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In online 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 comprises a brief description of the company 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 provide a responsive and engaging experience for your visitor, so they will return and supply feedback, recommendations and possibly even purchase. It’s vital 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 aim 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 several factors involved in 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 clients. Thus, these pages must provide the visitor something of value that catches their attention and compels them to do it. Normally, people browsing the internet will look at what is a landing page and immediately understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more likely to stay on the site longer and explore all the pages on the website. The more information on the website, the better, because content drives traffic, and greater traffic equivalent higher sales.

Landing pages should be optimized and created in this way that they provide the information that draws the visitor . This means there are several unique kinds of landing pages out there for electronic marketing purposes. These different types of landing pages include:

A fantastic landing page should offer the visitor a solution or a call to action. In other words, the visitor is seeking 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 purpose is to get the visitor to act on the information the website has to offer.

Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any outcome. 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 will 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 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 just a list 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 immediately depart, no matter how compelling your site navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a great landing page you’re asking for failure.