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In online 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 this web page typically comprises a brief description of the business and what it does. This landing page will generally be hosted by the company’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 offer a responsive and engaging experience for your visitor, so they will return and provide 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 spend more money. There are several factors involved with landing page optimization.

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

Landing pages should be optimized and created in this manner that they provide the advice which draws the visitor . This means there are several different types of landing pages out there for digital advertising 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 seeking a particular outcome or action from the site. This might be anything from buying 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 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 more likely to convert.

If you are creating a landing page for conversion, then you need to test the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. 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 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 want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a great landing page you’re asking for failure.