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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 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 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 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 having the ability to determine 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 that they invest more money. There are lots of factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat clients. Thus, these pages must provide the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the net will look at what’s a landing page and instantly know what the website is about. If the landing page is loaded with valuable content, the visitors will be more inclined to stay on the website longer and explore each of the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be created and optimized in this manner that they provide the information which draws the visitor in. This means there are a number of unique kinds of landing pages out there for electronic 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 particular outcome or activity from the site. This might be anything from buying a product or service, signing up for a service or interacting with a company or friend. The goal 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 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 contains many possible buyer-targeted words, then it will be more likely to convert.

If you’re 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 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 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. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your site. Without a good landing page you’re asking for failure.