The success of a marketing campaign is often dependent on the medium of choice. So between a website and a landing page, which is the most suitable option for your business?
While they appear to be identical, a website and a landing page are designed to accomplish distinct functions. This article outlines the key differences between these two digital tools as well as the core function of each.
When Should You Use a Website?
One of the first things to consider when selecting a marketing medium is the type of information you’d like to share. This is actually what sets a website and landing page apart.
A website is used to showcase information about a company, particularly its products and services. It provides a wide range of helpful information, such as contact details, professional portfolio, clientele list, and blog posts. Every piece of information is consolidated in a single location, which allows for easy access and exploration. Unlike a landing page, a website allows users to gain more knowledge about a company through a single platform.
A website supports and streamlines a wide spectrum of marketing tactics. Created to fulfill a variety of business objectives, it’s not as concentrated as a landing page. A website is not tied down to a single call-to-action. For example, a website not only educates consumers about a brand, it also performs complex functions like eCommerce transactions. If your business seeks to fulfill numerous business targets, then building a website is a worthwhile investment.
Aside from that, a website cuts across different demographics and accommodates a wider scope of audiences, which can result in better search engine optimization (SEO) performance.
When Should You Use a Landing Page?
A landing page is a single web page intended to carry out a specific purpose. Unlike a website, it’s typically created to support a single marketing campaign.
Oftentimes, a landing page serves a short-term marketing objective. In fact, 48% of marketers create a new landing page every time they launch a new marketing campaign. Landing pages are often used to collect user information, manage event sign-ups, provide downloadable resources, offer product discounts, or showcase purchasable goods to target consumers.
A landing page is built to fulfill a single conversion goal—whether that’s to capture new leads or generate actual sales. Since it’s only focused on one target, a landing page reduces unqualified traffic and improves conversion. With no additional components that might negatively impact the performance of your digital campaign, users get to perform exactly what you ask from them in a landing page.
This marketing medium also gives businesses more control when it comes to their digital campaigns. For instance, companies can craft multiple versions of a landing page to determine which performs best. Compared to a website, a landing page can be customized from the ground up. It can be personalized based on the geographical location, age bracket, or other demographic characteristics of your target audience. In fact, personalized landing pages generate a higher rate of conversion than non-personalized ones.
It should be noted that increased visibility to search engines is not only granted to websites. When a landing page contains relevant pay-per-click (PPC) ads, it tends to perform better in search results. PPC campaigns usually contain new product announcements, special discounts, and upcoming events relevant to the marketing campaign; they can generate greater traffic and boost conversion rates by 50%. Integrating PPC ads that drive users to your landing page will result in higher search rankings as well.
Moreover, while companies only need one website, they can build as many landing pages as required. Companies that build numerous landing pages generate 12𝖷 more leads than those who have less than five. Indeed, multiplying targeted campaigns is an effective way to reach your desired conversion target.
Ultimately, when choosing between a website and a landing page, you must take into consideration your business goals. When the medium is aligned with the objective, then your digital campaigns will hit the mark.