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In internet marketing, a landing page or “lead capture page”, sometimes known as a “single location page”, “single landing page”, “fixed page” or “destination page” is a single 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 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 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 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 that they spend 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 to 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. Normally, people browsing the internet will look at what’s a landing page and immediately understand what the website is all about. If the landing page is loaded with valuable content, the traffic will be more inclined to stay on the site 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 equivalent higher sales.

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

A good landing page should offer the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or activity from the site. This might be anything from purchasing 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 offers.

Landing pages that contain tons of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor is to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it’ll be much more likely to convert.

If you’re making a landing page for conversion, then you need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split test. Divide your visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one group 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 remain, then you need 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 persuasive your site navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you are asking for failure.