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In online 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 online search query, marketing promotion, email or an advertisement. The content of this web page typically contains a brief description of the company 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 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’s 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 ascertain what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer the best user experience to the visitor stay on your site longer, more importantly, so that 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 clients. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to take action. Typically, 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 loaded with valuable content, the traffic will be more inclined to stay on the site longer and explore all of the pages on the website. The more content on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in this way that they provide the information that draws the visitor . 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 fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is seeking a specific outcome or action from the site. This might be anything from buying a product or service, 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 website has to offer.

Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages which 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 more likely to convert.

If you’re creating a landing page for conversion, then you need to test the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split your traffic 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 list 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 immediately leave, no matter how persuasive your website navigation or social sharing icons might be. Your landing page is all you want to pull visitors to your website. Without a great landing page you are asking for failure.