What is a landing page on a website?

A landing page is a single web page in the sales funnel that all customers are directed to whenever they click from an advert, an email marketing sequence, social media, or any location online. Landing pages are where a person can make a purchase. They are not used to collect relevant information from visitors in exchange for a free item or product. Those are called opt-in pages or lead magnet pages. They are typically created to serve specific purposes with each advertising/promotional campaign and they are usually directed to a specific audience.

The homepage of your website will contain general information related to your business. However, if you have a short-term goal and specific needs, you can use a landing page. This is a valuable marketing channel online which can help you accelerate the journey of each buyer. Landing pages are usually designed for a particular audience in mind. This way, you have the rare opportunity to easily get paying customers from casual visitors.

Landing pages are used ideally for digital advert campaigns. They are also useful tools for connecting a QR code located on print promotional materials to a particular page. A landing page has the ultimate goal to convert visitors to buyers. Therefore, a landing page is a useful and effective tool for all forms of marketing and promotional campaigns.

A landing page as a standalone web page is where a visitor is taken to whenever they click a prompt from an advert, email, or any location online. Landing pages are extremely useful tools and should be used as a part of all content strategies. They help increase your conversion rates while also ensuring that more visitors visit your landing pages.

As soon as the user is directed to the landing page, they are prompted to perform a task. This could be to purchase a product or to opt-in to become part of a mailing list. Once the user takes the desired action, it means that your landing page has helped in converting them to buyers. A landing page can convert visitors easily to buyers because they usually have a single and clear call to action (CTA). A landing page needs to have a single CTA because this helps the user take a single action. Using several CTAs can get the user confused and make them not take any action.

Due to this important feature, a landing page must have a clear value proposition and visual hierarchy. All landing pages should be tested to ascertain the optimization that fetches the most conversion.

Difference between a sales page and a website

Sales pages are usually confused with landing pages and home pages (a website). A sales page is the same as a landing page, but not the same as a homepage (website).

Sales pages just like landing pages have been designed specifically to convert visitors to buyers. Landing pages are simply sales pages that have been shortened. While the lengthy sales pages usually have more details in comparison to a typical landing page.

Homepages (websites) are different in comparison to sales pages. The primary aim of a homepage isn’t limited to visitor conversions. Homepages are meant for a wider audience. They usually have lots of navigational tabs that lead to various areas on the website. They do not contain any sensationalized language, rather they are written in plain English. They are not designed to increase customer conversion just like a sales page.

Short sales page and long sales page

A sales page can either be a long or a short one. As a business, you can choose from both options. The short page can contain about a hundred words or less, while the longer version can contain up to a thousand words. Whether you choose the short or long sales page, you have to know the right option for your business. Both are useful and come with their merits and demerits. For example, long sales pages have the following advantages:

  • Helps you build a great relationship with the visitor and helps them to know that you know what their pain points are.
  • Allows you to demonstrate how beneficial your products/services are and be able to clear any doubts about your brand.
  • On the other hand, short sales pages have the following advantages:
  • They allow you to quickly explain the value of your service/product to the reader especially when they have a limited time.
  • Provide a concise and simple product overview that can be shared easily with colleagues/friends.

Difference between a sales page and a squeeze page

A squeeze page and a landing page seem to have similar purposes. However, both pages are markedly made up of different elements. A sales page is also easily confused with a squeeze page. While a sales page retains the same function as a landing page, a squeeze page is quite different. A sales page features elements such as testimonials, CTAs, and so on. The sales page usually contains information about the service or the product that is on offer. They are meant to guide the customer through the brief version of the sales funnel in other to build trust. A sales page is usually devoid of links that take the visitor away from them.

In comparison to the sales page, the squeeze page is usually designed to help collect important information such as an email from users. As soon as the contact is collected, they are instantly added to a mailing list where they are regularly sent important information related to the business, service, or product.

Similar to the sales page, the squeeze page is devoid of any links that may direct users to another page. A squeeze page usually comes with a short copy and most of the page details are located above the fields to be filled in.

A squeeze page usually offers a valuable item/product in exchange for the information of the user. A squeeze page also comes with its own CTA.

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