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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 that 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 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 the visitor, so that 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 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 they spend more money. There are several factors involved with landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them to customers 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 net will look at what’s a landing page and instantly know what the website is all about. If the landing page is rich with valuable content, the visitors will be more likely to keep on the website longer and explore each the pages on the site. The more content 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 advice which draws the visitor . This means there are several different kinds of landing pages out there for digital marketing purposes. These different types of landing pages include:

A fantastic landing page should offer the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or action from the website. This could be anything from purchasing 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 site has to offer.

Landing pages that contain a great deal of sales-related keywords are not as successful as landing pages which contain only relevant keywords. The less likely the key words are to be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many possible buyer-targeted words, then it will be much more likely to convert.

If you are creating a landing page for conversion, then you will need to test the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split test. 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 just a listing 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 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 may be. Your landing page is all you want to pull visitors to your site. Without a great landing page you’re asking for failure.