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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 which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of the web page typically contains a brief description of the business and what it does. This landing page will typically 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 that they will return and provide feedback, recommendations and maybe even purchase. It is very important 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 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 that they invest more money. There are lots of factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat customers. Therefore, these pages must provide the visitor something of significance that grabs their attention and compels them to take action. 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 visitors will be more likely to keep on the website longer and explore all the pages on the site. The more content on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

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

A fantastic landing page should offer the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or activity from the website. This could be anything from buying a product or service, signing up for a service or interacting with a company or friend. The purpose 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 key words must be used, the less likely the visitor is to click on them to act on any result. If the landing page comprises many possible buyer-targeted words, then it will be more likely to convert.

If you’re creating 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 undamaged; and one team who see no headlines and just a listing of landing pages.

If you 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. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your website navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you’re asking for failure.