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Marketing has a lot of industry-specific terms and acronyms. If you\u2019re new to the marketing scene, it can look intimidating. But we\u2019re here to tell you that you don\u2019t have to be afraid. Marketing terms are usually very straightforward when you find out their background.<\/p>\n
In this article, we\u2019ll be covering what a \u201clanding page\u201d is. While it sounds similar to a website, they are not quite the same. After reading this article, you\u2019ll be able to confidently distinguish between the two (and be able to build your own awesome landing pages).\u00a0<\/p>\n
You\u2019re likely already familiar with websites, but we\u2019ll be going over them briefly just so you can see exactly how they differ from landing pages.\u00a0<\/p>\n
Websites are a collection of webpages and functionality, meant to give information, sell products, and more. Normally, websites consist of many web pages under a single domain name. For example, pair.com<\/a> is a website with a variety of product pages, informational pages, and miscellaneous other pages. All are under the umbrella of pair.com.\u00a0<\/p>\n So how does a landing page compare to a website?<\/p>\n Well, a landing page is a single page that is designed for one very specific purpose. Purposes can range from marketing a product to collecting information. However, it\u2019s worth repeating that good landing pages only have one goal. Everything on the page is focused on that one goal.\u00a0<\/p>\n Still not sure what this looks like out in the wild? We\u2019ve put together some examples to help you:<\/p>\n Answer: You should build a website<\/a>. Your business will likely need more than one page and may draw your focus to several different areas of the site.<\/p>\n Answer: You should use a landing page since its one purpose is to market your product.<\/p>\n Answer: This would still be considered a website. A single page dedicated to your business will likely still have multiple focuses, such as your company, products, and contact details<\/a>. Just because it is one page doesn\u2019t mean it\u2019s a landing page. Instead, small one-page websites like this are called \u201cmicrosites.\u201d<\/p>\n Now that you know the difference between a landing page vs. a website, are you curious about creating a landing page? We\u2019ll walk you through some best practices so that you can create your own awesome landing pages.\u00a0<\/p>\n One of the main differences between a website and a landing page is their focus. A website focuses on multiple things, while a landing page focuses on just one. So it\u2019s important to select your goal beforehand.\u00a0<\/p>\n If you don\u2019t have a clear goal, the landing page won\u2019t be as effective. You want the goal of your page to be very apparent. When someone lands on the page, they should immediately know what the page is telling them.<\/strong><\/p>\n If you\u2019re fuzzy on the details, how are those who land on the page supposed to figure it out? So be sure to come up with a specific goal before starting the creation process.<\/p>\n Considering your audience is an important step if you want your landing page to convince people to take the next step, whether that\u2019s buying a product<\/a> or gathering their information.\u00a0<\/p>\n A strong landing page is intended to entice its audience. Creating one that can do that requires considering the following about your audience:\u00a0<\/p>\n Cater your page directly to the people you want to click through it. For example, if you\u2019re selling fashionable clothes to teens, your landing page should align with the latest design trends. Whereas if you\u2019re selling air-conditioners to middle-aged homeowners, you may care less about the design and more about displaying testimonials about how dependable your product is.<\/p>\n Think about your audience before starting the design process. Catering to your audience can only strengthen your landing page.<\/p>\n After you\u2019ve identified a goal and audience, you can begin actually building your landing page. There are a ton of landing page builders out there to help you with the process. Plus, CMS<\/a> like WordPress <\/a>offer great tools to help you easily build landing pages.\u00a0<\/p>\n Implement these best practices to boost your landing page\u2019s success rate:\u00a0<\/p>\n While it\u2019s tempting to include as much information as possible about why someone should buy your product or fill out your form, that\u2019s not always the best idea. Including too much information can make the landing page look cluttered and obscure the landing page\u2019s true focus.\u00a0<\/p>\n Make sure your landing page is clearly focused on your goal. You<\/strong> can add in supplemental things like testimonials and product facts, <\/strong>but<\/strong> don\u2019t go overboard.<\/strong> The readers should always be aware of what they\u2019re really there for by keeping everything clean, clear, and easy to read.<\/p>\n If you do this, you make the reader\u2019s life easier. This, in turn, can make them more amenable to the idea of buying your product or sharing information.\u00a0<\/p>\n Be very careful with the outbound links on your landing page. Ideally, you want all roads to lead to a single location<\/strong>, whether that\u2019s a sign-up page or a checkout process. Outbound links risk taking prospective customers away from the landing page and distracting them from completing the desired action.\u00a0<\/p>\n Limiting the outbound links also helps make the process very clear to the readers. If there\u2019s only one link, there\u2019s never any doubt about what the next step is.\u00a0<\/p>\n Your landing page is supposed to entice people. It\u2019s a one-page snapshot of what they gain by becoming your customer<\/strong>, follower, etc. As such, you want to put your best foot forward. Use high-quality images and content so that they can see that working with you is worth their time, money, and effort.\u00a0<\/p>\n The easier you make the process, the more likely people will follow through. Whatever you want from your audience, whether it\u2019s a product purchase or info collection, make it easy for them. By streamlining the process, you decrease the amount of time <\/strong>the user has to change their mind.<\/strong> <\/strong>And naturally, if they don\u2019t change their mind, you get more people completing the process.\u00a0<\/p>\n Many people scan web pages instead of reading them all of the way through, as indicated in this study by Jakob Nielsen and John Morkes.<\/a> The same can be said for landing pages. Your best bet for making a successful landing page is to make your text as scannable as possible. This means writing in easily digestible chunks and using graphics that reflect the text.\u00a0<\/strong><\/p>\n We gave you all sorts of tips in this article about creating landing pages. However, you may be wondering if we have any tips for creating websites. As a matter of fact, we happen to be experts on the subjects. Check out some of these articles if you\u2019re looking for some guidance on creating your own website:\u00a0<\/p>\nWhat Is a Landing Page?<\/strong><\/h2>\n
Landing Page vs Website Examples<\/strong><\/h2>\n
Example 1: I have a business and want to create an online presence.<\/strong><\/h3>\n
Example 2: I\u2019m running an ad on social media and want everyone who clicks on it to see a page dedicated to my product.\u00a0<\/strong><\/h3>\n
Example 3: I want to create an online presence for my business, but I only want it to be one page.<\/strong><\/h3>\n
How to Create a Landing Page: 4 Steps<\/strong><\/h2>\n
Step 1: Have a Specific Goal<\/strong><\/h3>\n
Step 2: Identify and Build for Your Audience<\/strong><\/h3>\n
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Step 3: Build Your Landing Page<\/strong><\/h3>\n
Step 4: Implement Landing Page Best Practices<\/strong><\/h3>\n
Tip 1: Reject Clutter<\/strong><\/h4>\n
Tip 2: Watch Your Outbound Links<\/strong><\/h4>\n
Tip 3: Use High-Quality Content<\/strong><\/h4>\n
Tip 4: Make It Easy<\/strong><\/h4>\n
Tip 5: Make It Scannable<\/strong><\/h4>\n
Landing Pages and Websites<\/strong><\/h3>\n