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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 that appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of the web page typically comprises a brief description of the business 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 designed to provide a responsive and engaging experience for the visitor, so they will return and provide 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 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 offer the best user experience to the visitor stay on your site longer, more importantly, so that they invest more money. There are lots of factors involved with landing page optimization.

To start with, the principal 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. Normally, people browsing the net will look at what’s 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 likely to keep on the site longer and explore all of the pages on the site. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be created and optimized in this way that they provide the advice which draws the visitor . This means there are several unique kinds of landing pages out there for digital advertising 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 activity from the site. This might be anything from buying a product or service, signing up for a service or interacting with a company or friend. The goal is to get the visitor to act on the information the site offers.

Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the key words 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 potential 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 test. Split your visitors 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 only 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 need 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 might be. Your landing page is all you need to pull visitors to your website. Without a good landing page you’re asking for failure.