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In internet marketing, a landing page or “lead capture page”, sometimes known as a “single location page”, “single landing page”, “fixed page” or “destination page” is a single 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 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 possibly 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 that they spend more money. There are lots of factors involved with landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat clients. Therefore, these pages must provide the visitor something of value that catches 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 about. If the landing page is loaded with valuable content, the traffic will be more likely to keep on the site longer and explore all of the pages on the site. The more information on the site, the better, because content drives traffic, and higher traffic equal higher sales.

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

A fantastic landing page should offer the visitor a solution or a call to action. In other words, the visitor is seeking a particular outcome or action from the website. This could be anything from purchasing 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 website has to offer.

Landing pages that contain a great deal 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 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 more likely to convert.

If you are creating 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 undamaged; and one group who see no headlines and just 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. For those who have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website navigation or social sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you are asking for failure.