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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 online search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the business 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 offer a responsive and engaging experience for the 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 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 invest more money. There are several factors involved with landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to take action. Normally, people browsing the internet will look at what is a landing page and immediately know what the website is about. If the landing page is rich with valuable content, the visitors will be more inclined to keep on the website longer and explore all of the pages on the site. The more information on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in such a way that they provide the information that draws the visitor in. This means there are several unique kinds of landing pages out there for digital marketing 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 seeking a specific outcome or activity from the site. This could be anything from buying 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 site offers.

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 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 will be more likely to convert.

If you are making a landing page for conversion, then you need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split your traffic into two groups: one group who land on your landing page with the headline and bullet points intact; and one team who see no headlines and just a listing 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 stay, 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 persuasive your site navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a great landing page you’re asking for failure.