When providing online marketing services, we’ve noticed that many of our clients are unsure of landing pages and their purpose. So, we thought it’s worthwhile to explain how landing pages and regular website pages differ in purpose and content.
A web page is any page that is situated within the structure of your website. For example, your homepage, team profile pages and service pages are all examples of website pages. Internet users usually arrive at these pages by clicking links within the navigation menu of your website.
A landing page is something different. It is a standalone page that exists online, although it can link to pages within your website in some cases. Internet users will arrive – or “land” – on your landing page after being exposed to an online marketing campaign, such as social media marketing, but most commonly, from Google Ad campaigns.
The big difference between web pages and landing pages is in their primary intention. Whereas a website page is there to provide the website visitor with information first and foremost, a landing page has other motives. A landing page’s primary objective is to get the user to take immediate action. This action could be to make a purchase, submit an enquiry or submit their details to get some useful information. Landing pages are sales tools, whereas website pages are less aggressive in the selling department and are more of a way to provide valuable information which could lead to sales in a less direct way.
Because landing pages are selling tools, their structure and content must differ from standard website pages. Landing pages often use a style of copywriting known as direct-response copywriting which is content that encourages the reader to make immediate and sometimes impulsive decisions. It does this by presenting a relatable problem and providing a solution that is usually backed up by facts and data. These messages can be heightened with videos and infographics when relevant.
WEBPRO Creative offers landing page design and content to maximise your online marketing potential. Speak to a WEBPRO Creative professional for further details!
The content of a landing page can be more geared to sell in the way it is structured. The content can be positioned in a straight line down the page, rather than having sections of content on different sides of the page. This makes it easier for the lead to consume the content quickly and make fast decisions. But one of the big differences is the inclusion of Calls to Action (CTA).
Multiple CTAs should be included throughout the structure of the landing page, often with a button labelled “Buy Now”, “Sign Up”, “Learn More” or something similar. Unlike regular web pages, landing pages include frequent opportunities to convert the reader and allow them to easily take action. However, there is data to suggest that less can be more in some types of landing pages.
Landing pages are the better option when it comes to making sales and generating enquiries off the back of a Google Ads campaign. This is because landing pages have a specific design and content that is developed to do exactly this – make sales and heat up those leads.
On the other hand, a web page isn’t always optimised for this sort of purpose, even your product and service pages may not hit the mark here. These web pages may not present the reader with the quick answers they’re looking for and won’t be able to take immediate action which may cause them to slow down and consider alternatives.
The very worst mistake you can make is to link your Google Ads to an irrelevant page that isn’t directly related to the product or service the user initially searched for online, such as your homepage.
Recap: While web pages provide information, landing pages are standalone pages aimed at selling products, generating leads or encouraging subscriptions. Their content employs direct-response copywriting, presenting relatable problems and solutions with compelling CTAs throughout, urging quick decisions. The structured layout ensures swift consumption of information. While multiple CTAs are common, some landing pages show that less can be more in certain cases.
80% of people read landing page headlines but only 20% read the full page. Thus, your landing page headline matters!
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