You made your website to pull in customers and leads online—so do you really need more pages? It’s tempting to put up your website and consider the online lead box checked. However, this isn’t the case.
When it comes to a landing page vs website, your website is your entire online first impression, while your landing page is only one part of that impression; your handshake, greeting, or smile. You need both to make your online first impression really shine.
Landing Page vs Website: The Basics
Website: Your website is a set of interconnected pages with details about your business. Generally, business websites explain what the business is, does, and products and services available. It may also house specialized pages such your business blog, log in page, or a forum.
Landing Page: A landing page is designed to describe an offer—maybe a coupon, ebook, or a free trial—and encourage visitors to claim it. Though it’s connected to the website, it spotlights essential elements focused on conversion and doesn’t usually have navigation buttons or other links.
Landing Page vs Website: When To Use Your Website
Tell Your Story: With an About Us page, Mission, Values, Locations, Contact Us and other pages, you can explain, in your own words, what your business is and what it’s about, and answer all your customers’ most common questions.
Explain Your Products/Services: Users searching general terms like “landscaping,” “dentist,” or “blue dresses” probably need more information before buying. They might not be sure exactly what they need, or what’s available. With your website, you can show what you offer in detail, and encourage customers to dig deeper.
Provide a Function: If you offer a way to make online orders, schedule an appointment, or download research, you’ll need more than one page. This online service section is connected to the public part of your website, however it would require login information to access.
Relate to Customers: Your website allows you to showcase your company culture, mission, values, and style. Your brand’s voice as well as your website design should work together to achieve an appearance that ideal customers connect to.
Landing Page vs Website: When To Use a Landing Page
PPC Advertising: Google judges pay-per-click (PPC) ads’ quality partly by their relevance to the linked page, and a specific landing page built around the ad will be more relevant than a general Products or Services page. This means it appears higher in search results and gives visitors what they’re looking for.
Grab Attention: With no navigation buttons, links, blogs, or other distractions, a landing page keeps and directs a visitor’s attention better than the entire website. When a user reaches a landing page, they can only complete the offer or go back to the search results.
Test: Since a landing page is only one page with one focus, it’s much easier to test than parts of your website. Some businesses test two or three different landing page versions, others test 40 or 50. With the right tools, you can test your page continuously, making it as user-friendly and compelling as possible.
Attract Different Customers: You don’t have just one greeting for everyone you meet, and you shouldn’t have just one page for all your customers. While your website stays generally the same, you can create custom landing pages to appeal to certain market segments.
If you’re wondering about a landing page vs a website, consider using them both together. Each should be used for different things, and neither should be replaced by the other. If you haven’t used landing pages before, or if you haven’t built a website yet, now is the perfect time to start.