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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 one web page which appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically comprises 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 designed to provide a responsive and engaging experience for your visitor, so they will return and supply feedback, recommendations and maybe even purchase. It is 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 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 spend more money. There are lots of factors involved in landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into clients and retain these clients as repeat customers. Therefore, 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 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 of the pages on the website. The more content on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be created and optimized in such a way that they provide the information that draws the visitor in. This means there are several unique types of landing pages out there for electronic marketing 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 particular outcome or activity from the site. This might be anything from purchasing 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 website offers.

Landing pages that contain tons of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the keywords 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 potential buyer-targeted words, then it will be much more likely to convert.

If you are creating a landing page for conversion, then you 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 undamaged; and one group who see no headlines and only a list of landing pages.

If you have a landing page on your site, and your headline and bullet points are the only thing making the visitor stay, 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 leave, no matter how compelling your website navigation or social sharing icons might be. Your landing page is all you need to pull visitors to your website. Without a great landing page you’re asking for failure.