Imagine your house as a website, and the landing page is the front door. That’s usually the difference between the two. most of the time, it’s enough for a visitor to look at the landing page, and then receive directions on where to go next. Sometimes, the door may be too far for people to enter. They see a sign posted on the front that tells them they’re in the right place.
- A primary difference is that landing pages are always changing, or at least they should be, while your website will be a much larger thing, which means changes happen with less speed. You could quickly and easily change a landing page to reflect an entirely different message based on a seasonal promotion, while your website has only banners about the promotion, but no changes to graphical layout.
- Another difference is that landing pages are what visitors see first, whereas not every part of your website is immediately viewed once a user clicks on a search engine result. That means that you can have different landing pages for different sections of your site, but the landing page is what’s up front for users to consider when they’re interested in learning more about products and services.
Landing pages can be used as the “entire website,” in the case of a “Review” landing page that offers affiliate links to other sites where a visitor can make a purchase, but they’re usually there to grab and engage visitors so that they can see the rest of the content that your site has to offer.
A well designed landing page boosts the conversion rates of your products or services, but it can’t do the entire job by itself, by and large. Its primary purpose is to give visitors a reason to go with your site over the others on a search engine result page.