Wojtek Skalski
June 21, 2023

How PandaDoc leverages transactional landing pages

If your main page is the first thing new users see, you might not be using SEO to its full potential. To bring in new business, create separate landing pages for transactional keywords that match what you sell or do – your products, services, features, or categories you are in.

Check out how PandaDoc, a document automation SaaS, employs this strategy. They've developed dozens of landing pages, each presenting their offering from various angles, such as electronic signature software or proposal software. This puts them at the top of Google when people search these key terms.

How PandaDoc leverages Transactional Search Intent Keywords

(By the way, isn't it a better UX to focus on the aspects of your product that the customer is interested in, rather than discussing thousands of other capabilities on the main page that might be irrelevant? This improvement in UX is a natural side benefit of this strategy! 💡)

Although PandaDoc is a unicorn with millions in funding, the very same strategy can be implemented by a solopreneur from day one.

Here's a step-by-step guide:

  1. Conduct keyword research to identify the transactional keywords searched by your users (Ahrefs is excellent for this). Then, narrow them down to keywords matching with your offerings.
  2. Double-check the Google search results for these keywords to see if they include any landing pages with similar products/services (use Valentin.app or VPN). If not, your chances of reaching the top are slim.
  3. For every group of related keywords (e.g., "proposal software"), create a separate landing page that presents your software from the angle that is most appealing to that group of users.
  4. Construct each landing page with users, search engines, and conversion rates in mind.
  5. Repeat until you've covered all relevant keywords. It's perfectly fine to have even dozens of such landing pages.
How PandaDoc leverages transactional landing pages

Happy demand capturing! 🤘