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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 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 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 provide a responsive and engaging experience for your visitor, so they will return and provide feedback, recommendations and possibly even purchase. It is 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 lots of factors involved in landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Therefore, these pages must provide the visitor something of value that catches their attention and compels them to take action. Typically, people browsing the internet will look at what is a landing page and immediately know what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to keep on the site longer and explore all the pages on the site. The more content on the site, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in this manner that they provide the advice 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 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 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 outcome. If the landing page comprises many potential buyer-targeted words, then it will be much more likely to convert.

If you’re creating a landing page for conversion, then you will need to check the power 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 undamaged; and one group who see no headlines and only a listing of landing pages.

If you have a landing page on your website, 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 immediately depart, no matter how compelling your website navigation or societal sharing icons may be. Your landing page is all you need to pull visitors to your website. Without a good landing page you are asking for failure.