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In online 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 which appears in response to clicking an online search query, marketing promotion, email or an advertisement. The content of this web page typically comprises a brief description of the company 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 offer a responsive and engaging experience for your visitor, so that they will return and provide feedback, recommendations and maybe even purchase. It’s very important 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 determine what activities 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 they invest more money. There are several factors involved in landing page optimization.

To begin with, the principal objective of landing pages is to capture leads, convert them to clients and retain these clients as repeat clients. Thus, these pages must offer 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 rich with valuable content, the visitors will be more inclined to keep on the website longer and explore all of the pages on the website. The more information on the website, the better, because content drives traffic, and higher traffic equivalent higher sales.

Landing pages should be created and optimized in such a way that they provide the advice which draws the visitor in. This means there are a number of different 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. In other words, the visitor is searching for a particular outcome or action from the site. This might be anything from buying a product or service, signing up for a service or interacting with a business or friend. The goal is to get the visitor to act on the information the website offers.

Landing pages that contain tons of sales-related keywords aren’t as effective as landing pages that contain only relevant keywords. The less likely the keywords must be used, the less likely the visitor would be to click on them to act on any result. If the landing page comprises many potential buyer-targeted words, then it’ll be more likely to convert.

If you are creating a landing page for conversion, then you need to check the power 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 group who see no headlines and just a listing of landing pages.

For those who have a landing page on your website, and your headline and bullet points are the only thing making the visitor stay, then you want 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 compelling your website navigation or societal sharing icons might be. Your landing page is all you need to pull visitors to your site. Without a good landing page you’re asking for failure.