Hey - it’s Fiona

I’ve been deep in client work this week, and one thing keeps coming up again and again: marketplaces struggling to grow beyond their homepage and search bar.

The fix? Category-specific landing pages.

They might sound like a “nice to have”, but for many marketplaces, these pages are quietly doing a lot of heavy lifting – from improving SEO to building trust and boosting conversions. They’re one of the highest-leverage UX upgrades you can make, especially once your marketplace starts attracting different types of buyers.

How do you design category-specific landing pages that actually convert?

Let’s start with the basics…

What is a category-specific landing page?

A category landing page is a dedicated page focused on one type of product, service, or user intent within your marketplace. It’s not just a filtered search view, it’s a strategically designed destination for a specific group of buyers.

Think:

• “Cleaners in London”

• “Therapists specialising in anxiety”

• “Eco-friendly packaging for food brands”

• “Children’s Martial Arts Classes in Bristol”

Each of these pages targets a specific slice of your marketplace, both in terms of content and audience.

Why are they useful?

Most early-stage marketplaces rely on a homepage and a global search page. That’s fine at the beginning. But as your categories grow, so do the expectations of your users. They want to feel like they’ve arrived somewhere relevant, not just landed in a generic list.

Well-designed category pages can help you:

• Improve discoverability via SEO – especially for long-tail keywords

• Increase conversions by matching buyer intent more closely

• Reduce bounce rate by delivering a focused experience

• Establish trust by curating relevant listings and helpful content

In short: they help the right buyers find the right supply, faster.

What makes a good category landing page?

A strong page does more than just show listings. It guides, reassures, and converts. Here’s a breakdown:

1. A clear, buyer-focused headline and intro
   Skip the generic “Tutors” label. Instead, try something like:
   “Find trusted tutors for GCSE Science in your area”
   This signals relevance and builds confidence. Pair it with a short paragraph that explains what’s on offer and how the platform works.

2. Curated content, not clutter
   Feature your best listings, most responsive sellers, or most-booked services. New marketplaces can hand-pick 4–6 listings for each category manually. More established ones can automate this based on data (e.g. reviews, bookings, ratings).

3. Helpful filters or subcategories
   If your category is broad (e.g. “graphic designers”), give users ways to narrow it down by style, price, location, or niche. Just avoid going overboard – 3 to 5 filters is usually enough.

4. Supportive content
   Great category pages often include:

   • FAQs tailored to that category (e.g. “How much does tutoring cost?”)

   • Testimonials from buyers

   • Seller profiles or featured providers

   • Explanations of how it works (especially helpful in service marketplaces)

5. Visual differentiation
   Each category page should feel distinct. Use relevant photography, iconography, or colour accents to reflect the audience’s world. A parent looking for a babysitter should see images and copy that speak to their needs – not generic stock photos.

6. Strong CTAs
   Whether it’s “Browse local cleaners”, “Post a request”, or “Get matched now”, your CTA should reflect the category’s workflow and urgency. Services may need a call-to-action that invites more interaction, while product marketplaces might go straight for a listing click.

How do you structure one when you're just starting out?

If you’re building your MVP or using a platform like Sharetribe, you can start lean:

• Create static pages or use tag-based filtering

• Write custom headlines and a short intro

• Manually select listings to feature (even 3–4 is enough)

• Add a CTA that links to filtered search results or a custom flow

• Include a testimonial or helpful tip to build trust

You don’t need dynamic content, logic, or CMS integration right away. What matters is that the experience feels intentional and relevant.

In the early days, these pages don’t just improve UX – they signal to buyers that you understand their needs. And as you scale, they become powerful marketing assets that compound over time.

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

Real examples of category landing pages done well:

1. Etsy – Jewellery Landing Page

Etsy’s category pages feel like a curated magazine. They combine trending items, seasonality, popular subcategories, and editorial content. It’s not just about shopping – it’s about inspiration, and it helps turn casual browsers into buyers. Bonus: the URL structure and on-page content make it incredibly SEO-friendly.

2. Vetted – AI Tool Categories

Vetted has carved out specific landing pages like “AI tools for ecommerce” or “AI for solopreneurs.” These aren’t just filters – they’re fully designed pages with unique headlines, featured tools, user stories, and tailored messaging. This kind of specificity is perfect for marketplaces that want to attract long-tail SEO traffic and serve highly targeted user groups.

3. Airbnb – Location-Specific Pages

While not category-based in the traditional sense, Airbnb's location pages serve a similar purpose. Their “Iceland” page blends listings, rich imagery, interactive maps, and editorial content into a cohesive narrative. The result? You don’t feel like you’re searching – you feel like you’re already there.

Each of these examples shows that landing pages can go far beyond a filtered search view. They’re mini-experiences – and when done right, they become powerful growth levers.

Some of my favourite content I found on the web this week.

Fiona Burns

Find me on LinkedIn or Book a 1:1 call

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