Landing pages versus websites. What’s the real truth?

In this day and age, it’s safe to assume that we all know what a website is. In recent years, however, we have seen a massive rise in the popularity of landing pages. So, what exactly is a landing page, and how is it different from a website?

 

In short, the landing page is a standalone web page that is created for a specific marketing or advertising campaign. It is where you “land” after clicking a link in an email or an ad. The primary difference between a homepage and a landing page is the page’s focus. Your homepage includes several tabs for users to explore, a landing page should direct your target audience toward a singular call-to-action; a singular purchase. In other words, a homepage encourages your prospect to learn about your brand, your product or service, its values and offerings, while a landing page is designed to accomplish a single goal: conversion.

 

The more customized the landing page is, the higher the likelihood of conversion. Your website should be, on the other hand, designed to speak to and educate a broad audience. The home page informs the user and brings traffic, while a landing page capitalizes on that traffic.

 

There are many ways to ensure your landing page is successful:

 

  • KISS – Keep it simple silly. Landing pages are laser focused on ONE conversion goal. This affords you a good deal of control over directing your prospect to take an action and take it in a very easy, straightforward way.

 

  • CLEAN – A landing page needs to be clutter-free. On the flip-side, the nature of a homepage is inherently distracting because there are many places to click with multiple locations to learn, contact, buy, etc. The landing page remains clean and uncluttered with one form and one request of the visitor— do this one thing; buy my product, send me your email, sign up for this promotion, etc. One thing, and one thing only.

 

  • EXPERIENCE – Every step of the visitor experience on a landing page is tailored towards its goal. Most users visit a landing page after coming into contact with an ad, email, or social media post. Make sure your landing page is designed to match their first experience (i.e. look like the ad, the post or the email). This affirms their initial interest. In addition to the SEO benefits of customized, relevant content, this level of specificity leaves fewer chances for distraction; it demonstrates that you respect the users’ time by giving them exactly what they want without having to search for it.

 

  • Targeted Audience – A landing page can be duplicated and tweaked to suit different sectors of your target audience and what is relevant to that group. As we mentioned previously, the more customized an experience is, the higher the likelihood of conversion. AirBnB created a great landing page. This is a good example of how to laser focus on your target audience; people who want to Host and Share their Space.

 

Interested in setting up a landing page for your business? Schedule a meeting to discuss your needs. 

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