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In online marketing, a landing page or “lead capture page”, sometimes called a “single place page”, “single landing page”, “fixed page” or “destination page” is a single 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 business and what it does. This landing page will typically 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 intended to offer a responsive and engaging experience for your 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 choices are and what they can expect to see next. Without having the ability to determine what actions the visitor is interested in taking the visitor is wasted. The objective 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 several factors involved in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat clients. Thus, these pages must provide the visitor something of significance that grabs their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and instantly know what the website is all about. If the landing page is rich with valuable content, the traffic will be more likely to keep on the site longer and explore each of the pages on the website. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in this way that they provide the advice which draws the visitor in. This means there are several unique types of landing pages out there for digital advertising 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 could be anything from purchasing a product or service, 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 offers.

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 result. If the landing page comprises many potential buyer-targeted words, then it will 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 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 only 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 remain, then you want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a great landing page you are asking for failure.