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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 that appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically contains 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 provide a responsive and engaging experience for your visitor, so they will return and provide feedback, recommendations and maybe 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 activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are several factors involved in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat customers. Therefore, these pages must provide the visitor something of value that catches their attention and compels them to do it. Typically, people browsing the internet will look at what’s a landing page and instantly understand what the website is all about. If the landing page is loaded with valuable content, the visitors will be more likely to keep on the site longer and explore each of the pages on the website. The more content on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be optimized and created in such a way that they provide the advice that draws the visitor in. This means there are several unique types of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A good landing page should provide the visitor a solution or a call to action. In other words, the visitor is seeking a particular 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 purpose is to get the visitor to act on the information the site has to offer.

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

If you’re creating a landing page for conversion, then you will need to test the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide 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 just a list of landing pages.

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