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In internet marketing, a landing page or “lead capture page”, sometimes called a “single place page”, “single landing page”, “fixed page” or “destination page” is a single web page which appears in response to clicking an internet 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 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 that they will return and supply feedback, recommendations and maybe 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 having the ability 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 spend more money. There are lots of factors involved with landing page optimization.

To start with, the main 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 take action. Normally, people browsing the net will look at what is a landing page and instantly understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the website longer and explore all the pages on the site. The more information on the site, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be optimized and created in this 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 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 seeking a particular outcome or action from the site. This might be anything from buying a product or service, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the website offers.

Landing pages that contain a great deal of sales-related keywords aren’t as effective as landing pages which contain only relevant keywords. The less likely the keywords 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’ll be much more likely to convert.

If you are creating a landing page for conversion, then you need to test 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 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 stay, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a good landing page you are asking for failure.