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In internet marketing, a landing page or “lead capture page”, sometimes called 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 the web page typically comprises 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 intended to offer a responsive and engaging experience for the 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 determine what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer 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 in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat clients. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to do it. 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 loaded with valuable content, the traffic will be more likely to stay on the website 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 created and optimized in such a way that they provide the advice that draws the visitor . This means there are several different kinds of landing pages out there for digital marketing purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or activity from the website. 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 tons of sales-related keywords aren’t as successful as landing pages that contain only relevant keywords. The less likely the key words must be used, the less likely the visitor would be to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it’ll be more likely to convert.

If you’re making a landing page for conversion, then you will 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 visitors into two groups: one group who land on your landing page with the headline and bullet points intact; and one group who see no headlines and only a listing 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 stay, then you need to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how compelling your site navigation or social sharing icons may be. Your landing page is all you want to pull visitors to your site. Without a good landing page you are asking for failure.