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In online marketing, a landing page or “lead capture page”, sometimes called a “single place page”, “single landing page”, “fixed page” or “destination page” is a single web page which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the business and what it does. This landing page will typically be hosted by the company’s web development team. Many landing pages share a common theme, often an attractive logo or graphic logo, the “look what we do” motto or tagline. They may also display company information, contact information and frequently asked questions.

A landing page is intended to offer a responsive and engaging experience for your visitor, so they will return and supply feedback, recommendations and possibly even purchase. It is vital to provide a responsive experience so the visitor knows what steps to take next, what the options are and what they can expect to see next. Without having the ability to determine what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so they spend more money. There are lots of factors involved in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the net will look at what’s a landing page and immediately understand what the website is about. If the landing page is rich with valuable content, the traffic will be more likely to keep on the site longer and explore each of the pages on the site. The more information on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in such a manner that they provide the advice which draws the visitor in. This means there are several different kinds of landing pages out there for digital marketing purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or action from the website. This could be anything from buying a service or product, signing up for a service or interacting with a company or friend. The goal is to get the visitor to act on the information the website has to offer.

Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages which contain only relevant keywords. The less likely the keywords are to be used, the less likely the visitor is to click on them to act on any outcome. If the landing page contains many potential buyer-targeted words, then it will be more likely to convert.

If you are making a landing page for conversion, then you will need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split your visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one team who see no headlines and only a list of landing pages.

For those who have a landing page on your site, and your headline and bullet points are the only thing making the visitor remain, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a good landing page you are asking for failure.