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In online marketing, a landing page or “lead capture page”, sometimes called a “single location page”, “single landing page”, “fixed page” or “destination page” is a single 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 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 provide feedback, recommendations and possibly even purchase. It is 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 objective 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 clients and retain these customers as repeat customers. Thus, these pages must provide the visitor something of value that catches their attention and compels them to take action. Typically, people browsing the internet will look at what is a landing page and immediately know what the website is all about. If the landing page is rich with valuable content, the traffic will be more likely to stay on the website 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 equivalent higher sales.

Landing pages should be created and optimized in such a manner that they provide the information which draws the visitor . This means there are a number of different types 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 action from the site. This might be anything from purchasing 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 website offers.

Landing pages that contain a great deal of sales-related keywords aren’t as effective as landing pages that 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 potential buyer-targeted words, then it’ll be more likely to convert.

If you are making 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 evaluation. Split 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 only 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 remain, then you want to focus very specifically on this. If you have nothing that’s pulling the visitor in, then the visitor will immediately leave, no matter how persuasive your website navigation or social sharing icons may be. Your landing page is all you want to pull visitors to your website. Without a great landing page you’re asking for failure.