If you’ve been delving into digital marketing, you may have heard of the terms ‘web page’ and ‘landing page’. At first glance, the two appear to be very similar but the reality is that they have some key differences. Understanding exactly how they differ could help you decide which is more effective for your business and could be the change you need to make to boost your online success.
You need to know that the purpose, goal and traffic source of a landing page differs from that of a web page. In order to make sure that all your pages are optimised it is critical that you understand these differences. Below we will go into some more detail about how and why landing pages and web pages should be used.
Perhaps the biggest difference between the two is the audience they are aimed at. The landing page is the place where people end up after clicking one of your ads. The people who have clicked the link have already shown an interest in your company or product. That means that you can be sure that they have an idea what it is you do. It also means they are already several moves further down your sales funnel than people who end up on your site organically.
This means your landing pages have the advantage of being able to make a few assumptions. It also means you can target your landing pages at demographics who are more likely to convert. Tailor your landing page content to this audience and you can push them one step further into sales funnel with minimal effort and expense. You do this by giving them the information that they have clicked through to find. However, while you can get away with putting more on a landing page than a web page, don’t go overboard as this can still be off putting.
The main aim and focus of a landing page is to convert traffic. Web pages, however, need to do several other jobs at the same time. A web page will have a navigation bar so that people can find their way to other relevant pages on the site. There might also be links to your blog or social media – all aimed to help people find the right destination.
A landing page doesn’t need any of these links. Its sole purpose is to convert, so you need to try and avoid any unnecessary distractions. Keep your landing pages simple and they will be more effective. Once you have done all the hard work to get a visitor to your landing page, you don’t want to give them any options for being distracted at the last minute.
Give your audience the information they need quickly and easily and if you can’t avoid having a link to another page, make sure it comes up in a new tab or window.
Both landing pages and web pages can contain much of the same information. The difference is that on a landing page you should try and keep the content focused on the product or service you are offering. The content should be specific to the searches or adverts that brought the visitor to your site in the first place.
For example, if you’re a business that sells building supplies and your customer has clicked on a search advert for your tiles, then make sure your landing page is all about tiles. This is not the place to start telling them all about the bricks, cement, timber and other products you sell. Doing so will only distract from the main aim of the landing page – to sell your tiles. Always keep the content relevant. This is the power of the landing page.
Call to action
As the main focus of your landing page should be to move the customer into the next stage of the sales funnel, its main feature should be the call to action, or CTA. This can take any number of forms on your page. It could be a form to fill out, a phone number or even a check out. But the key is that whatever form it takes, it should be clear and obvious what the CTA will do.
Having buttons such as ‘Call us now’ or ‘Click here to get started’ leaves the customer in no doubt as to what the next stage should be. If you add an incentive such as a discount or special offer for clicking the CTA you can make it even more effective.
Web pages can also have CTAs, and these too need to be clear and obvious. But this is not the sole focus of the web page. The CTA should still be visible and take the same form as on a landing page but it is not the main reason for people being there and makes up just one part of the grammar of the web page.
As you can see, the main difference between web pages and landing pages comes down to focus. Your website exists to provide information, to tell people about you and your business, and to promote branding and name recognition. These are all essential tools for your business.
Landing pages, however, have a specific message so need to be written and constructed in a specific way. They are very effective for turning interest into sales and should form a part of your overall marketing strategy. They form an integral part of pay per click and other digital marketing.
If you would like to find out more about landing pages, or to discover how they can help you to boost conversion rates, then get in touch with a member of our team. If you’ve not used landing pages as part of your website before, then you might be surprised by how much of an impact they can have. We look forward to hearing from you.