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In online marketing, a landing page or “lead capture page”, sometimes known as a “single location page”, “single landing page”, “fixed page” or “destination page” is one web page which appears in response to clicking an online 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 generally 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 provide a responsive and engaging experience for the visitor, so they will return and provide 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 choices are and what they can expect to see next. Without having the ability to determine what actions 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 several factors involved with landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Normally, people browsing the internet will look at what’s a landing page and instantly know what the website is all about. If the landing page is loaded with valuable content, the visitors will be more likely to stay on the website longer and explore all of the pages on the site. The more information on the website, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be created and optimized in this manner that they provide the information which draws the visitor in. This means there are a number of 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 particular outcome or action from the site. This could be anything from buying a product or service, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the website offers.

Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it will be much more likely to convert.

If you’re making a landing page for conversion, then you need to check the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split your traffic 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 want to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how compelling your site navigation or social sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a good landing page you’re asking for failure.