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In internet marketing, a landing page or “lead capture page”, sometimes called a “single place page”, “single landing page”, “fixed page” or “destination page” is one 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 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 designed to provide a responsive and engaging experience for the visitor, so that they will return and provide feedback, recommendations and maybe 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 being able to ascertain 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 they invest more money. There are several factors involved in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into 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. Typically, people browsing the internet will look at what’s a landing page and immediately know what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to keep 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 information that draws the visitor . This means there are a number of unique types of landing pages out there for digital marketing purposes. These different types of landing pages include:

A good landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or activity from the site. This might be anything from buying a service or product, 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 tons of sales-related keywords aren’t as successful as landing pages which 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 outcome. If the landing page comprises many possible buyer-targeted words, then it will 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 test. Split your visitors 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 just a list of landing pages.

If you have a landing page on your website, and your headline and bullet points are the only thing making the visitor stay, then you need to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how compelling your website navigation or societal sharing icons might be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.