Your landing page and website help you achieve different goals. If you’re running a paid search campaign, it’s important to understand which of these options will more effectively drive conversions.
The value of driving users to a particular page is that you can target each stage of the buying cycle – awareness, consideration and decision-making. Simply sending all users to the same page will hinder your ability to produce a positive ROI for your campaign.
What’s the difference between a website and a landing page?
A standard web page will have links to other pages, such as service pages, contact pages or blogs. The user is able to navigate to other areas of the website after clicking on a paid search campaign. These pages are often optimized for keywords and search terms in order to rank organically. A web page might be a home page, sales page or content page, and the user has the option to take a variety of actions.
Landing pages have a single intent and drive the user to take a specific action. Unlike a web page, the user is not able to navigate to other pages. This action might include:
- Completing a download
- Signing up for a newsletter
- Completing a purchase
Landing pages can be used to capture information about leads, or to encourage the user to click-through to another page.
Which is better for you?
This will depend on your digital marketing strategy and the goals of your campaigns. If you are directing users from a paid search or social media campaign, for example, a targeted landing page with a specific purpose will eliminate distraction and make conversion easier. Landing pages are often the most effective strategy to achieving success with your digital marketing campaigns.
Creating an effective landing page
In order to drive conversions with your landing page, there are a few tips to keep in mind.
- Design: Your landing page design should be mobile responsive, clean and simple with plenty of whitespace to limit distractions.
- Copy: Keep your copy short and sweet – and clear.
- Call-to-action (CTA): Create an eye-catching, strategically placed CTA that offers clear value to the user.
A/B test: Test various aspects of your landing page to improve results.
All of the above tips will help you create highly effective landing pages that generate conversions and improve your bottom line. Additionally, tracking and measuring the design, copy and CTA of your landing page will help you to continuously improve your overall digital marketing strategy.