When you work hard to maximize your digital business exposure, does the investment pay off as you want? All modern marketing plans include an online presence, but when comparing landing pages vs. websites, many people are unsure which one their business needs. Understanding how each one functions is key to utilizing them for the most impact.
What is a Landing Page?
A landing page is designed specifically for marketing purposes as a call to action. This stand-alone page functions as a follow-up to what you have promised your customer. In return for providing an email, phone number, or another piece of contact information, your landing page offers a special promotion or deal in exchange.
The purpose of a landing page is to convert a website visitor to a paying customer. The best landing pages convince visitors that it is worth providing their contact information in exchange for an e-book, free deal, or contest entry.
Four Keys to an Effective Landing Page
There are many different landing pages, but the goal is to direct your visitor to a page free of any distractions. Focus on what you want action you want the customer to take. Often, the goal is to enter contact information. The most successful landing pages include four characteristics:
- Structure: Place the best features of your business and essential information at the top of the page to quickly communicate what is important to your visitor. Page visitors might not make it to the middle or bottom of the page, so placing the best of what you offer at the top ensures your visitors read it.
- Headline: The headline needs to target your business’s focus and engage the reader right away.
- Correct colors: Specific colors evoke different feelings. For instance, blue is soothing while red is bold. Choose colors that lead to what you want your customer to feel when they reach the landing page.
- Credibility: Using customer reviews and testimonials, the most credible landing pages let visitors decide whether they think that a business is believable.
Different types of landing pages accomplish different objectives for your digital business:
- Explanation pages act like a commercial to communicate large amounts of information about your company or products.
- Click-through pages offer a discount or promotion.
- Product-oriented pages provide in-depth details about one product.
- Lead-generating pages aim to capture customer information to convert to a sale.
What is a Website?
A website is a collection of web pages focused on various aspects of your business, where you communicate to your visitors what you and your business are selling. A website homepage can be anything you want it to be but generally contains links to other pages on your website with more detailed information.
One of the most essential functions of a website is to increase a company’s conversion rate. “Conversion rate” refers to how many sales you make compared to how many visitors you have on your site. For instance, if you make three sales for every 100 visitors, your conversion rate is 3/100.
Understanding Your Website’s Conversion Rate
The most effective websites achieve a higher conversion goal. Converting more visitors to paying customers means more revenue. Some techniques to reach a higher conversion goal include:
- Adding a pop-up
- Listing positive reviews and testimonials
- Giving a money-back guarantee
- Reducing distractions and wordiness
- Utilizing prominent, clear call-to-action (CTA) buttons.
Web page design is a critical piece of digital success. Capturing the interest of your website visitors with engaging visuals and a clean, well-designed layout leads to higher conversion rates. Many users react to your web page design and decide right away if they want to continue clicking based on the site’s appearance alone.
Statistics show that it only takes visitors a few seconds to decide if they like your page and view it as credible. You need a stellar website design to stand out in the digital world.
Landing Page vs. Web Page: Which do you need?
The answer to this question lies in what you want your website visitors to do. When they reach your website, there is lots of information to sift through, and they might not have the patience to click through to find where to buy.
The website’s purpose varies depending on the type of business your website advertises. Some websites aim to educate, while others aim to sell products. The website homepage should clearly communicate your business’s purpose and provide the visitor with links to pages within your site where they can learn more.
The landing page has one purpose: a call to action. The primary way this happens is through an exchange of contact information for a reward. When you are looking for ways to convert visits to sales, a focused, effective landing page is the way to go.
Pure Digital Marketing: Tampa’s #1 Web Design Company
If you don’t have time to pay specific attention to the analytics, purposes, and structure of digital marketing pages, partner with the Pure Digital Marketing team to take advantage of their expertise in digital marketing tools and competitive strategies to elevate your business.
By understanding your business, brand, goals, and competitors, they will create a customized marketing plan, optimize your website, and manage your online presence. Let them assess your needs and decide between a landing page vs. a website for your business.
Pure Digital Marketing is your go-to for successful web design services that drive leads and conversions when you need a Tampa website design company. Increase your customer base, bypass your competitors with targeted SEO campaigns, and boost traffic to your site with their well-executed services.
Call 813-419-7873 today for a strategy meeting that will transform your digital business.