When it comes to a landing page vs website, your website is the first impression you give to your clients or prospects, while your landing page is specifically made to describe an offer—like a free trial or coupon.

 

LANDING PAGE

A landing page is a standalone web page created for a specific marketing or advertising campaign. It’s where you “land” after clicking a link in an email or an ad. Landing pages should direct your target audience toward a singular call-to-action; a singular purchase because they are designed to accomplish a single goal: conversion. The more customized the landing page is, the higher the likelihood of conversion.

WEBSITE

Your homepage includes several tabs for users to explore. In fact, a homepage encourages your prospect to learn about your brand, product or service, its values and offerings. It is designed to speak to and educate a broad audience. Different from the landing page, a website home page informs the user and brings traffic, while a landing page capitalizes on that traffic.

 

The primary difference between a homepage and a landing page is the page’s focus. If you are trying to generate leads from an advertising campaign, there are a few things to keep in mind.

KISS

Keep it simple silly. Landing pages are laser focused. In fact, they have only 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

Again, 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, content to visit, things to buy, and information to absorb. The landing page has one request of the visitor— do 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. Afterall, 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. In fact, it can also be tweaked to suit different sectors of your target audience. 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.