The core differences between landing pages and websites can be hard to figure out, especially if you are new to the world of digital marketing. Landing pages and websites play off one another and work together to form a cohesive brand and build trust and interest in your customers and leads.
Though there are similarities between landing pages and websites, the two have some important distinctions that boil down to their purpose. Keep reading to learn about some of the differences and similarities between landing pages and websites before you take the plunge and start creating your own (or before your hire someone else to help you)!
What Is the Purpose of Landing Pages?
Landing pages hold a different purpose in digital marketing than websites do, and thus should be understood as a separate entity in your marketing strategy. The purpose of landing pages is usually to highlight one specific service offered by the brand.
It is a single web page filled with short and to-the-point facts about the product or service. Landing pages often go hand-in-hand with paid advertising campaigns—for example, if someone clicks on an advertisement from a social media website, they will be taken to a landing page where they can quickly find the information they are searching for.
Landing pages can be distinguished from websites because they are hyper-focused on the highlighted service or product that is being offered.
What Is the Purpose of Websites?
In contrast to landing pages, websites present the brand as a whole instead of focusing on one specific product or service. A landing page is tailored to the one product or subject matter that it presents. In contrast, a website serves more as a digital marketing story for your brand, providing small snapshots that give a big-picture view of your business.
A website begins with the homepage, which typically consists of all of the important general details a potential client needs, including what services and products are provided, who the brand is aimed towards, who to contact with questions, and the business’s overall purpose. Essentially, the website homepage sets a positive first impression for the business, giving prospective customers a succinct preview of the brand.
What Are Some Integrations for Landing Pages?
Landing pages also involve specific integrations that differentiate them from a typical website experience. A variety of tools can be integrated with landing pages to help your business gather and utilize info about the user if they leave without taking the desired action, which probably happens often.
Unfortunately, even the most well-made landing pages don’t convert leads too frequently. The average conversion rate from landing pages across all industries is about 2.35% according to WordStream. Integrations for landing pages allow you to reach out to your web page visitors/potential customers again, because when someone leaves the page, or “bounces,” there are tools in place to ensure that you can still follow up with them.
Some of the integrations you might see for landing pages include follow-ups through automatic SMS and email, and the Facebook pixel for building targeted audiences.
Building Successful Sites and Landing Pages
Though there is not one specific formula that can be used to create a high-functioning web page, there are some basic steps that you should follow in order to maximize the effectiveness of your company’s website and landing pages.
Have an Effective Headline
The headline for your product or service should be intriguing, accurate, and to the point. The headline is the first thing that the customer will see about your business, product, or service, so make sure that it is truly attention-grabbing and provides the reader with a clear idea of what is being offered.
Utilize Images and Videos
If you have images and videos that are relevant to your brand, then using these on your homepage and landing pages is another way to engage customers. Graphics and visual forms of media can be very eye-catching and will likely encourage the potential customer to pay more attention to the contents of your web page.
Create an Explanation of Benefits
Now that you have an attention-grabbing headline and your choice of media, it’s important that you also provide an explanation for your product or service that highlights its benefits. Make the reader feel as though they absolutely need to invest in what your business is offering, giving brief explanations as to why your offer will make a positive impact on their lives.
Your site and landing pages should show proof of previously satisfied customers to sell potential buyers on the product or service you offer. Doing so increases your credibility and makes you seem more trustworthy, and it can also increase your conversions and sales. In fact, including customer reviews across your sales platforms can reportedly increase conversions by 270%.
The Bottom Line..
Landing pages and websites are both incredibly important when it comes to building a reliable and successful brand. If you don’t know where to start or if you want expert help with building out your web pages, Madak can help.
We use a building platform called Webflow to help you create both landing pages and websites without worrying about any coding. The magic starts with a blank canvas that allows us to design anything you want, and it ends when you’re overjoyed with the looks and contents of your website.