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In internet marketing, a landing page or “lead capture page”, sometimes called a “single place 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 comprises a brief description of the business and what it does. This landing page will typically 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 is 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 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 with landing page optimization.

To start with, the principal objective of landing pages is to capture leads, convert them into customers and retain these customers as repeat customers. Thus, these pages must provide the visitor something of significance that grabs their attention and compels them to take action. Normally, people browsing the internet will look at what is a landing page and instantly know what the website is about. If the landing page is rich with valuable content, the visitors will be more likely to stay on the website longer and explore all of the pages on the website. The more information on the site, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in this manner that they provide the advice which draws the visitor . This means there are a number of unique types of landing pages out there for digital advertising 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 seeking a specific outcome or activity 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 a great deal of sales-related keywords aren’t as effective as landing pages which contain only relevant keywords. The less likely the key words must be used, the less likely the visitor would be 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 need to test 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 undamaged; and one group who see no headlines and only a list 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 stay, then you need to focus very specifically on this. For those who have nothing that’s 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 all you want to pull visitors to your site. Without a good landing page you are asking for failure.