Why should I create a landing page instead of a homepage? What’s the difference?

The launching of any online sales campaign comes with a new host of marketing decisions. Regardless of the quality of your new product or the usefulness of your most recent service, if you are unable to attract customers, your campaign has failed. If you are running an entirely online business, you already know how much formatting and marketing decisions affect the bottom line. One of the most important decisions you will have to make is whether to create a landing page or use your company’s homepage for your new sales campaign. Although this decision is personal and can depend on the type of campaign you are running, you may find that one option carries more benefits than the other.

What is the difference?

A landing page is a website apart from your company’s homepage which focuses on a single product or campaign. It won’t let the visitor click through all the company history and mission segments available on your homepage, but instead focuses on selling one particular product. A landing page is often the destination for a click on an advertisement. If someone clicks an advertisement about a pool cleaning service, a landing page will allow you to deliver information addressing this particular deal, rather than filtering your visitor to your homepage with your entire inventory of products and services. This addresses the visitor’s interests and delivers needed information in a more concise format.

Focus on the Campaign

Using a landing page has a significant advantage when working to promote a particular campaign. If your visitor arrived on your page from an advertisement, most likely this visitor is only interested in the one product promoted in that ad. If the click links to your homepage, it’s doubtful your visitor will navigate your site to find more information on the specific product. If the click links to a landing page, however, you have an opportunity to promote that product in full capacity. The entire landing page is dedicated toward this product or special deal and allows you to increase your visitor’s interest, rather than losing it as he or she tries to navigate your page. A landing page avoids the dilution of your message and simplifies the buying process. The majority of people clicking on your ad are only curious, rather than ready to buy. The page this click links to determines what action your visitor will take. Where a homepage may overwhelm your visitor and lose his or her interest, a landing page will be specifically designed to address this prospect’s interests and questions.

Customized Ads

If you are running a pay-per-click (PPC) campaign or any search engine optimization (SEO) campaign, you have probably included a large number of keywords on your homepage to increase your visibility. While this is advisable to improve SEO status and attract visitors to your company’s homepage, it may cause a problem in a sales campaign. Your homepage is littered with keywords to increase traffic, but this often dilutes the power of your message and makes it difficult to rank the efficiency of each keyword as part of your marketing strategy. Landing pages offer a unique opportunity to customize the presentation of your promotional material to your client. While your homepage looks the same to every visitor, you can create multiple landing pages for the same campaign, each page accessed by using a different keyword in an organic search or clicking on a different advertisement style. The language used in an organic search can say a great deal about the person searching, and you can develop a landing page more likely to be attractive to this demographic. Likewise, a certain advertisement in a PPC campaign may attract a young crowd, while another style brings in a more mature audience. Each advertisement can link to a specific landing page developed to address the demographic.

Allow Testing

Creating a landing page is often a very easy project as the page is, by definition, simple and direct. The landing page concentrates on one specific product and usually consists of one page, opposed to the complexity of your homepage. Even small businesses have the capacity to develop a landing page in a short amount of time. The simplicity of creating a landing page offers the opportunity to create multiple versions and launch them at the same time without creating confusion. You can then conduct a simple A/B split test to assess the efficiency of your pages. This will help you choose a permanent landing page or edit the less efficient page according to your test’s suggestions.

If you are using multiple landing pages customized to certain keywords or advertisement styles, this testing process will also help you evaluate the efficiency of both your keywords and ads. Running this type of test on your homepage would be virtually impossible, as homepages are extremely complicated to create and launching two versions may cause confusion and discourage visitors.

Ultimately Higher Conversion Rates

In the end, the purpose of your campaign is to convert visitors to paying customers. Studies have shown landing pages to increase the visitor-to-lead conversion rate by nearly 36%, and with all leads representing potential sales, this is of great importance. It may be tempting to introduce any interested visitors to your entire homepage and bombard them with your inventory of products or services, but it has been shown that this tactic will quickly distract and discourage your potential clients. Landing pages offer a specific call to action and make the buying or inquiry process hassle free. Clients appreciate an easy, direct approach and are more likely to engage in your campaign if they are unburdened by even the simplest of complications.

Creating your product or service took time and effort, you want to make sure your marketing strategy attracts the attention your campaign deserves. Creating a landing page can help bring attention to your campaign, highlight your product, and lead to significantly higher conversion rates.