The term “landing page” appears frequently when folks talk about online advertising and sales. But how does it differ from your website’s home page?
A home page is the front page of your website. It’s what visitors see when they type in your URL. It introduces visitors to your business, and provides a clear selection of navigation tools – such as the tab bar across the top – so that a visitor can find specific information they want about your products or services.
Your website’s home page should be find-able by search engines. Each of the other pages of your website should also have a link to the home page. Your home page should be on your business cards, flyers, brochures, reports, and other marketing materials. It’s best if it’s short and memorable, so people can easily remember it.
A landing page, on the other hand, is a page that you direct people to “land” on via a special advertising or marketing campaign. It can be specific to one event or topic that isn’t even mentioned on your website. Its primary purpose is to “capture leads” that have the potential to become customers, or to directly convert the landing page visitor to a customer.
Landing pages may, perhaps, not ever be accessed by anyone outside of a select number of people who receive the link to it. They can be long-term or temporary. Landing pages may be set up for A/B testing of the effectiveness of different messages in a single advertising campaign, so a business may put together a separate landing page for each of their messages, to see which message works best for their targeted customer demographic.
Your website home page can be a landing page, if the goal of your advertisement is to simply get people to visit your website. However, a good landing page should be simple and direct. It should have a single, clear purpose. Many businesses use a landing page for a call-to-action – be it downloading a free template or cheat-sheet, signing up for a newsletter, buying a product, or signing up for a service.
There are many online services to help small businesses create landing pages. Some are Leadpages, Unbounce, Instapage, and HubSpot.
Do you use landing pages? What’s your experience with them?
Bernadette Geyer provides editorial and translation services for small businesses, entrepreneurs, and writers. She also offers tiered service packages for small business owners who want to know how to better use their online resources so that they can rule their digital domain and attract more customers. Geyer likes being a small fish in a big pond, and enjoys helping others move to bigger ponds themselves. Subscribe to her monthly news from the big pond if you’re interested in professional growth.
Geyer’s No Time Guide series of online guides for small businesses offers simple, jargon-free guides to small business owners and nonprofits who want to grow, but don’t have a lot of time.