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In internet 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 which 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 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 supply 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 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 start with, the main objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of value that grabs their attention and compels them to do it. Normally, people browsing the net will look at what’s a landing page and instantly know what the website is about. If the landing page is rich with valuable content, the traffic will be more inclined to keep on the website longer and explore each the pages on the site. The more content on the site, 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 types 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. This means the visitor is seeking a particular outcome or activity from the website. This might be anything from buying 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 has to offer.

Landing pages that contain tons of sales-related keywords are not as effective 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 potential buyer-targeted words, then it’ll be more likely to convert.

If you are making 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 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 just 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’s pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your site navigation or societal sharing icons might be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.