Website vs Landing Page | An introductory guide to the differences & intent of each
Ever wondered about the key differences between a website and a landing page and their individual impact on your online marketing strategy? Discover how each serves a unique purpose and explore best practices for creating a high-converting landing page that drives results.
Just when you thought you'd mastered your website (well done!), you're told your online marketing presence might also benefit from a landing page (or two). Cue plenty of questions and a bit of panic! Once you understand the key differences between a website and a landing page (which are covered below), you can decide if and when you need one, and how to make it work for you.
Knowing and understanding the distinctions between a website and a landing page is essential for building an effective online strategy. Both serve distinct purposes and require tailored approaches to succeed.
Here’s a simple ‘big picture’ guide to get you started:
Website | A digital hub
Definition: A website is a comprehensive digital platform that acts as your brand’s central hub. It provides a range of information, showcases products or services, and facilitates customer interactions.
❝A website is a multi-page digital platform that provides users with a wide array of information about a business, organisation or individual. ❞
Think of it as your online home, where you share everything about who you are and what you offer.
Key Features:
Navigation: A menu that lets users explore different sections.
Content Variety: About Us page, blogs, galleries, product pages, and more.
SEO: Optimised for search engines to attract organic traffic.
Purpose:
The main goal of a website is to inform, engage and offer value. Whether it’s an online store, personal portfolio, or corporate site, it provides everything visitors need to understand your brand and make decisions.
Information dissemination: Websites educate visitors about your brand, offerings and values, as well as showcasing your products or services.
Conversion hub: Websites often serve as the final destination in a customer journey, where conversions (like purchases or sign-ups) occur.
Types of websites:
E-commerce websites: Focused on selling products or services online.
Informational websites: Designed to provide valuable content or data (e.g. news sites, blogs).
Portfolio websites: Showcases creative work for freelancers or professionals.
Service-based websites: Highlights services offered by companies like consulting, legal, or health services.
Best Practices:
Intuitive navigation: Make it easy for users to find what they need.
Responsive design: Ensure it works seamlessly on mobile devices.
SEO & content strategy: Regularly update and optimise content to rank higher on search engines.
Landing page | A targeted conversion tool
Definition: A landing page is a standalone page designed with a single goal, like capturing leads or promoting a product. Unlike a website, which has multiple goals, a landing page focuses on one clear call to action (CTA).
❝Landing pages that fail to convey the benefits of an offer clearly are wasting valuable traffic and potential leads.❞ -Oli Gardner, Co-founder of Unbounce
The key takeaway here is the necessity to effectively communicate the value proposition on landing pages, ensuring visitors understand what they gain from taking a specific action.
Key Features:
Singular focus: Every element drives visitors toward one action, such as signing up for a webinar or making a purchase.
Minimalist design: Simple layout with minimal distractions.
Conversion–optimised: Elements like forms, buttons, and persuasive copy are designed to boost conversions.
Purpose:
A landing page's primary goal is conversion. It’s built to direct the visitor toward completing a specific action, such as making a purchase or downloading an ebook.
Types of Landing Pages:
Lead generation landing pages: Collect visitor information through forms (e.g., name and email) in exchange for a freebie or valuable resource.
Click-through landing pages: Provide just enough information to convince visitors to click through to another page, such as a product checkout or sign-up page.
Product promotion landing pages: Showcasing a specific offer or limited-time deal.
Event registration landing pages: Getting people to sign up for webinars or events.
Sales pages: Directing traffic to buy a specific product or service.
Best practices:
Simplified design: Keep it clean and focused to avoid distractions.
Compelling headline: Grab attention with a clear, benefit-driven headline.
Strong CTA: One prominent call to action that’s prominent, actionable and easy to understand. (Multiple CTAs can confuse your visitors and lead to decision fatigue).
Congruence: Everything on the page must be aligned with your one campaign goal.
Social proof: Testimonials, reviews, or case studies can boost credibility and trust. (Showing that others have benefited from your offer can make users more likely to convert).
A/B Testing: Continuously test elements - headlines, CTAs or layouts - to optimise performance.
Mobile optimisation: The majority of users will access your landing page from their mobile devices, so make sure it’s responsive and user-friendly across all screen sizes.
Key differences between a website and a landing page
❝Your landing page is where you narrow the focus; your website is where you broaden the scope.❞ –Ann Handley, MarketingProfs
Structure and design: A website is multi-page and serves many functions, while a landing page is a single page focused on a specific campaign.
Functionality: Websites are for long-term use and offer multiple services, while landing pages are short-term, designed to drive conversions for specific goals.
Audience focus: Websites cater to a broad audience, whereas landing pages target a specific group with a defined action.
Conversion goals: Websites have multiple goals, but landing pages are all about one thing: conversion.
When to Use a Website
Building an online presence: To establish a comprehensive digital footprint.
Providing detailed information: When you need to offer blogs, FAQs, and other resources.
Showcasing multiple services or products: Ideal for businesses with a broad range of offerings.
When to Use a Landing Page
Targeting a specific action: Perfect for driving sign-ups, downloads, or purchases.
Driving sales or leads for campaigns:If you're running a marketing campaign - whether it's a paid ad or an email blast - a dedicated landing page helps focus visitor attention and maximises your conversion rates.
Promoting time-sensitive offers: Effective for urgent, limited-time sales or events.
Time to decide
Both websites and landing pages have distinct roles in your online strategy. The one provides in-depth information about your brand and the other is laser focused on driving one specific action.
❝Landing pages are where the magic happens, but your website is where people go to see if they believe in that magic.❞ –Joanna Wiebe, Copyhackers
Use your website to showcase your brand comprehensively and provide multiple ways for users to engage.
Use a landing page when you want to drive a specific action, like converting visitors into leads or customers. Landing pages, with their singular focus, often convert at a higher rate than websites.
Now that you’re armed with this knowledge (and the initial panic has subsided), you’re ready to create a landing page that connects with your audience.
I'll leave you with a quote from Unbounce:
❝Landing pages are like billboards on a highway—they deliver one clear message. Your website, however, is the entire town where people explore.❞
PS: Need help creating a landing page? Check out these platforms:
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