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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 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 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 that they will return and provide feedback, recommendations and possibly even purchase. It is very important to provide a responsive experience so the visitor knows what steps to take next, what the choices are and what they can expect to see next. Without being able to determine what actions 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. Thus, these pages must provide the visitor something of value that catches their attention and compels them to take action. Normally, people browsing the internet will look at what’s a landing page and instantly understand what the website is about. If the landing page is rich with valuable content, the visitors will be more likely to keep on the site longer and explore each the pages on the site. The more information on the site, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be created and optimized in such a manner that they provide the information which 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. In other words, the visitor is searching for a specific outcome or activity from the website. This could be anything from purchasing a product or service, signing up for a service or interacting with a business 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 effective as landing pages that 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 contains many potential buyer-targeted words, then it’ll be much more likely to convert.

If you are making 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 traffic into two groups: one group who land on your landing page with the headline and bullet points intact; and one team who see no headlines and only a list 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. For those who have nothing that is 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 all you want to pull visitors to your site. Without a good landing page you’re asking for failure.