WHY A LANDING PAGE?

What’s the Difference Between a Landing Page and a website?

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It all comes down to what they’re designed for. The key difference between a homepage and a landing page is one word, focus. This concept of focus is the proven lift in conversions— sales, signups, leads, or whatever action you want visitors to take—that results.

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Focus is why landing pages are so effective for marketing. As opposed to homepages and websites, which are designed for exploration, landing pages are customized to a specific campaign or offer and guide visitors towards a single call to action. In short, landing pages are designed for conversion.

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That’s because a landing page’s focus applies to several elements of a visitor’s experience:

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• One goal, or call to action

• Minimal distractions on the page

• Messaging and design matched precisely to a campaign or ad

• Audience targeting

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What a Homepage is for?

Homepages are great for what they do, which is provide general information and encourage visitors to explore.

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Being tasked with that high-level introduction means a homepage must speak to the broadest audience—including those who may have never even heard of the company, let alone know what it does, and why it’s valuable. All of this makes for relatively generic messaging, multiple page goals, and a whole lotta links, buttons, and navigation for visitors to take various actions.

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While that’s perfectly aligned with a homepage’s goal of exploration (go homepage!), ummm not so much for effective marketing.

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Why Landing Pages Convert More Traffic?
We’ve talked about focus being the key factor in the difference between a homepage and a landing page. But let’s go over why that focus is so important for turning traffic into sales, leads, and customers.

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On average, a great headline or cool page design isn’t what makes a visitor click that “Buy Now” button. It’s the overall experience from that very first ad, email, or social media click. The more customized and, yep—focused—that experience, the more compelling it is.

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Contact us for consultation and a quote on LANDING PAGES.