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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 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 comprises a brief description of the company and what it does. This landing page will generally be hosted by the business’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 offer a responsive and engaging experience for your visitor, so that they will return and supply feedback, recommendations and possibly 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 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 that they invest more money. There are several factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Therefore, these pages must provide the visitor something of value that grabs their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and immediately know what the website is about. If the landing page is rich with valuable content, the visitors will be more inclined to keep on the site longer and explore each of the pages on the website. The more information on the website, the better, because content drives traffic, and greater 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 several unique 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. In other words, the visitor is searching for a particular outcome or activity from the website. This could be anything from purchasing a service or product, signing up for a service or interacting with a business or friend. The purpose is to get the visitor to act on the information the site offers.

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 are to be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page contains many possible buyer-targeted words, then it will be more likely to convert.

If you are 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 evaluation. Divide your traffic 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 site, and your headline and bullet points are the only thing making the visitor remain, 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 persuasive your site navigation or societal sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a great landing page you’re asking for failure.