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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 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 contains a brief description of the company 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 intended to offer a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and maybe 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 ascertain what actions the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to provide 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 in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Therefore, these pages must provide the visitor something of significance that grabs their attention and compels them to do it. Normally, people browsing the net 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 traffic will be more inclined to stay on the website longer and explore all of the pages on the website. The more content on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be created and optimized 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 good landing page should offer the visitor a solution or a call to action. In other words, the visitor is seeking a specific outcome or action from the site. This might 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 website offers.

Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages that contain only relevant keywords. The less likely the keywords must 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 will need to test the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide your visitors into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one team who see no headlines and just a list of landing pages.

If you 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 persuasive your website navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you are asking for failure.