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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 a single web page which appears in response to clicking an internet 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 generally 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 provide a responsive and engaging experience for the visitor, so that 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 choices are and what they can expect to see next. Without having the ability to ascertain 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 they invest more money. There are lots of factors involved in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat clients. Thus, these pages must offer the visitor something of value that catches their attention and compels them to do it. Typically, people browsing the net will look at what is a landing page and instantly understand what the website is all about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the website longer and explore each the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in such a manner that they provide the advice that draws the visitor in. This means there are a number of different types of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A good landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or activity from the website. This could 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 a great deal of sales-related keywords are not as effective as landing pages which contain only relevant keywords. The less likely the keywords are to be used, the less likely the visitor is to click on them to act on any outcome. If the landing page comprises many possible buyer-targeted words, then it’ll be much more likely to convert.

If you are making a landing page for conversion, then you will 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 intact; 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. If you have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your site navigation or societal sharing icons may be. Your landing page is all you need to pull visitors to your site. Without a good landing page you are asking for failure.