Google. But any time you embed your form within your website, you have a landing page to optimize.

Herehere, and in the must-read Anatomy of a Perfect Landing Page, we explain how you can work your way through each essential element.

But one thing still remains:

To capture as many high-quality leads as possible, you must ensure your web forms’ landing pages are Google-friendly. While the search engine optimization landscape has changed drastically in recent years, that doesn’t mean it’s obsolete.

After adventuring through hummingbirds, penguins, pandas, and mobilegeddon, we’ve come up with a checklist of four fundamentals for every Google-friendly form and the landing page that contains it.

1. Is everything mobile-friendly?

First and foremost, your form’s web page must be mobile-friendly. Smartphones and tablets have officially overtaken desktop PCs as the top types of devices used to access the Internet. This means more than half of your users are reading on small screens and tapping on tiny touchscreen keypads.

Are your forms optimized for mobile users? Find out here and here. Know that you can take a breather, too: Formstack’s drag-and-drop builder is designed to make all web forms mobile-responsive out of the box, so you don’t need to learn any high-tech coding to make sure your forms adjust to different screen sizes. You should, however, be sure to run your landing pages through Google’s mobile-friendly test.

2. Are you optimizing for conversions?

These days, the old cliché “quality over quantity” is truer than ever. Google’s top priority is connecting search engine queries to high-quality results. That’s why, when it comes to search engine optimization (SEO) and conversion rate optimization (CRO), you can’t have one without the other.

3. Did you include a compelling title tag and meta description?

For all the SEO changes in recent years, these are two key components that haven’t lost significance.

The title tag still serves as an all-important headline for your webpage—it shows up in Google, letting searchers know what great things await once they click. The meta description, meanwhile, will often show up in Google as a teaser. (Sometimes, it doesn’t. Depending on the keywords being searched, Google may pull snippets of other copy for your landing page. So make those just as juicy.)

If you’ve developed a CRO strategy to A/B test your form, tweak your title tag and meta description to include your highest-performing call to action. Then run it through this handy title testing tool for a preview.

4. Did you optimize for social media?

Did you know that Google now has full access to Twitter’s stream? If you haven’t yet gotten into the habit of automating custom tweets to help promote your forms, this is a good time to start. Take a cue from recent analysis and add a relevant hashtag or two, which may increase your chances of getting those tweets indexed by the search engine giant.

What if your landing page is a social media page? This happens when you use a Tab Embed to place your form directly on the Facebook page itself—a tactic that’s been shown to double conversion rates.

What’s good for your users is good (enough) for Google.

Above all, remember that your form and its landing page should be easy to find, fill out and submit. Leveraging the features and integrations of a robust form builder can help make that happen.

Interested in learning more about landing page and web form optimization?

Click below to check out our webinar “How to Design the Perfect Lead Gen Strategy” with Oli Gardner and Jeff Blettner.