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In internet marketing, a landing page or “lead capture page”, sometimes known as 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 the 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 designed to provide a responsive and engaging experience for your visitor, so they will return and supply feedback, recommendations and maybe even purchase. It’s very important 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 being able to ascertain what actions the visitor is interested in taking the visitor is wasted. The objective 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 lots of factors involved in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat clients. Thus, these pages must offer 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 immediately understand what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to stay on the website longer and explore all of the pages on the site. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be created and optimized in such a way that they provide the information that draws the visitor . This means there are several unique types of landing pages out there for digital 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 specific outcome or action from the website. This might 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 a great deal of sales-related keywords aren’t as effective as landing pages that 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 result. If the landing page comprises many possible buyer-targeted words, then it will be much more likely to convert.

If you are 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 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 listing 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 want 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 website navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you’re asking for failure.