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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 one web page that 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 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 provide a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and maybe 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 being able to determine what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so that they spend 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 customers and retain these clients as repeat clients. Thus, these pages must provide the visitor something of significance that catches their attention and compels them to take action. Typically, people browsing the internet will look at what is a landing page and instantly know what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to stay on the site longer and explore each the pages on the site. The more content on the site, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be created and optimized in such a way 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 fantastic landing page should provide the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or action from the site. 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 has to offer.

Landing pages that contain tons of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page comprises many possible buyer-targeted words, then it will be much more likely to convert.

If you are making 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. Divide your traffic 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 website, 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’s pulling the visitor in, then the visitor will immediately leave, no matter how persuasive your website navigation or societal sharing icons may be. Your landing page is all you need to pull visitors to your website. Without a great landing page you’re asking for failure.