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In online 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 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 intended to offer a responsive and engaging experience for the visitor, so that they will return and provide feedback, recommendations and possibly 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 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 provide the best user experience to the visitor stay on your site longer, more importantly, so they spend more money. There are several factors involved with landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them into clients and retain these clients 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’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 site. The more information on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in such a manner that they provide the information which draws the visitor in. This means there are a number of unique kinds of landing pages out there for electronic 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 website. This might be anything from buying a service or product, 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 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 result. If the landing page contains many potential 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 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 only a list of landing pages.

For those who have a landing page on your website, 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’s pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or societal sharing icons might be. Your landing page is all you want to pull visitors to your website. Without a great landing page you are asking for failure.