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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 a single web page which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the company 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 intended to offer a responsive and engaging experience for your visitor, so that they will return and supply feedback, recommendations and maybe 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 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 they spend more money. There are lots of factors involved in 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 provide the visitor something of value that catches their attention and compels them to take action. 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 loaded with valuable content, the visitors will be more likely to stay on the site longer and explore all of the pages on the website. The more information on the site, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be created and optimized in such a manner that they provide the information which draws the visitor . This means there are a number of different 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 searching for a particular outcome or action from the website. This could 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 tons of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the keywords must 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 will be more likely to convert.

If you are making a landing page for conversion, then you will 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 intact; and one group who see no headlines and only 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 remain, then you need to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your website navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you are asking for failure.