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In internet 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 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 offer a responsive and engaging experience for the visitor, so they will return and supply feedback, recommendations and maybe 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 having the ability to ascertain 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 that they invest 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 customers and retain these clients as repeat clients. Therefore, these pages must provide the visitor something of value that catches their attention and compels them to do it. Typically, people browsing the net will look at what’s 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 the pages on the website. The more information on the site, 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 information that draws the visitor . This means there are several different kinds of landing pages out there for digital 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 specific outcome or activity from the site. This might be anything from buying a product or service, 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 tons of sales-related keywords aren’t as successful 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 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 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 list 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 remain, then you want to focus very specifically on this. For those who have nothing that is pulling the visitor in, then the visitor will quickly depart, no matter how compelling your site navigation or societal sharing icons might be. Your landing page is everything you need to pull visitors to your site. Without a great landing page you are asking for failure.