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In internet marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is one 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 company 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 offer a responsive and engaging experience for your visitor, so they will return and supply feedback, recommendations and maybe even purchase. It’s 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 determine what activities 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 with 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. Thus, 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’s a landing page and instantly 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 website longer and explore each the pages on the site. The more information on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be optimized and created in such a way that they provide the advice which draws the visitor in. This means there are a number of unique kinds 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 searching for a specific outcome or activity from the site. This could be anything from buying a service or product, signing up for a service or interacting with a company or friend. The purpose is to get the visitor to act on the information the site 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 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 potential buyer-targeted words, then it will be more likely to convert.

If you’re creating a landing page for conversion, then you need to test 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 just a listing 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 stay, 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 compelling your website navigation or societal sharing icons may be. Your landing page is everything you need to pull visitors to your site. Without a good landing page you’re asking for failure.