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October 9, 2020

A Landing page is not your website

by cstechmk

You must have heard the term “Landing Page” mostly, especially when planned to dive into the Digital Marketing Industry. But again, a question arises, “What is a landing page, and how can it be distinguished from a website?

It seems that a webpage and landing page is identical in its form or a regular homepage. 
And yes, differences are there that matter to a digital marketing campaign.

The main motto and the landing page’s primary traffic source are incredibly different from the main homepage. 
Sometimes, it becomes very critical to optimize their purpose and intention. 

To clear more clouds from this topic, we explain the differences through these four key mentioned areas.

  • Our Target Audience
    The main key area that precisely separates these two is our audience or the intended purpose. From the term “Landing pages” name itself, it gets clear that “a page” where someone or our viewer “lands on” where a person or audience clicks on any of our ads. Mainly with paid search ads, it happens that the audience or readers of our landing page have seen and got interested in our product or service. It can be simplified through an example. Suppose a person is looking for an HP laptop service center (in the city), and after seeing a particular ad, they click on the paid search results.
  • Mentioned Links 
    The landing pages are made mainly for converting traffic. On the contrary, the homepage has to wear all hats.

It can be explained through a classic home page where many social media links are present at the footer or linked to your blogs and the navigation bar at the top.
These links help the audience interact with your web page and find them what they are looking for.

You can not put all these connecting links on the landing page as it is the converting page. So, avoid using Potential Distractions. Use these three steps for a significant landing page. These are:

  • Convert
  • Login
  • Leave the Page

Suppose on your landing page, social media links are shown with 1,00,000 page likes. It pushes your visitor to make a conversion. But as they click on the Facebook icon of your Facebook page, they see new notifications and start checking them out. So quickly and instantly, you have lost them.

The gist always provides the information your audience needs and helps them without distracting them from your page. Remember that whenever you have a long page, always do have navigation bars that guide them to scroll through the exact correct section of your landing page and direct them to go through the social media count of followers on the same page itself.

  • Content, The Powerful Weapon: Yes, you can use a little bit of information from your homepage. The landing page should contain content regarding products or services, offers, or discounts that the page’s owner wants to promote. Apart from organic traffic, it would be best to know the searching terms and engaging ads that bring your audience to your page. Allow your landing page to contain those particular word searches and ads. The visitor focuses only on his requirement. He does not care about your other legal formalities, personal problems, additional services, etc. Avoid distracting them by irrelevant content. An ideal page is a page that possesses all and only relevant information what the visitor is searching for and should get the feeling like “Yes! this is what I was finding to fulfils my need.”
  • Call-To-Action (CTA): The central and powerful difference is of being Action-oriented of a landing page. In simpler words, it can be said that a landing page should have some Call-To-Action (CTA) that only pushes your visitor to get converted. Your CTA should be straightforward and evident in a short line. CTA could be anything such as “Getting started today,” “Ring us now,” “Get free Evaluation,” etc. It could be through form filling, submission, calling on a number, or just asking to buy a product. It has been observed that CTA with offers.

For example: If you are writing “Ring us today,” make a change and see the difference. Write “Ring us today for 20% off” and observe that the visitor feels as they are getting more in return what they are paying to act them at the same time itself. On the other hand, the homepage does not possess any CTA as it is recommended. Landing pages are responsible for making conversions.

Conclusion:

A company’s website aims to give sufficiently detailed information to provide resources to its potential customers. 

A landing page is just a simpler concise form of a homepage with a conversion-oriented CTA.

After reading the difference between the landing page and homepage, you find yourself interested in trying high-conversion creating landing pages for your company.

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posted October 9, 2020

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