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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 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 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 offer 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 choices are and what they can expect to see next. Without having the ability to ascertain what activities the visitor is interested in taking the visitor is wasted. The aim 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 begin with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat customers. Thus, these pages must provide the visitor something of significance that catches their attention and compels them to do it. Normally, people browsing the internet will look at what’s a landing page and immediately understand what the website is about. If the landing page is rich with valuable content, the traffic will be more likely to stay on the site longer and explore each the pages on the website. The more content on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be optimized and created in this way 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 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 specific outcome or activity from the website. This could be anything from buying a service or product, 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 has to offer.

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 key words are to be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it’ll be much more likely to convert.

If you’re creating 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 test. Divide your traffic 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 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 want to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a good landing page you are asking for failure.