Have you ever thought about whether you need a landing page or a website? Or both? Are there particular prerequisites for one or the other? These two online resources have different uses for different needs, and there are common misconceptions regarding the requirements for each. In this article we’ll provide answers to these questions and outline which option may best suit your business.
A website is a fully functioning portal, formed from a set of interconnected web pages, that details and clearly explains the objectives of your business or organization. To do this, your website should contain all the relevant information regarding your business such as: contact information, working hours, address and the available products or services on offer. A website can be found through SERPs or by entering the known URL into a search bar.
In a marketing and advertising sense, a Landing Page exists with a single purpose – to gather information from visitors and convert leads. A landing page can’t be found the same way as a website (through search engine results). Typically, a visitor will find a landing page by invitation through a form of subscription (social media, email etc.) or by paid advertising. The call to action format of a landing page means it has limited information and little to no navigation.
How to create one?
The cost of creating a website is much higher than a landing page. This is because several separate functioning components are required. First of all, you need to purchase a domain name and pay an active server to host the website.
There is also the cost of the various specialists you might need. This includes a developer to build the website and organise the links between each page, as well as a designer to make sure the style is appropriate for your business whilst taking into account mobile friendliness and positive user experience. Remember: you get what you pay for. Website prices will vary depending on how well made you want it; so a professional website will be much more expensive.
A Landing page is a stand-alone page with no sub web pages attached. You don’t need to purchase a domain, as the goal of a landing page isn’t to be found using normal search engine techniques; however, you can easily connect the landing page to your domain if you already have one active.
Like we’ve previously mentioned, a landing page isn’t to be found through search engine queries in the same way you’d find a website. The lack of SEO optimization required negates the need for a developer or designer – saving you a lot of money. Instead, a landing page directs users with a CTA button after lead generation. You can easily build one using a template from website builder service providers such as Start Bootstrap.
How is traffic generated?
Websites generate traffic through search engine optimization (SEO). This describes the process a website owner will take to improve their website’s ranking in Google’s search engine results page (SERPs). A higher page ranking will drive more traffic to your website – as case studies have shown results on the first page of Google receive almost 95% of clicks. Organic SEO is worth more to a company’s website than pay-per-click advertisement – as it will directly contribute to page ranking and be free of charge.
Landing pages generate traffic through paid advertising formats such as PPC or by using lead magnets. Landing page traffic can also be linked to direct communication from a business in the form of social media marketing, mobile text offers or email marketing. This is due to the specificity of the information they contain – usually in the form of a special offer for a product or service.
Think about your needs
If you want you want your business to succeed, start by developing an online platform – this is a requirement in the digital age. Next, consider your goals. Are you creating an online store, or want to convert your leads for a product on offer? It may be easy to conflate these tools, but a landing page is its own entity with its own function – remember this when deciding which one to use.