When people hear the term ‘landing page,’ many assume it’s simply the first page someone lands on when visiting a website. While this interpretation is pretty logical, it’s not entirely correct. I've had several people come to me for website copywriting recently and they've used the words 'landing page,' but in reality, they wanted a standard website page. So what's the difference? A landing page is a specific type of webpage designed with one goal in mind: to convert visitors and encourage them to take a very specific action.
What's a landing page?
A landing page is laser-focused. It’s created for one purpose: to convert the visitor by encouraging them to take a specific action. This might include signing up for a newsletter, downloading a guide or purchasing a product.
Here’s what sets a landing page apart:
No distractions: Unlike standard pages, landing pages have no navigation menus, sidebars or links to other content. This ensures the reader’s attention stays on the primary goal
Clear call-to-action (CTA): Every element of a landing page supports the CTA, whether that’s a “Buy Now” button, a form to fill out or a link to book a consultation
Tailored messaging: Landing pages are often highly specific, addressing the needs or pain points of a particular audience segment
Focused design: The design is streamlined and minimal, guiding the visitor toward the desired action without distractions
Why the confusion?
The misconception that a landing page is simply where someone ‘lands’ likely comes from the term itself. While technically, any page a visitor arrives at can be a ‘landing’ point, a true landing page is strategically designed with conversion in mind.
When to use a landing page
Use a landing page when you have a specific campaign or goal, such as running ads, promoting a limited-time offer or gathering leads. The focused nature of a landing page increases the likelihood of conversions.
The power of a landing page
Landing pages are an essential tool in any marketing strategy. By eliminating distractions and honing in on a single action, they’re proven to boost conversions. Whether you’re growing your email list, launching a new product or driving registrations for an event, a well-crafted landing page can make all the difference.
If you'd like to know more about landing pages or how much they cost, click on the links below:
Understanding the difference between a landing page and a standard web page is crucial for maximising your online presence. While standard pages build your brand’s foundation, landing pages are the sharp, focused tools that drive action and deliver measurable results.
If you're ready to create a landing page that converts, get in touch, let's make it happen!
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