Hey - it’s Fiona

I landed back in the UK yesterday and am very much in the post-trip haze: jet-lagged, surrounded by a suitcase full of laundry, and reacquainting myself with British weather (a.k.a. grey). That said, I’m also diving into a big design project this week, and part of it involves something I love: creating smart, scalable category landing pages for a marketplace.

So this week’s newsletter is all about that.

If your platform covers multiple service types, industries, or product niches, category pages are essential. They help users find what they’re looking for faster, improve SEO, and offer space to speak directly to specific segments of your market.

Should I create separate landing pages for each category in my marketplace?

Yes — and here’s why:

Category-specific landing pages are one of the most underused growth levers in marketplace design. They combine the best of product thinking, marketing strategy, and SEO, all in a way that’s scalable and user-focused.

Whether you're connecting users with cleaners, graphic designers, or vintage camera sellers, users don’t just want “a marketplace.” They want the right thing, in the right category, with the right context.

Here’s how category landing pages help you deliver that.

1. They create focus and relevance for users

Generic homepages can only go so far. A user looking for a dog groomer in Bristol has very different needs than someone looking for an accountant in Leeds. Category landing pages let you narrow the messaging, listings, and trust signals to match that context.

That means:

• Relevant listings

• Targeted CTAs

• Tailored trust signals (e.g. “100+ vetted cleaners in London”)

• Local or niche-specific testimonials

• Category-specific FAQs

This specificity builds trust and reduces cognitive load. Users feel like they’ve landed in the right place instantly.

2. They improve SEO dramatically

Each category page gives you a chance to rank for valuable long-tail keywords:

• “Best wedding photographer in Manchester”

• “Affordable dog walkers in East London”

• “Sustainable packaging suppliers UK”

By including targeted H1s, meta descriptions, and structured content (like FAQs or feature highlights), these pages can bring in organic traffic that your homepage simply won’t catch.

Bonus tip:
Include a short block of explainer content at the top of each page (100–150 words) to add context and keyword depth, without pushing listings too far down the page.

3. They’re a perfect place to experiment with messaging

Category pages allow you to test different value propositions, visuals, and trust indicators for different audiences, without affecting your core homepage.

For example:

• On your “Pet Sitters” page, you might emphasise safety, insurance, and flexibility.

• On your “Wedding Planners” page, you could lead with portfolio visuals and planning timelines.

This lets you fine-tune conversion tactics per audience and gather insight into what resonates.

4. They support paid marketing funnels

If you’re running Google Ads, Meta ads, or any kind of targeted traffic, sending users to a generic homepage is a missed opportunity. Category landing pages allow you to align your ad copy, user intent, and landing page messaging, boosting quality scores and conversions.

How to design them well

Here’s a simple structure I often use when designing category pages for clients:

—> ✉️ Reply with your questions and I’ll answer them in a future issue.

Marketplaces with great category-specific landing pages.

Treatwell

Treatwell is a beauty and wellness marketplace that covers a wide range of services — from haircuts to massages to manicures. Instead of sending all users to a generic homepage, Treatwell creates dedicated landing pages for each category and subcategory. These pages feature targeted headlines like “Book your next haircut in London”, supported by filters specific to the service (e.g. gender, treatment type, duration).

Each page includes rich content that helps with SEO while also guiding user decision-making — such as pricing info, service overviews, and reviews from recent bookings. The result is a tailored experience that reduces friction and drives bookings faster. If you’re looking for an example of how to combine UX and SEO in a clean, consistent format, Treatwell is a solid reference.

Taskrabbit

Taskrabbit’s category pages are simple, intuitive, and designed to match the mental model of busy users. For each task type — such as furniture assembly, mounting and installation, or help moving — they offer a standalone page that includes an overview of the task, why Taskrabbit is a trusted choice, and steps for how it works.

Each page also includes callouts like “Same-day availability” and “Vetted Taskers with positive reviews”, which directly address user concerns. Listings are clearly shown with profile images, hourly rates, and badges for top-rated providers. Taskrabbit’s use of category landing pages isn’t flashy, but it’s functional and highly conversion-focused — ideal for marketplaces that rely on fast, decision-driven bookings.

HomeStars (Canada)

HomeStars connects Canadians with local home service professionals, and they’ve leaned heavily into category-based SEO. Each service category (e.g. roofing, plumbing, kitchen renovation) has a fully fleshed-out landing page, often segmented by city or region. Pages include a combination of listings, star ratings, user reviews, and detailed service descriptions — all optimised to capture location-specific search traffic.

They also include comparison charts, buyer guides, and tips within each category — which helps with both SEO and user trust. It’s a great example of a more editorial, content-rich approach that still drives users toward conversion. If you’re targeting homeowners or working in a high-trust industry, there’s a lot to borrow from HomeStars’ structure.

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

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