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In online marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is a single web page which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the business 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 the visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It’s 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 being able to ascertain what actions 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 that they spend more money. There are lots of factors involved with landing page optimization.

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

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

A fantastic landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a specific 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 goal is to get the visitor to act on the information the site offers.

Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages which 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 result. If the landing page contains 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 test the effectiveness 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 undamaged; and one group 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 remain, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your site navigation or social sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a great landing page you are asking for failure.