How landing pages differ from a regular website page
Most people could be forgiven for assuming website pages and landing pages are effectively the same thing (they are “pages on a website” after all) but they’re not. Let’s have a look…
Landing pages
A landing page is a “single-purpose, single objective” standalone web page with strong, clear, and focussed “call-to-actions”.
Landing pages are usually temporary, written, designed, and structured to support a specific digital marketing campaign, such as a new product or service launch, or promotions such as competitions, free trials, or giveaways in return for capturing contact details.
Landing pages typically have a clear objective of turning website traffic into leads or sales enquiries, nudging converting visitors further along the sales funnel to becoming a paying customer.
Website pages
A website page, on the other hand, is part of a larger website and is designed to provide information about the company, product, service, and its contact information. Website pages are likely more informative and typically form part of the website structure as a whole.
Call to actions are likely to be multiple and varied and will include cues for visitors to navigate to other pages to “find out more”, as well as “contact us”.
New customers who have never previously been aware of a company would likely be directed to the website, where they can then explore and find out more information.
Examples of how landing pages might be used:
New product launch
The landing page would include information about the product, its features, and benefits, and a call to action to purchase the product.
Free software trial
The landing page would include information about the software, its benefits, and a call to action to sign up for a free trial.
Lead generation
Would include a lead generation form that visitors can fill out to learn more about the company’s products or services and to be contacted by a sales representative.
What to use and when?
Ultimately, it depends entirely on what you want to achieve. If you are trying to convert visitors into leads or customers, then you should use a landing page. If you are trying to provide information about your company and its products or services, then you should use a website page.
Tips for creating effective landing pages
- Focus on a single goal such as generating leads, promoting a new product, or offering a free trial.
- Use clear and concise language. Landing pages should be clear, punchy, and avoid jargon or technical terms.
- Highlight benefits. Tell visitors why they should care about your product or service. What are the benefits of using your product or service?
- Strong call to actions – tell visitors exactly what you want them to do and why it’s worthwhile, and make it simple for them to do so.
- Test and optimize to improve conversion rates.
What do you want your website to achieve?
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