Boost Conversions by Knowing the Key Differences between a Home Page and a Landing Page
Analyzing page views for any website with healthy flows of traffic will reveal that some visitors will arrive to your page beginning at your home page while others will find you through a landing page. There are some differences to both that are worth noting for web designers, digital marketers, and small business owners. By knowing how to maximize the potential of these differences, you help to boost conversions, get a higher return, and produce a better result.
Every digital marketing campaign should come with a landing page. This page’s only goal is to convert a user from ‘visitor’ to ‘customer’. A landing page does this by incorporating actionable buttons and keeping the focus on conversion. A landing page lives and dies by its conversion rate. Images, text, and structure is all based around this. Think a captivating headline, a high resolution image, a list of advantages or benefits to your offer, and a highlighted call to action. This is the basic anatomy of a landing page. When done correctly, you should see that needle move.
Keep in mind that the ‘conversion’ of a landing page can vary. It can be anything from buying a product or opting in to a service to signing up for an email newsletter, entering a contest or sweepstakes, downloading an e-book, or something else. Thus, the design of a landing page should not vary. It’s the behaviour a landing page initiates that can be different.
Compare everything we know about a landing page to a home page. A home page is more expansive than a landing page. A home page is where we start to learn more about a company and who they are, what they’re doing, the types of products and services they’re selling, how they’re different from their competitors, and how a consumer can buy in. A home page is not guaranteeing immediate action but is more of an opportunity to generate leads. That said, this page may also incorporate CTAs similar to a landing page.
As simple and direct as a landing page is, consider your home page to be the start point of your website. As a starting point, it’s the home page’s responsibility to direct a visitor’s interest into relevant pockets of your website. Therefore, let’s say you have five or six different categories of content. A home page may offer a small preview to each category of pages with a direct link. That way, you have the opportunity to get visitors clicking through pages. Ideally, as they continue to do that, their interest will increase and you’ll generate a stronger lead from that.
Websites deserve excellence across both their home page and landing page. The key differences between them are ultimately what makes each so successful. Web designers, digital marketers, and small business owners recognize the importance of both, in certain situations.
Remember, a landing page is there for an instant conversion. A home page is going to go more in-depth, generate deeper interest, and provide a glimpse into what your brand represents. Action-oriented pages like these integrated into a marketing strategy can net great success.
Seeing web design and web marketing success is just a click and phone call away. Maximize your landing page and home page with Unlimited Exposure, one of Toronto’s fastest growing digital marketing companies. Speak with a representative today and see real results!
