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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 comprises a brief description of the business and what it does. This landing page will generally 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 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 determine what actions 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 to clients and retain these customers as repeat clients. Therefore, these pages must offer the visitor something of value that catches their attention and compels them to take action. Typically, people browsing the net will look at what is a landing page and immediately understand what the website is about. If the landing page is loaded with valuable content, the traffic will be more likely to keep on the site longer and explore all of the pages on the site. The more information on the website, the better, because content drives traffic, and greater traffic equal higher sales.

Landing pages should be optimized and created in such a way that they provide the information that draws the visitor . This means there are several unique types of landing pages out there for digital marketing 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 seeking a particular outcome or activity from the site. This could be anything from buying a service or product, 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 has to offer.

Landing pages that contain tons of sales-related keywords aren’t 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 would be to click on them to act on any outcome. If the landing page comprises many potential buyer-targeted words, then it will be more likely to convert.

If you’re making a landing page for conversion, then you will need to check the power of the headline, the copy, and the landing page. To do this, set up a simple split evaluation. Split 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 website, 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’s pulling the visitor in, then the visitor will immediately depart, no matter how persuasive your website navigation or social sharing icons might be. Your landing page is everything you want to pull visitors to your website. Without a good landing page you’re asking for failure.