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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 online 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 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 intended to provide a responsive and engaging experience for your visitor, so that they will return and supply 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 offer the best user experience to the visitor stay on your site longer, more importantly, so they invest more money. There are lots of factors involved with landing page optimization.

To begin with, the main objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat customers. Therefore, these pages must offer the visitor something of significance that catches their attention and compels them to take action. Normally, people browsing the net will look at what’s a landing page and instantly understand what the website is about. If the landing page is rich with valuable content, the visitors will be more inclined to keep on the website longer and explore each of the pages on the site. The more content on the site, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in such a way that they provide the information that draws the visitor . 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. In other words, 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 goal is to get the visitor to act on the information the site has to offer.

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 key words are to be used, the less likely the visitor is to click on them to act on any outcome. 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 check the effectiveness 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 team who see no headlines and just 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 remain, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will quickly depart, no matter how persuasive your website 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 are asking for failure.