You might have asked yourself, or gotten confused at some point as to what the difference between a landing page vs website is. Also, there’s a high chance that you have also visited a landing page – probably from an ad on social media – and thought it was a website. I mean, they all look similar, so it is easy to mix them up if you’re not a marketing expert.
Although they look similar, they are highly distinct – they help business owners and digital marketers achieve different objectives.
Let us take a look at their differences, their benefits, and help you decide which one is right for you and your business. Between a landing page vs website.
Jump to a preferred section:
- Landing Page vs Website (Basic Differences).
- What is a Website?
- What is a Landing Page?
- Why Do You Need a Landing Page?
- Components of a Landing Page that converts.
- More Landing Pages, more sales.
Landing Page vs Website (Basic Differences)
|Pages||Single page||Multi pages|
|Content||Content specific to ads||Overall details of a |
|End Goal||Conversion||Brand awareness|
|Navigation Links||Usually, no||Yes|
What is a Website?
A website is a combination of web pages (identified by a common domain) that contain images, scripts, videos, multimedia files, etc hosted on single or multiple servers visible to other visitors, online.
As a business owner, setting up a website means customers can find and interact with you anytime, online. Amazon.com, Jumia.com.ng, Google.com, and Joyworks.io, are examples of websites. It is important that every business looking to reach an audience beyond a small town or city is visible online.
Here’s what a website, as a business tool, lets you do:
1. Business storytelling: A website also serves as an avenue for businesses to tell their story, as storytelling is a big part of the essence of a website. These stories engage the visitors, introduce, and serves them with all necessary information about your brand.
Also, a well planned, well structured, and well-detailed website will most likely have an “About Us” section or page that explains in detail what the company is about. Your ability to tell your story cohesively on your website will greatly influence how potential customers that visit, identify your brand.
2. Explain your product: Even after pitching your product to potential customers, it might be counterproductive if you just sit back and assume that they understand what you’re selling to them.
With a website, you’re able to explain your product’s value proposition (problem its solves) in detail, as well as key product details; Image or video attachment, description, price, quality, etc.
A customer-centric website will have a “FAQ” (frequently asked questions) section to provide information on frequent questions or concerns, from visitors, about your product(s). An FAQ is useful in organizing information that explains your product. This product information in the form of questions and answers. And, although it is referred to as “frequently asked questions”, it doesn’t matter whether the questions are actually frequently asked.
3. Interact with site visitors/customers: With website chat features, you can instantly communicate with your website visitors and customers via instant messaging. This feature typically appears within their browser window. You can keep your website visitors and customers happy as their questions can be answered immediately.
This is a feature you definitely want on your website because people will rather chat with you on your website than reach out to a customer service representative phone or email. Also, with live chat, they get to do other things while you’re sorting their issues out.
What is a Landing Page?
For easy understanding, and according to the oxford dictionary, a landing page is the first page that is displayed on your device screen after clicking a link, probably on social media or another website. Here, a landing page could be a website’s homepage or a blog post.
However, when you hear “landing page” (sometimes referred to as “Static page” or “Lead capture page”) in online marketing, it means a standalone web page created to capture and convert leads from online adverts and marketing campaigns.
Why Do You Need a Landing Page?
To ensure that all the efforts you put into building a business don’t go to waste, you need a leads conversion tool to help you convert all your hard work into sales – landing pages are effective at this.
1. Seamlessly generate leads
If you send leads to the homepage of your website, you can rest assured that you’re going to lose a tonne of them, leaving your sales team with nothing to work with. How? Websites contain a lot of information about the different products and services a company offers, and it is basically a tool to generate traffic, enlighten prospects, and in some cases, convert them. Landing pages are the most effective ways of generating leads.
2. Gather Prospects demographics
The idea of landing pages is that leads share valuable information in exchange for value. You sell directly and gather useful information about them. Information that will help you and your sales team understand the types of leads coming through and helps you segment them effectively to be able to target their exact needs and pain points.
3. Landing pages zero-in on offers
When you’re desperate to sell your product or service, there is no time to be giving out detail about the history of your company or sharing customer testimonials. A lead desperate for a product will definitely not be interested in any of these.
This is where landing pages are very effective. They are designed to be strictly about promoting products and services – no unnecessary information.
4. Eliminate Distractions.
When your goal is to convert, you want to make sure that every information on your sales page represents that goal.
When you have information or links on a page that don’t represent your conversion goal, just like you have on websites (about us page, blog, testimonials, etc), that becomes a distraction and it’ll weaken your message and reduce your conversion rate.
5. Track and Analyze Data
With a landing page, you can effectively track and monitor your marketing campaign, and how leads interact with your page.
Components of a Landing Page That Converts
Yes, there is no rule or formula on how to set up a landing page that converts, but there are common components that need to be present on the landing page to increase your chances of reaching your conversion target.
Also, depending on the type of landing page you’re trying to set up, you might not need all the components we’re about to mention below.
Here are some common components:
1. Headline: This is the first component is the headline. It should be a bold and eye-catching statement. This is because your headline is most likely the first thing your leads will see – you don’t want to confuse or bore them on arrival.
Also, it is important that the landing page headline and the wordings of your advertisement complement each other.
2. Support copy: This is also important. It is usually a short paragraph that is tied to the headline. Its purpose is to provide additional information about the headline and product or service.
3. A compelling image or video: Including visuals (images or videos) of your product will grab the attention of leads that visit your landing page and definitely give them an extra push to look further into your product. Asides product images, you could use videos of users testimonials, or even motivational videos.
4. Keywords and Call to Action Button: You should first identify the keywords that leads interested in your product or service might be interested in.
Keywords like “Buy now” if you’re selling a physical product, or “Download now” if you’re selling a software service. Then, you want to make sure that your call to action button is eye-catching one that encourages leads to click.
More Landing Pages, More Sales
Yes, you heard me right. Don’t rely just on one landing page, you should use different landing pages for different products and different marketing campaigns. The more landing pages you have online, the better your chances of converting leads into paying customers.
Also, having multiple landing pages come with SEO benefits. Here’s the trick; the more landing pages you create, the more landing pages will be indexed in Google search and other search engines, increasing your chances of being found online. With this, the journey from discovery to conversion is quicker.
Another reason why you need multiple landing pages is that it increases your audience targeting opportunities through segmentation.
If you don’t already know this, audience segmentation matters when carrying out a marketing campaign. When you separate your audience into different categories based on their personas, needs, and other factors, you have the opportunity to tailor your campaign to respond to their different needs and interests.
Honestly, you can’t achieve this using one landing page. You need more.
For instance, let’s say you have an online sneakers store, and you’ve just launched an ad on Facebook, once you get people to click on your Facebook ad, you want them to land in a place that swiftly convinces them to make a buying decision.
But imagine an adult (above 40 years of age) clicks on that Facebook ad only to wind up on a page selling sneakers for kids. They’ll then be forced to search or contact you for a sneaker their size – that’s if you’re lucky. If you’re not so lucky, they get discouraged and give up the search and look elsewhere.
Which is why is it very important to create multiple landing pages to serve the needs of your segmented audience.
So, between a landing page vs website, their applications are different. It is left for you to apply them appropriately to generate the best results.