Creating a Landing Page Vs. Web Page for Your Marketing Campaign

What is a landing page? How different is it from a web page?

In this article, we will discuss the difference between a landing page and a web page, elements of landing pages, and best practices.

Web pages are portions of a much bigger website. They have common design and navigation elements which enables visitors to see other web pages and read more content such as About Us, Services, Blogs, and Contact Us.

Landing pages are specifically designed for marketing campaigns to generate sales and leads. Unlike web pages, they don’t have multiple navigation elements. One of the reasons for creating a landing page is that there are no other options for a visitor on the page than to perform one action such as signing up for a newsletter, placing an order, or scheduling a consultation.

For B2B, the main purpose of a landing page is for lead nurturing by offering incentives (e-books, seminars, webinars, exclusive deals, special product offerings).

You can use any web page to deliver your incentives. However, with the multiple navigation elements and CTA’s, it can be easy for prospects to get distracted. With landing pages, you want your visitors to be totally focused on a specific goal such as entering contact details and submitting them.

So when you plan your next marketing or advertising campaign, design landing pages to effectively drive your business objectives.

There are plenty of free and paid landing page templates online or you can build a custom page to suit your needs.

The basic elements of creating a landing page include:

• Headlines – An eye-catching headline that describes what you are offering.
• Call-to-Actions – subscribe, book a consultation now, buy now.
• Email Sign Up Forms – email address, first and last names, phone numbers.
• Image or Video – product shots or videos.
• Social Proof – testimonials, ratings, reviews.
• Special Offer (to drive urgency) – limited quantity (first 100 customers), limited time (3-day sale).

Apply the following landing page best practices to collect more leads and sales:

1. Be clear with your offer – begin with your customer’s specific goal in mind and use that as your headline.
2. Simplify your landing page design – Remove distracting or unnecessary visuals so your customer can focus on your call to action.
3. Try contrasting colors – this makes the headline and call-to-action button pop.
4. Place important information above-the-fold – this makes it easier for your customer to see your headline and your offer.
5. Make your call-to-action buttons direct and to the point – make your offer clear and obvious.
6. Conduct A/B testing – try different headlines and copy to test the most effective combination.
7. Add testimonials – social proof to confirm the legitimacy of your product or offer.
8. Apply SEO – perform keyword research to find the best keywords for your landing page and incorporate them in your headline and body copy.