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In internet 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 internet 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 designed to provide a responsive and engaging experience for your 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 options are and what they can expect to see next. Without being able to ascertain what activities the visitor is interested in taking the visitor is wasted. The objective of landing page optimization is to offer 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 into 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 know what the website is all about. If the landing page is rich with valuable content, the visitors will be more inclined to stay on the site longer and explore all the pages on the website. 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 advice that draws the visitor in. This means there are several different types of landing pages out there for digital marketing purposes. These different types of landing pages include:

A fantastic landing page should provide the visitor a solution or a call to action. This means the visitor is searching for a particular outcome or action from the website. This might be anything from buying 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 offers.

Landing pages that contain a great deal of sales-related keywords are not as effective as landing pages that contain only relevant keywords. The less likely the keywords 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’ll be more likely to convert.

If you’re creating a landing page for conversion, then you need to test the effectiveness of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Divide your traffic 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 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 need to focus very specifically on this. If you have nothing that is pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your site navigation or social sharing icons may be. Your landing page is everything you want to pull visitors to your site. Without a great landing page you’re asking for failure.