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In online marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is one web page that appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the 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 designed to provide a responsive and engaging experience for the visitor, so they will return and provide feedback, recommendations and possibly even purchase. It is vital 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 determine what activities the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to provide the best user experience to the visitor stay on your site longer, more importantly, so that they invest more money. There are several factors involved in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of value that grabs their attention and compels them to take action. Normally, people browsing the net will look at what’s a landing page and instantly understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the site longer and explore all the pages on the site. The more information 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 that draws the visitor . This means there are a number of unique kinds of landing pages out there for digital advertising purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or activity 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 site has to offer.

Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages which 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 possible 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 power 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 undamaged; and one group who see no headlines and just a listing 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 stay, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how persuasive your site navigation or social sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a good landing page you’re asking for failure.