Do you need a landing page or a website? How do you know? When it comes to a landing page vs website, your website is your entire online first impression, while your landing page is only one part of that impression. You need both to make your online first impression really shine. In some situations, a website may be more effective than a landing page, and vice-versa. In this blog post, we’ll go through some of the most common situations to decide between a landing page vs website.
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Landing Page vs Website: The Basics
|Number of Pages||Five pages or more||A single landing page.|
|Information||All information customers need to know||Information about a specific item or offer|
|Functionality||May contain multiple modules and functions||Usually only has text, images, and a form|
|Navigation||All pages are accessible||Limited navigation|
|Purpose||To explain or present the organization||To sell or capture leads|
What is a Website?
A website is a set of pages related to all the information related to your business or company. In general, websites explain what it is, what it does, and what products and services are available. You can also have specialized pages like your blog, login page, forum, or a particular role. The main purpose of a website is to describe and explain your organization or business, or to give users access to a service.
A Web page:
- Describe your business, products and / or services.
- Use multiple pages connected through navigation menus.
- You can provide a feature or service, such as online ordering, customer service, or access to research.
What is a Landing Page?
A landing page is designed to describe an offer —maybe a coupon, product, or a free trial— The main purpose of a landing page is to drive sales or capture leads.
A landing page:
- Describes an individual offer, product, or service.
- Usually does not have a navigation menu.
- Uses a form where visitors can claim the offer and become a lead.
What is a Microsite?
If you still can’t decide between a Landing Page or a Website, a Microsite can be a happy medium. It shares similarities with both a landing page and a website. A microsite explains a business, product, or service on a single page, but the page is much longer than a landing page. Through the links the visitor will go to different sections of the page, such as About us, Our mission, Contact us or other sections. A microsite is ideal for applications, products or services about to launch, freelancers, books or large-scale promotional campaigns.
- It is usually a long page that scrolls
- Use internal links to help visitors navigate between sections of the page.
- It is ideal for generating buzz or describing a product or service in detail.
When To Use a Website
When we have a website with different areas such as: About us, Mission, Values, Locations, Contact us and other pages. We can express more specifically what your business is and what it is about. Consider all the common questions a customer might have about your business. This is the place to answer them.
Your website allows you to organize information in a way that makes sense. On a single landing page, all of your information would be stacked and users would probably not scroll to the information at the bottom. The key is to organize your web content in a customer-centric way. Remember, what makes sense to you may not make sense to your target market. Some user tests can help you decide which pages should go and where.
When you have products and services
Users searching for general terms like “plumbing,” “dentist,” or “green shirt” will likely need more information before purchasing. They may not be sure what they need or what is available. With your website, you can show what you offer in detail and encourage customers to dig deeper.
The purpose of a website is to inform, not necessarily sell; that’s the job of the landing page. Your website better be useful and informative. Here are some projects where you would need a website and what this part of your website would look like.
- E-commerce: Like the aisles of a store, the different pages of your online store organize your products by brand or type. You can also describe each product category and answer questions or highlight key features.
- Service delivery: With dedicated service pages, users can find what they are looking for more easily. This also makes your message clearer and ensures that each service receives the attention it deserves.
- Different locations: When each location has a page on your website, visitors can get more information about the nearby location without doing a separate search. You will need to use location-specific keywords on the appropriate pages to improve your ranking on Google. We will discuss this in more detail later in the post.
Provide a function
If you offer a way to order online, schedule an appointment, or download an investigation, you will need more than one page. This online service section is connected to the public part of your website, however, it would be “closed”, meaning it requires login information to access. Potential customers, clients, or staff can access this functionality.
Examples for this type of web pages we have:
- Store: If you sell products, you will need multiple pages to securely collect customer information and guide them through the purchase process.
- Scheduling – You can use a calendar, appointment log, or form to complete this, but they will all require multiple pages.
- Research – While some research articles may be accessible through the landing pages (more on this later), a research library provided for select users will require a separate private area of your website.
- Forums: For users to leave comments or start discussions on a topic or post, you will need a website.
Interact with customers
Your website allows you to display your company’s culture, mission, values, and style. Your brand voice and your website design should work together to achieve a look that ideal customers will connect with.
- Mission: The objective of your company. Example: solve a problem, help people live better, or provide a great experience.
- Values: the ideals or ethics that drive your company. Example: honesty, perseverance, dedication, hard work, or integrity.
- Culture: what it is like to work in your company. Example: casual or professional, fast-paced or laid-back, familiar or hierarchical.
- Style: The atmosphere or attitude of your company. Example: funky and funny, scholarly and informative, prestigious and serious.
Search engine optimization, which helps users find your business with the right search queries, is an essential part of most business websites. It’s not efficient to target multiple keywords on one page, so having multiple pages is ideal for targeting the most valuable keywords in your industry. Each page should have a dedicated keyword, so that users can find it more easily in a search. This is a major benefit of a website when it comes to deciding between a website or a landing page.
- Location Keywords: For physical locations, use location-specific keywords to improve local SEO.
- Product or service keywords: Research to find out which queries potential customers use to find products or services like yours, and build pages around them.
- Question and Answer Keywords – Your website is a great place to educate customers about your product or service, and answering common questions is a great way to go. These long-tail keywords generally use “who, what, when, where, why, or how,” and are a great place to start for new websites that have trouble competing with broader keywords.
When To Use a Landing Page
Google judges the quality of pay-per-click (PPC) ads in part by their relevance to the linked page, and a specific landing page built around the ad will be more relevant than a general Products or Services page. This means it appears higher in search results and gives visitors what they are looking for. You can use PPC advertising and a dedicated landing page for any of the following offers:
- New Product: Placement of relevant keywords in your PPC ad. To create a landing page with your new product and thus be able to drive sales by highlighting this product exclusively.
- Discount: Customers searching for a particular price will likely respond to cost-related keywords and a landing page at a discount.
- Event: For presenting an event on your website to your existing customers or fans, a landing page will reach users who are exclusively searching for the event and may not be searching for your business.
- New location: if your business moves to a physical or geographic location, it would be good to highlight it on an individual page within your website, to achieve greater visibility from the beginning.
Without navigation buttons, links, blogs, or other distractions, a landing page holds and directs the visitor’s attention better than the entire website. When a user reaches a landing page, they can only complete the offer or return to the search results.
Attract different customers
You don’t have a single greeting for everyone you meet and you shouldn’t have a single page for all your customers. While your website generally stays the same, you can create custom landing pages to appeal to certain market segments. Keep in mind that the content, offering, page style, and advertising you choose will determine the impact of the page in the new market.
Landing pages dedicated to a specific location will make it easy for customers in that area to find you.
Some customers look for quality regardless of expenses, while others buy only on price. The right landing page can help you target any of the groups and steer them towards the right products, services, or content.