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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 company 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 intended to provide a responsive and engaging experience for the visitor, so that they will return and supply 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 options are and what they can expect to see next. Without being able to ascertain 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 spend more money. There are several factors involved in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat clients. Therefore, these pages must provide the visitor something of significance that catches their attention and compels them to do it. Typically, people browsing the net will look at what is a landing page and immediately understand what the website is all about. If the landing page is rich with valuable content, the traffic will be more inclined to stay on the site longer and explore each the pages on the website. The more content on the site, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in such a way that they provide the information which draws the visitor in. This means there are a number of unique kinds of landing pages out there for electronic 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 site. This might be anything from purchasing a product or service, signing up for a service or interacting with a company 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 successful as landing pages that 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 result. If the landing page comprises many potential 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 test. Divide your visitors 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.

For those who 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. If you have nothing that’s pulling the visitor in, then the visitor will immediately depart, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you are asking for failure.