What Is A Landing Page?

Not to be confused with a Homepage, a landing page serves a single and focused purpose.

There are some common differences between a homepage and a landing page:

• Landing pages do not have navigation - Homepages do
• Landing page traffic comes from ads - Homepage traffic comes from many sources
• Landing pages are separate from a business' website - Hompages are the front page of a business' website
• Landing pages have a single goal - Homepages promote website browsing

While both should always begin with a goal, those goals are very different from each other. Your Homepage's goals are to explain your brand, build trust with your brand and promote engagement with your brand. Your landing page has a single-minded focus, to promote a single offer or product.

Another key difference is traffic. When a business is "paying" for advertising space, it's wiser to drive clicks to a specific landing page that is focused on what the consumer is looking for, rather than a homepage. You should almost always drive advertising traffic to a single-minded landing page with a clear conversion goal - that results in a better ROA (Return On Ad Spend). Your homepage's traffic will come from other unpaid sources, such as direct traffic, organic searches, content shares on social media, etc.

Your homepage is all about navigation for a browser-friendly experience once a consumer visits your website and can help them get familiar with your brand and browse your products and services. Your landing page does not have navigation. It serves up to consumers exactly what they were looking for with a single-minded focus on that product or service.

Your homepage is general where a landing page is focused and specific. While the homepage draws visitors further into your website by presenting all the options your business has to offer, a landing page offers one simple and clear call to action.

A landing page is any web page that a consumer can land on, but in the marketing realm, it's usually a standalone page that differs from your homepage or any other page. It is a follow up to any promises that you've made in the content of your advertising. Essentially, it is the next step toward a visitor to your website becoming a customer. Your landing page lets you offer a visitor something (a special deal, a piece of information, a download) in return for providing their contact information.

Why Is A Landing Page Important?

Whether you have an E-Commerce website that showcases your products or a website that offers a variety of services, you've probably done a great job building your brand and creating a website that represents it, (need help with website design? give us a call), so get it working for your business with landing pages! Make sure all that hard work translates into sales by using landing pages as a conversion tool.

Drive traffic, improve SEO (Search Engine Optimization) and build your brand with a great landing page. Landing pages lead customers to a specific product or service from your advertising campaigns and encourage them to take action, giving you an opportunity to create conversions and build your customer base. Building an effective landing page is not difficult (contrary to misconceptions that they are hard to create and maintain) and serve to get consumers directly to what they are after. Here's a great article that provides some more insight into the value of landing pages.

What Makes A Good Landing Page?

Again, your homepage does not make a good landing page. Prospective customers should be sent to a page that they were specifically interested in to begin with. A landing page has a better chance of capturing their attention for a longer period of time and offering them information related to what they were looking for.

Good landing pages do several things:

• They zero in on the offer, not the company.
• They are focused and free of distractions.
• The forms are easy to fill-in and not initimidating
• They speak to a specific audience.
• They collect specific information about your prospective customers.
• They provide special offers with a home.
• They provide a thank you.
• They allow access through other marketing channels.

If you would like to learn more about the importance of landing pages or want to get in touch with an expert who can improve your landing page and SEO strategy, we'd love to visit with you. Give us a call today.