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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 a single web page which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of this 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 offer a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and possibly even purchase. It is 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 having the ability to ascertain 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 invest more money. There are several factors involved in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat customers. Therefore, these pages must offer the visitor something of significance that grabs their attention and compels them to do it. Normally, 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 likely to keep on the website longer and explore each of the pages on the website. The more information on the site, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in this manner that they provide the advice that draws the visitor in. This means there are several different kinds of landing pages out there for digital advertising 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 seeking a specific outcome or action from the website. This could be anything from purchasing 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 aren’t as successful 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 result. If the landing page comprises many potential buyer-targeted words, then it will be much more likely to convert.

If you’re making a landing page for conversion, then you need to test 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 undamaged; and one group who see no headlines and just a list 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 need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how persuasive your website navigation or societal sharing icons might be. Your landing page is everything you need to pull visitors to your site. Without a good landing page you’re asking for failure.