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In online 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 online search query, marketing promotion, email or an advertisement. The content of this web page typically contains 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 provide 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 choices 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 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 in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat clients. Thus, these pages must offer the visitor something of significance that catches 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 rich with valuable content, the visitors will be more inclined to stay on the website longer and explore all the pages on the site. The more content on the website, the better, because content drives traffic, and higher traffic equal higher sales.

Landing pages should be created and optimized in such a manner that they provide the information that draws the visitor in. This means there are a number of unique types of landing pages out there for digital advertising purposes. These different types of landing pages include:

A fantastic landing page should offer 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 could be anything from purchasing a product or service, 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 website offers.

Landing pages that contain tons of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the key words must be used, the less likely the visitor is to click on them to act on any outcome. If the landing page comprises many potential buyer-targeted words, then it’ll be much more likely to convert.

If you are making a landing page for conversion, then you need to check 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 group who see no headlines and just a list 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. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, 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 website. Without a good landing page you are asking for failure.