We often get the question “why use a landing page if I already have a website that I have invested time and money on?” The short answer: the website and the landing page are two complementary tools. Strictly speaking, the landing page is a single page that aims to lead the visitor to perform a specific action, while a website is a collection of pages on which the visitor can browse and learn more. about your business, products and services.
Site creation or landing page marketing: different definitions
To illustrate how both tools work, a landing page is like your visitor entering a room where there is one entrance and only one path leading to the exit. Conversely, a website is a room with multiple entrances, multiple paths, and multiple different exits.
How does the landing page work?
You guessed it, the chances of conversions are much higher when using a landing page since there are no distractions that can interrupt the visitor's path. Truth be told, a landing page has a conversion rate of up to 20%-30%, while the average website conversion rate is around 3%. This means that you get 5-10 X more results for the same traffic, it's huge. It can make the difference between a profitable campaign or not.
Let's see, concretely, what differentiates a landing page from a website:
| Website | Landing page | |
|---|---|---|
| Format | multiple pages | Single page |
| Objective | Navigation and information | Conversion (lead, registration, sale, etc.) |
| Hearing | Very large | Precise |
| Traffic source | Varied | Specific |
| Contents | Varied | Subject specific |
| Conversion rate | 3% | 20%-40% |
How to optimize a landing page?
You are a computer consulting company, you decide to advertise on Facebook to promote your new free webinar. If you're sending your traffic to your website's homepage, chances are your audience will get distracted by 1001 things and not register for the webinar. However, if you send your traffic to a dedicated Webinar landing page where you give event information, a description of the guests, and a form and call-to-action to participate, you are greatly increasing your chances of registration. In fact, by using a landing page dedicated to the Webinar, you meet the expectations of users who clicked on your advertisement. Furthermore,
Why Create a Landing Page?
Landing pages are to be prioritized when you make publications on social networks, online advertising (PPC) or following an email marketing that offers an offer.
How to make an efficient, simple and distraction-free landing page?
Generally, the content of a landing page is simplified and allows no distractions. That said, titles, texts, images, videos, buttons (CTA), form, testimonials, etc. are directly related to the offer proposed on the landing page.
As for a website, there is usually a lot of information, product descriptions, the ability to navigate between different pages, blog articles, several offers, etc. In short, several elements that can constitute a distraction for the visitor.
When should you direct your traffic to an optimized landing page rather than your wordpress site?
As mentioned earlier, a landing page and a website are complementary. So in some cases it will be better to direct your traffic to a landing page while in other situations it will be better to direct to your website. Typically, we use landing pages in marketing campaigns . For example to redirect individuals who have clicked on a Facebook ad, a Google ad, in an email, etc. In fact, this one allows you to continue the experience of the marketing campaign.
Like content, landing page design is geared towards the one and only goal of converting the visitor, while for a standard webpage, design can go in different directions and serve multiple purposes. In addition, unlike a website, the design of a landing page can deviate a little from the graphic charter of a company in the case of an event linked to seasonality or a partnership with another company by example.
For an optimal landing page design, we will prioritize call-to-action (CTA) buttons, images that highlight the offer, as well as colors that will catch the eye. In short, everything to get the visitor to perform the desired action.
A design to maximize results
Like content, landing page design is geared towards the one and only goal of converting the visitor, while for a standard webpage, design can go in different directions and serve multiple purposes. In addition, unlike a website, the design of a landing page can deviate a little from the graphic charter of a company in the case of an event linked to seasonality or a partnership with another company by example.
For an optimal landing page design, we will prioritize call-to-action (CTA) buttons, images that highlight the offer, as well as colors that will catch the eye. In short, everything to get the visitor to perform the desired action.
Define a known and specific traffic source
Landing pages are commonly used in marketing campaigns. Thus, you are able, indirectly, to control the audience that will visit your landing page. Indeed, when creating advertising campaigns, it is possible to choose your audience. It is therefore the same audience that will see your ad that will visit your landing page. By knowing and choosing this audience, you are able to personalize the content of your landing page according to it.
A website, on the other hand, must be able to meet the needs of a very large target group. Indeed, the sources of traffic for a website are generally very varied (search engines, external links, social networks, etc.). Thus, visitors are at different stages of their buying journey. The content is therefore not as customizable as with a landing page, which results in more generic, varied content that leads visitors to perform different actions.
For several reasons demonstrated above, landing pages offer a higher conversion rate than a website. So, for X advertising budget, you will have more conversions (subscriptions, sales, sign-ups, downloads, etc.) when you use a landing page rather than a website for your online marketing campaigns. This then allows you a better return on investment and faster growth.
Same ad budget, more conversions
For several reasons demonstrated above, landing pages offer a higher conversion rate than a website. So, for X advertising budget, you will have more conversions (subscriptions, sales, sign-ups, downloads, etc.) when you use a landing page rather than a website for your online marketing campaigns. This then allows you a better return on investment and faster growth.
Landing page templates
Finally, with the right tools, creating a landing page is much faster and requires no programming knowledge, compared to a website. For example, with the landing page editor offered in the Leadfox software, it is possible to create a professional landing page in less than 5 minutes (yes, yes, we calculated!).
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