If getting leads from your site is important to you, it is recommended to use different types of pages. Every page on your site should have a very specific business orientation, goals, and role in the prospect’s customer journey. That is why understanding the difference between a website homepage and landing page is important these days. A landing page has different goals and conversion rate expectations than a website’s homepage. In this article, we will focus on all these aspects.
But before we get started, let’s make things clear. Generally, there are three stages that the customers go through while becoming aware of, evaluating, and purchasing a new service or product: Awareness, Consideration or Decision-Making. The thing is that each your page should be effective at answering the questions your customers have at each stage.
What’s a Landing Page?
Landing pages are aimed to accomplish a specific goal, which is to get the visitors to perform a certain action. Typically, they are for prospects in the Decision-Making stage. A landing page usually has minor and major goals. Let’s start with the minor – it is related to search. You should always have your landing pages highly optimized since they are useful for on-site SEO and inbound marketing. Do not underestimate the effort to build a highly ranking landing page since you are sending visitors to it from their searches. If search engines rank your page high, it will get more visitors. Besides, a landing page design plays a crucial role as you have only a few seconds to catch the visitors attention.
The major goal is simple – a landing page should turn your visitors into leads. That is why any landing page is created with conversion in mind. They tell your visitors a succinct and short story, show them a picture of what they are going to purchase so it is easy for them to know exactly what they’re getting. As a result, the people have been to your website, they have seen your story and found the information they need. So it is time to convert them into leads. Landing pages are highly effective at taking people through this final step. Use them to convince people to trust you.
In addition, you can make your landing pages linked to your email campaign, social media, or PPC. They usually have no navigation as we do not want the visitors going anywhere else.
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What’s a Website’s Home Page?
A homepage is the entrance to your site. Unlike a landing page, homepage is visited by people who have a direct link to your site. It has navigation to other parts of your website such as resources, services, products, blog, etc., and offers multiple actions that visitors can take like signing up for a newsletter, registering for events, or purchasing products. Traditionally, website’s homepages are for prospects in the Awareness and Consideration stages. They are critical to your inbound marketing effort as their goal is to emotionally connect with your visitors and disrupt their status quo.
Consider your website’s homepage as your front door. A new visitor looks around to get to know who you are and what you do.The same applies to your website’s homepage. It should explain what’s your point. The people need to see that you can help them. They should see how you are different from all your competitors. They need to see that you have solutions to their problems. Therefore, your website’s homepage needs to be not about you, but about your prospects.
Why to Use Landing Pages?
- They can be used as the destination for your ads, new product campaign, or new marketing campaign
- They can inform your target audience about a discount, webinar, one-time event, etc
- They can be used for distribution of your content
- They can gather contact information and leads
- They are effective in attracting sudden interest (especially from individuals who are busy or not familiar with your business)
Why to Use Website Homepage?
- It can be used as the destination for traditional/online ads
- It can inform visitors about different ways how to connect you
- It can help establish SEO for the website
- It is the center of your brand’s marketing efforts
- It thoroughly informs visitors about your products/services
- It can gain leads
- It provide up-to-date and comprehensive information about your company
- It establishes trust between the visitors and the brand
- It attracts long-term interest
Landing pages are equivalent to single-page flyers your company might send out informing about a coupon, upcoming event, or asking the visitors to perform a specific action. Website homepages are equivalent to your corporate brochure or business overview. Thus, a homepage is the best option for you if your goal is to spread out your business’s messaging to different traditional/online channels and establish your brand online. However, if you want to get lots of leads within a short time by creating hyper-focused online advertisement, then you’ll want to make sure you have a high-quality landing page. It will help your site to get found.
Have any questions when to use a homepage/landing page? Need to create one? Contact us to get more information!