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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 one web page that appears in response to clicking an internet search query, marketing promotion, email or an advertisement. The content of the web page typically contains a brief description of the company and what it does. This landing page will generally be hosted by the company’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 that 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 being able to determine what actions the visitor is interested in taking the visitor is wasted. The aim of landing page optimization is to offer 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 start with, the principal objective of landing pages is to capture leads, convert them into customers and retain these clients as repeat customers. Thus, these pages must offer the visitor something of significance that catches their attention and compels them to do it. Normally, people browsing the internet will look at what’s a landing page and immediately understand 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 all of the pages on the website. The more content on the site, 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 advice which draws the visitor in. This means there are several different kinds 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. In other words, the visitor is searching for a particular outcome or activity from the site. This could be anything from purchasing a service or product, 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 are not as effective as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor is to click on them to act on any result. If the landing page comprises many possible buyer-targeted words, then it’ll be much more likely to convert.

If you are making 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 evaluation. 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 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’s 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 all you want to pull visitors to your website. Without a good landing page you’re asking for failure.