You may have heard the word “landing page” page before and thought about how it’s any different from a typical website. In marketing, when we talk about landing pages, we’re really talking about highly focused web pages, usually built for a very specific purpose.
Landing pages are entirely distinctive and have their own unique method of converting your visitors. Unlike a typical full website, a landing page is a single-purpose page, commonly separate from your website. It’s the first page that visitors should see after clicking on your banner ad, PPC ad, or a link in a promotional email.
However, understanding the benefits of having a landing page over a full website is something only a marketing professional would be able to help you with. So if you’re wondering why use a Landing Page instead of your website, read on.
Should You Use a Landing Page Instead of Homepage?
The absolute answer is YES because landing pages’ better help increase your conversion rates.
Visitors landing on your homepage most likely know you. More than likely they typed in your business name or your web address. They were probably heard your name or your website from someone. These visitors need to be nurtured, not sold. They need all the access and contents on your website so they can keep on getting to know you better.
So if you consider of driving traffic to your homepage instead to a landing page, you can understand that your homepage is designed with a more general purpose in mind. It shows more to your overall brand and corporate values and is usually loaded with links and navigation to other areas of your site.
Keep in mind that every link on your page that doesn’t represent your conversion goal is a distraction that will weaken your objectives and reduce your conversion rate.
On the other hand, web users who end up on your landing page don’t have any idea about you. They just saw something online that linked back to your page. These visitors need to be persuaded, educated and made to feel great that you and your business have the right solution they are looking for. So the page need to keep the interaction simple and direct.
The fundamental explanation behind this is that targeted promotion or product specific landing pages are centered around on a single objective that matches the expectation of the ad that your visitors clicked on to reach your site.
This also means that you should never drive traffic from your PPC, social media, or email campaign, or some other way of linking to it from an outside source onto your website’s homepage. Homepages are typically cluttered with information, there are numerous possible actions a visitor can take, and the most vital one, which is your main goal might be missed.
Visitors spend just seconds looking at a landing page before deciding its usefulness and relevance to their needs. If they can’t find what they’re looking for, they will abandon the page.
Simply, the goal of a landing page is to encourage conversion within your sales funnel.
Landing pages produce better campaign results because they narrow a visitor’s focus and get more people to follow through with your call to action.
A website is an overarching view of your company and products, with lots of possible links and/or navigation your visitors can take. Remember that if visitors don’t see the specific offer you promised in their ad, they’ll think they’ve reached the wrong place and they’ll hit the back button.
On the other hand, a landing page allows you to focus your visitor’s attention exclusively on converting them to the action you want them to take. Visitors will get specific details about the offer, either through your body copy or through a video you’ve placed that explains the offer.
A landing page allows you to fulfill the promise of your ad campaigns and your home page can’t do that.
Related to the first point above, a landing page allows you to remove the distractions that a home page has. You can remove sidebar elements, the navigation bar, teasers, or anything unnecessary to your conversion goals.
They help visitors find information about what matters most to them. Therefore, it makes more sense to give them information about what interests them as opposed to sending them to our homepage which would be very general.
Landing pages limit the number of options your visitors when viewing the page. You want them to fill out the inquiry form or click your Call-To-Action and make it very easy for them to do just that. Unlike your homepage, a landing page tells a short and succinct story to get the visitor to know exactly what they’re getting. It shows them a picture of what they’re going to get, and it makes getting their needs easy.
So if you had sent them to your homepage they would have many options and none of those options would include filling out our inquiry form or clicking your CTA. And you are losing your potential ROI when they never actually follow through with your desired action.
That’s why you need a landing page to remove the distractions instead of asking visitors to navigate your homepage to the actual content that matters, landing pages jump them right to the point.
A landing page is developed and designed with online search results in mind, as it’s meant to be the best response to someone’s search engine query.
Since your website’s home page contains too many competing keywords. Also there are certain long tail or keyword phrases that are simply too difficult to incorporate into your main website pages. This waters down the effect of each keyword, and makes your home page a terrible place to rank for the various keywords you’ve identified as part of your marketing strategy.
A landing page would be perfect for targeting these exceptionally particular keyword phrases, making it less demanding for you to rank in search engine results. These exceedingly specific keyword phrases are critical for your general marketing campaign as these can be targeted for potential customers already looking for profoundly particular brands, items and services – and has the best probability for conversion.
Bottom line: Use Landing Pages!
By using a landing pages as part of a content strategy, website owners can keep their home page clear and navigable for visitors who need to begin ‘at the front door,’ while giving a direct solution for visitors looking to get to what’s important to them.