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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 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 generally 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 intended to provide a responsive and engaging experience for the 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 being able to ascertain 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 they spend more money. There are several factors involved in 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 offer the visitor something of value that grabs their attention and compels them to take action. Typically, people browsing the net will look at what is 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 website. 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 several unique types of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or action from the website. This might 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 website offers.

Landing pages that contain a great deal of sales-related keywords aren’t as successful as landing pages that 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 comprises many potential buyer-targeted words, then it will be more likely to convert.

If you are 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. Split your traffic 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 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 remain, then you want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your site navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you are asking for failure.