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In internet marketing, a landing page or “lead capture page”, sometimes known as a “single place 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 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 very important 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 determine what activities the visitor is interested in taking the visitor is wasted. The aim 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 lots of factors involved in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Thus, these pages must offer 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 all about. If the landing page is loaded with valuable content, the traffic will be more inclined to keep on the site longer and explore each 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 optimized and created in such a way that they provide the information that draws the visitor in. This means there are several different kinds of landing pages out there for electronic advertising purposes. These different types of landing pages include:

A good landing page should offer the visitor a solution or a call to action. This means the visitor is seeking a particular outcome or action from the site. This could 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 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 is to click on them to act on any result. If the landing page contains many possible buyer-targeted words, then it will be much more likely to convert.

If you are making 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 evaluation. Split your traffic into two groups: one group who land on your landing page with the headline and bullet points undamaged; and one group who see no headlines and only a list of landing pages.

For those who 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 immediately leave, no matter how compelling your site navigation or societal sharing icons may be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you are asking for failure.