Business owners who take digital marketing into their own hands can feel uneasy distinguishing between the different types of web pages, such as a home page and a landing page. It’s understandable to think the two are the same. A landing page differs from a homepage in numerous ways, and both have different objectives.
GROW Marketing Agency is here to set the record straight. This article will cover the unique differences between a landing page and a home page and ways to optimize your page.
The Difference Between a Home Page and a Landing Page
The easiest way to think of a home page is as a central port. Through the homepage, the visitor can access different pages on your site.
The homepage is an opportunity to discuss your organization and demonstrate brand awareness. It has multiple links/buttons to guide the user through your site, promoting browsing and exploration on the site.
Homepages cannot be landing pages, as landing pages have minimal content and are focused on conversion. With homepages, traffic can come from various sources, like SERPs, social media, backlinks, and blogs–just to name a few. The traffic to landing pages comes from specific places like a targeted ad or e-newsletter.
Another key difference when it comes to a landing page vs homepage is that homepages have a navigation menu while landing pages don’t.
What Is a Landing Page?
The easiest way to think of a landing page is a modern version of the printed direct marketing mailer. Like direct mail, landing pages focus on one topic, and their purpose is to convert visitors into leads. When visitors land on your landing page from external sources like an e-newsletter paid ad or social media post.
The goal of a landing page is to convert viewers into customers and generate leads. To generate leads and convert them to customers, the landing page needs to be focused, include a distinct call to action button, and provide the visitor with an offer.
Landing pages serve two functions:
One constructed for SEO purposes to get organic traffic. These landing pages can be found in the search results.
The second kind of landing page most often used is for marketing campaigns. People access these landing pages via paid ads, social media, or email marketing.
Ways to Optimize Your Landing Page
A successful landing page will convert visitors into leads while offering the visitor something in return.
Landing page optimization (LPO) refers to optimizing certain elements on your landing page to increase conversions. But, the success of a landing page doesn’t happen overnight. The beauty of them is that they evolve as you tweak and optimize more page elements.
You’re probably wondering what elements of the landing page to optimize. The best way to do that is by identifying specific problems contributing to low conversion rates, usually through analyzing the data.
Make Your Offer Clear
The goal of your landing page is to generate leads and boost conversion rates. To get the most out of your landing page, make sure your offer is clear and easy to understand. You want to empower the visitor to act.
Simplify the Content
Minimalism is an effective design strategy for your page. If the landing page is cluttered with content and loud graphics, it can overwhelm the visitor. You want the page elements to act as a funnel to get the user to click the CTA and act. If too many elements exist, the visitor may not know what to click.
Building Your Page With UX In Mind
Always keep the user in mind when designing any page on your website. If the user finds your forms hard to use or it’s not easily accessible on mobile devices, you could lose a sale. Keep your forms simple, and only ask the essential questions.
When It Comes Time to Build Your Landing Page, GROW Marketing Agency Is Here to Help
Many of the landing page best practices we’ve covered in this blog emphasize the importance of simplicity, straightforward design, and copy, as these are the base elements for a successful landing page. GROW Marketing Agency’s team of amazing graphic designers and account managers will work with you to create the landing page that works best for your unique business goals.
About the Author:
Katheryn Hunt is a sales-‘growing’ enthusiast. As the CEO of GROW Marketing Agency, she partners with small to medium businesses in the United States to develop and deploy sales and marketing strategies that generate revenue. Katheryn has a diverse business-building background; and has surrounded herself with an elite marketing team who specializes in “Growing” business start-ups, healthcare and long-term care companies, capital equipment manufacturers, retailers, and service-based industries; through value-based selling and compelling marketing stories.
GROW Marketing Agency is a St. Louis-based Sales and Marketing Agency specializing in Website, Digital Marketing, & Business growth solutions. We help companies increase their revenue by creating the pathways that lead customers to the heart of their business. Individually tailored and guaranteed to deliver results, our growth strategies save clients time and money while increasing their market share.
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