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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 internet search query, marketing promotion, email or an advertisement. The content of this web page typically contains 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 provide 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 choices are and what they can expect to see next. Without being able to ascertain what actions 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 that they invest more money. There are several factors involved in landing page optimization.

To start with, the main objective of landing pages is to capture leads, convert them to clients and retain these customers as repeat clients. Thus, these pages must provide the visitor something of value that grabs their attention and compels them to do it. Typically, people browsing the net will look at what is a landing page and instantly understand what the website is about. If the landing page is loaded with valuable content, the visitors will be more likely to stay on the site longer and explore each the pages on the site. The more information on the site, the better, because content drives traffic, and greater traffic equivalent higher sales.

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

A good landing page should offer the visitor a solution or a call to action. This means the visitor is searching for a specific outcome or activity from the site. This might be anything from purchasing 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 offers.

Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages which 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 result. If the landing page comprises many possible buyer-targeted words, then it will be more likely to convert.

If you are 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 traffic 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 site, and your headline and bullet points are the only thing making the visitor remain, 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 depart, no matter how compelling your site navigation or social sharing icons may be. Your landing page is all you want to pull visitors to your site. Without a great landing page you are asking for failure.