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In online marketing, a landing page or “lead capture page”, sometimes known as a “single location page”, “single landing page”, “fixed page” or “destination page” is one web page which 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 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 your visitor, so they will return and provide 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 choices 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 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 lots of factors involved in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat customers. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to take action. Typically, people browsing the net will look at what’s 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 likely to keep on the site longer and explore each the pages on the site. The more information on the site, the better, because content drives traffic, and greater traffic equal higher sales.

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

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a particular outcome or activity from the site. This might be anything from purchasing 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 website 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 key words are to be used, the less likely the visitor is to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it’ll be more likely to convert.

If you’re creating 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. Split 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 listing 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 stay, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your website navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you’re asking for failure.