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In online 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 that 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 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 the visitor, so they will return and supply feedback, recommendations and maybe 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 having the ability 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 spend more money. There are several factors involved with landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to customers and retain these customers as repeat customers. Thus, these pages must offer the visitor something of value that grabs their attention and compels them to do it. Typically, 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 rich with valuable content, the traffic will be more likely to stay on the site longer and explore each of the pages on the site. 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 this way that they provide the advice which draws the visitor . This means there are several 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. This means the visitor is searching for a specific outcome or action from the website. This could be anything from buying 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 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 is to click on them to act on any outcome. If the landing page contains many potential buyer-targeted words, then it will be more likely to convert.

If you’re creating a landing page for conversion, then you will need to test the effectiveness 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 undamaged; and one team who see no headlines and just 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 stay, then you want to focus very specifically on this. For those who have nothing that’s pulling the visitor in, then the visitor will quickly leave, no matter how compelling your website navigation or societal sharing icons may be. Your landing page is everything you need to pull visitors to your website. Without a great landing page you’re asking for failure.