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In online marketing, a landing page or “lead capture page”, sometimes known as a “single place page”, “single landing page”, “fixed page” or “destination page” is a single web page that 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 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 they will return and supply feedback, recommendations and possibly even purchase. It’s very important 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 provide the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are lots of factors involved in landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat customers. Thus, these pages must offer the visitor something of value that catches their attention and compels them to take action. Typically, people browsing the net will look at what’s a landing page and immediately understand what the website is about. If the landing page is rich with valuable content, the visitors will be more likely to stay on the site longer and explore each the pages on the site. The more content on the website, the better, because content drives traffic, and higher traffic equal higher sales.

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

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

Landing pages that contain a great deal of sales-related keywords aren’t as effective as landing pages that contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor would be to click on them to act on any outcome. If the landing page contains many potential buyer-targeted words, then it will be much more likely to convert.

If you are creating a landing page for conversion, then you 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 group who see no headlines and just a listing of landing pages.

If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor remain, then you need 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 persuasive your site navigation or societal sharing icons might be. Your landing page is everything you need to pull visitors to your website. Without a good landing page you’re asking for failure.