In this article, we will analyze landing pages vs. websites and discuss four reasons why landing pages outperform websites.
Business owners regard their websites and homepages as the first impression of their business. They invest a lot of time and resources in making every page perfect in terms of design and SEO. Despite that, websites don’t perform as well compared to standalone web pages known as landing pages.
Landing Pages vs. Websites
What Is A Website?
A website is a collection of web pages that represent the company online. It is a generic overview of the company’s vision, products, or services, as well as its team. The purpose of a website is to connect with as wide an audience as possible.
A website consists of several long pages with more than one call-to-action. However, since website pages, specifically homepages, are broadly messaged, they convert fewer people.
What Is A Landing Page?
A landing page is a standalone page that is linked to an SEO-optimized search result, web ad, social post, or an email link. These pages are purposefully built to convert visitors into customers or leads. However, landing pages are not different from websites, rather specialized extensions of the website.
Landing Page Example:
As you can see, the page has a targeted call to action for each type of user and requires no navigation. The screen and relevant content changes when you select a different visitor. This kind of targeted approach for visitors is the hallmark of landing pages.
4 Reasons Why Landing Pages Outperform Websites
In most cases, landing pages outperform websites in terms of generating leads and converting leads into customers. One company discovered their ad-targeted landing pages conversion rate was 115% more than generic web pages.
Likewise, some businesses have enjoyed a 55% increase in leads after increasing landing pages from 10 to 15 for their website. Here are 4 reasons why landing pages outmatch generic website pages.
Matching Messaging to Ads
The main purpose of websites is to introduce visitors to your business. They must be extensive, informative, and designed for a varied target audience. This is why even if you link those general web pages to your website, they will fail to deliver a clear message and be relevant to the advertisement.
On the other hand, landing pages are single, non-navigational pages. They focus on messaging about a specific product or service. Visitors don’t have to scroll through tons of information to learn about the product or service they see in ads.
Utilizing “Above the Fold”
In web marketing, “above the fold” stands for the part of the page visible without scrolling. Similar to the upper half of the front page of a newspaper (where this term originally came from), content in this section attracts the visitor’s attention instantly.
Landing pages often place a targeted call to action (CTA) above the fold. Keeping unique sales proposition, headlines, and CTA, highly visible, prompts visitors to follow your cue. As a result, landing pages end up making greater conversions.
In contrast, general web pages are extensive and designed for a varied audience. This is why utilizing “above the fold” for a targeted CTA is not the best strategy for them.
Search engine optimization helps redirect visitors to a specific product or service based on what they entered in their search queries. Targeted SEO is an excellent way to redirect more traffic to a web page.
That said, targeting multiple keywords on a single page proves to be ineffective, unless those keywords are related to a single product or service. Since generic web pages usually contain more than one product and service, optimizing them for targeted SEO does not lead to greater results. Comparatively, landing pages have a more specialized nature and can utilize targeted SEO much more effectively.
Minimal Space for Visual Cues and Effects
Showing products or services in action helps visitors imagine themselves as customers and see if your company meets their expectations. For that, you must include photographs, demo videos, visuals, or step-by-step animations. However, website pages are already long and adding in several visual cues and graphical elements for various products can make the web page messy.
In contrast, it is easier to add relevant visual elements in landing pages. When visitors can contextualize a product or service, they can feel connected to the product and are more likely to buy it.
To summarize, website pages are meant to be descriptive and informational for potential customers to learn more about the company. Landing pages, on the other hand, are optimized for targeted marketing and have all the right tools to achieve better conversions.
HubSpot reports that companies that have more than 30 landing pages generate 7 times more leads compared to businesses with 1 to 5 landing pages. If you want greater lead conversion and performance out of your website, creating more landing pages can be your path to success.