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…
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.
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.
The landing page would include information about the product, its features, and benefits, and a call to action to purchase the product.
The landing page would include information about the software, its benefits, and a call to action to sign up for a free trial.
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.
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.