You may hear the word landing page very often. You may have also heard about home pages. These are two common digital marketing terms that every brand, business, or organization gives a lot of importance to.
But what is a landing page? How is it different from the homepage of a website?
Difference between landing page and home page
To understand the difference between landing page and home page, first let us understand each of these in detail.
What is a landing page?
You might have seen an interesting email or a social media advertisement, which took you to a stand-alone page when you clicked on it. Or, let's say 'landed' on a certain web page.
So, a 'landing page' is basically a web page whose focus is on lead conversion. A landing page is a page that is also called a lead capture page or a static page, whose sole purpose is to convert the leads into customers by promoting a CTA or call to action.
It is a great marketing strategy and an excellent way to rank higher on search engines. These pages are customized for a specific marketing or advertising campaign.
A landing page does not have any navigation buttons or other links. This means there is no website navigation on a landing page. There will only be conversion options like signing up, making a purchase, registering, etc.
What is a home page?
A homepage is one page within a website. This material features your company's name. Your website's homepage introduces your company and offerings to visitors.
Well-designed homepages attract customers. A website's homepage introduces services and products. Your homepage should prominently display a link to all of your website's pages, your company's phone number, and contact information.
Landing page vs. Home page
Every visitor to your homepage will have a different aim, which makes it hard to forecast. New prospects or returning leads may be interested in learning more about your company's history, while others may be more interested in learning about your plans and prices. In order to provide users with simple access to whatever material they may choose, homepages incorporate navigation bars and many outbound links.
When it comes to landing pages, the aim is simple: to convert visitors into customers by making them an offer. It's because they're thinking about taking advantage of the deal you offered that customers travel to your post-click landing page via a promotional link. As a result, it is your responsibility to include just the information on your post-click landing page that your visitor will want in order to assess whether or not the offer is worthwhile.
Inclusion of links
Landing pages are designed with one objective in mind: to convert traffic. Homepages, on the other hand, are expected to wear several hats.
Consider the conventional homepage, which often has some form of navigation bar towards the top of the page. There may also be a few additional site connections in your footer, as well as social media links on your website or blog. You'll need all of these links to assist your visitors in going to where they need to go or connect with your site in the way that you want them to.
You should not, however, include any of these links on your landing page. Keeping your visitors on your landing page until they complete the conversion process is your primary aim, so strive to avoid these possible distractions.
When possible, discover ways to provide your audience with the information they require without having them leave the website. If your landing page is lengthy, you may include a navigation bar that directs visitors to the appropriate area of your landing page, or you can display your social network follower count right on the page.
If there is a compelling reason to connect to another page, consider using the lightbox function or, at the very least, having the link open in a new window or tab. By minimizing the number of alternatives on your landing pages, you increase the likelihood that your page will perform what it is intended to do: convert visitors.
One of the most significant differences between a homepage and a landing page is that a landing page encourages visitors to take action. Instead, landing pages should have some form of Call-to-Action (CTA) that motivates your visitors to do a conversion action.
An actionable call to action might be anything from filling out a form to dialing a phone number to just purchasing your goods. However, regardless of what your call to action is, it must be clear and unambiguous to be effective. CTAs such as "Get Your Free Evaluation!", "Call Us Now!", and "Get Started Today!" are excellent examples of what you should look for.
Unlike landing pages, your homepage is likely to lack a clear and prominent call to action (which is entirely acceptable) because it is primarily utilized as a resource. On the other hand, landing pages should distinguish themselves from the competition by aesthetically and linguistically compelling your visitors to convert.
What to choose?
It's possible to make the case that everything comes down to focus. Data, sources, and links abound on your website's homepage. Potential customers should be able to find valuable information on a company's website.
A landing page is a single page with a clear and concise message. A website's primary purpose is to attract visitors and turn them into customers via generating leads, phone calls, signups, or online conversations. It is a simplified version of the homepage with a clear call-to-action (CTA).
Pay-per-click and other digital advertising methods rely heavily on landing pages because they make use of the precise audience targeting and conversion monitoring afforded by sponsored search.
Summing it up
I hope this blog gave you an understanding of how a landing page is different from a homepage, when and where to use each page, and how to work upon them so that they can serve their purposes successfully. From here, it's just a concern of building pages, driving the traffic, and measuring results.