To a novice, landing page and web page might sound the same; however, they are far from being similar. Only an experienced digital marketer can define the nuances of the terms and use each strategically to drive more traffic and qualified leads.
Although a landing page and a web page have a similar design structure, they both differ in terms of their purpose, goal, and audience. Having a clear understanding of how they are different from one another is key to devising a successful digital marketing campaign.
In this blog, SEO Experts at Netplanet Digital will help you explore these differences in detail. Check each key point and understand how landing pages and web pages are different –
Audience They Serve
Website pages and landing pages are meant to cater to different sets of audience. Landing pages are the ones on which a visitor lands after clicking on a paid ad. Such visitors are already at an advanced stage of the sales funnel. They don’t require a brand introduction or need to know what the company sells.
While on the other hand, website page visitors are often at the initial level of the sales pipeline. Their primary purpose is to explore the website and know more about the company and its offerings.
Compared to the visitors that hop on your website through organic search results, landing page visitors are most likely to convert into consumers.
So, when creating landing pages, you should only focus on what your audience needs from you. Give them the information for which they have landed on your page or else they will leave as fast as they can.
Content They Offer
Since the audience that both the pages serve differs, there is a huge difference in the content as well.
A visitor lands on the landing page via search ads; thus, the message on the page should specifically revolve around the ad only. The content on the landing should help them decide why they should buy your products and what value proposition they will receive.
Similarly, someone who came across your brand through a search query would be interested in knowing about your expertise. Give such visitors more information that would pique their interest in your brand and push them further down the sales funnel.
The Goal They Have
A landing page serves one and only one purpose- to convert qualified leads into paying consumers.
While webpages have so many purposes attached to them, they act as a guide for consumers through a buyer’s journey and lead them towards sales. They help visitors navigate through the website with the help of links and tabs and take them further closer to the end of the sales funnel.
Since visitors on your landing pages are already qualified leads, there is no need to provide them links to other pages. Doing so will only distract your visitors and make them abandon the page.
One of the significant differences landing page and web page have is ‘Call-to-Action.’
Landing pages are purely designed to entice a visitor to take a specific action; thus, adding a strong CTA to it is essential. To make your CTA more impactful, specify offers that would drive engagement. CTAs like ‘Free Consultation,’ ‘Get 15% Off Today’, work best for landing pages.
On the other hand, web pages are crafted to be used as a resource. It is not necessary to always put a CTA to it. However, you can put the link of the ‘contact us page’ or the ‘landing page’ at the end of the web pages. This will not only boost the interlinking but also help your visitors navigate through the website.
Do you want to devise highly converting landing pages for your products? Are you looking to hire digital marketing experts to help you with landing page optimization?
Get in touch Netplanet Digital – we are Sydney’s leading digital marketing agency committed to helping businesses experience optimum growth. We have all the digital marketing solutions that you need to improve your brand visibility in the online world and beyond.
Call us on 1300 033 707 or reach us to know more.