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In internet marketing, a landing page or “lead capture page”, sometimes known as 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 this web page typically comprises 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 designed to provide a responsive and engaging experience for your visitor, so that they will return and provide 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 ascertain 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 they invest more money. There are lots of factors involved with 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 customers. Therefore, these pages must provide the visitor something of significance that catches their attention and compels them to do it. Typically, people browsing the internet will look at what’s a landing page and immediately understand what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to stay on the website longer and explore all the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be optimized and created in this manner that they provide the information 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 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 could be anything from purchasing 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 site has to offer.

Landing pages that contain a great deal of sales-related keywords aren’t as effective as landing pages that contain only relevant keywords. The less likely the keywords are to be used, the less likely the visitor is to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it’ll be much more likely to convert.

If you’re making 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 test. 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 just a list 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. For those who have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a good landing page you are asking for failure.