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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 internet search query, marketing promotion, email or an advertisement. The content of the web page typically contains a brief description of the business 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 intended to offer a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and possibly even purchase. It’s 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 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 they spend more money. There are lots of factors involved with landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them to customers and retain these clients as repeat customers. Thus, these pages must provide the visitor something of significance that grabs their attention and compels them to take action. Typically, people browsing the internet will look at what’s a landing page and immediately understand what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to stay on the website longer and explore each of the pages on the site. The more content on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in this manner that they provide the information which draws the visitor in. This means there are several unique types of landing pages out there for digital marketing purposes. These different types of landing pages include:

A good landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a particular outcome or activity from the site. This might be anything from buying a service or product, signing up for a service or interacting with a business or friend. The purpose 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 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 outcome. If the landing page comprises many potential buyer-targeted words, then it will be more likely to convert.

If you’re creating a landing page for conversion, then you 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 traffic into two groups: one group who land on your landing page with the headline and bullet points intact; and one group who see no headlines and just a list of landing pages.

If you have a landing page on your website, 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 quickly leave, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a good landing page you are asking for failure.