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In internet 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 online 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 provide a responsive and engaging experience for your visitor, so 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 choices 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 objective of landing page optimization is to provide the best user experience to the visitor stay on your site longer, more importantly, so that they spend more money. There are several factors involved in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them into clients and retain these customers as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to take action. Normally, people browsing the net will look at what is a landing page and instantly understand what the website is all about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the site longer and explore each the pages on the site. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be created and optimized in such a way that they provide the information that draws the visitor in. This means there are a number of different types of landing pages out there for digital advertising purposes. These different types of landing pages include:

A good landing page should offer the visitor a solution or a call to action. In other words, the visitor is searching for a particular outcome or activity from the site. This could be anything from purchasing a service or product, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the site offers.

Landing pages that contain tons of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the keywords must 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’ll be much 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 evaluation. Split 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 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 remain, then you need to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will quickly leave, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you are asking for failure.