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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 one web page which appears in response to clicking an online 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 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 provide a responsive and engaging experience for the visitor, so they will return and supply 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 actions 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 several factors involved in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat customers. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the internet 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 traffic will be more likely to keep on the site longer and explore each of the pages on the site. The more information on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in this way that they provide the information which draws the visitor . This means there are several different kinds 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 action from the website. This might be anything from buying a service or product, 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 offers.

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 would be to click on them to act on any outcome. If the landing page contains many potential buyer-targeted words, then it will be much more likely to convert.

If you’re making 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. 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 just 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 need to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you’re asking for failure.