Do You Need a Landing Page or a Website?

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Do You Need a Website or a Landing Page?

You’ve probably heard the the term ‘landing page’ being thrown around, but many businesses think that if you’ve got a website, you don’t need a landing page. Is that true? Why would you even need a landing page if you’ve invested thousands into a shiny website?

Before we dive into the difference between a landing page and your website’s home page, let’s discuss how to identify the landing page.

What is a Landing Page?

A landing page is a single web page that is generally used for lead generation, specific product sales, or to attain a specific goal.

The Difference Between a Landing Page and a Website Home Page

Your website is your hub. According to marketing guru, Neil Patel, your website is a jump off point to the rest of your site’s content. A landing page is a destination. It’s where you want visitors to end up.

A good homepage typically does the following things:

  • Occupies your root domain (think www.yourwebsite.com)
  • Gives a pretty deep overview of what your business does
  • Links to every other important permanent page of your website
  • Tells visitors how to connect with you in other ways (such as getting in touch with you in person or following you on social media)

A landing page, on the other hand, more often:

  • Is designed to receive traffic from one or several specific sources (such as an ad or email campaign)—hence the “landing”
  • Prompts visitors to take one well-defined action
  • Stays focused on a single topic or offer throughout the page
  • Omits or downplays navigation options
  • Is not necessarily intended to be a permanent part of your website

When Should I Use a Landing Page Instead of My Website?

The analogy Patel used to differentiate the two types of web pages is taking a vacation. Let’s say you’re burned out from your long working days and contact a travel agent. You’re not sure exactly where you want to go yet, but you do know that you’d like a beach, bottomless margaritas, and tons of water activities (Maybe not necessarily in that order).

A few days later, you’re being picked up, bags are packed, ready to embark on your tropical getaway. But instead of dropping you at the luxurious resort you asked for, they simply drop you off at the airport. You’re left at the airport with no idea where you’re going or what to do next.

You are the prospect, and your driver/travel agent is the ad. You had an idea of what you wanted, and where you wanted to go, but instead, you got dropped off in a crowded terminal with no idea what to do next.

Basically, if you’re running paid ads, consider creating a landing page to promote the product/service you’re offering in your ad. A landing page is designed to receive traffic from one or several specific sources (such as an ad or email campaign)—hence the “landing” Prompts visitors to take one well-defined action.

Take this example from Instapage. You go on the Google machine and search for “how to build landing pages.” You scroll down and click a link to Instapage’s homepage:

Instapage Home Page

This is not a landing page. Immediately you see menu items, a CTA button, and a video play button. There are also  several elements for you to check out. You’re at the airport.

For comparison, this is what you see when you click on their paid advertisement for the same search query:

Instapage Landing Page

See the difference? The landing page has a clear path for the visitor to “GET STARTED NOW”. Clicking either button takes you to a page with a simple signup form — and that’s it. Below the fold, you see the features most pertinent to your search query: how to build landing pages.

Should You Use Landing Pages?

If you’re running paid advertisements, with the goal of converting, absolutely.

Need some help optimizing your website for conversions, search engine indexing, or creating a landing page that converts? Contact us. We’re happy to discuss your project with you!

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