What’s The Difference Between a Landing Page and a Standard Web Page?
If you run a business with a website, you are undoubtedly familiar with the basic pages of your site, which typically include a homepage, about page, contact page, and maybe a blog page. But many people are confused by the term “landing page,” with some believing that the “landing” refers to arrival on a homepage and thus incorrectly assume a landing page is the same as a home page.
Well, that’s not correct because while standard web pages are usually multi-functional and multi-purposeful, a landing page is a marketing tool designed to encourage a specific response from those “landing” on it. The response, commonly referred to as a call to action (CTA), can include:
- Purchase an item
- Take advantage of special offers
- Provide contact information
- Contact the company (Now!)
- Subscribe to a service, publication, or notifications
- Becoming a follower on social media
- Donate to a cause
- Request more information
- Fill out a survey
Two Primary Landing Page Categories
For the purposes of eCommerce, landing pages typically fall under two categories: Clickthrough landing pages are designed to get the visitor to make a purchase with the name denoting the clickthrough toward the checkout process. Lead generation landing pages are designed to enhance the connection between business and customer by collecting lead data. And yes, a standard web page can include CTAs, too; however, such CTAs are typically not the primary focus of the page. With a landing page, getting a successful response to the CTA is the only focus.
How Landing Pages Achieve Focus
Because landing pages are single-goal focused, they are designed with few distractions. That’s not to say that they can’t be as visually appealing or textually engaging as standard web pages, but that all elements are designed with the goal in mind. For starters, the only links you are likely to find on a landing page involve the CTA. You may or may not be able to navigate to the homepage, but connections to other web pages will likely be absent. Any visuals and text, no matter how appealing and engaging, will be tailored specifically with the targeted audience in mind and focused on driving the visitor’s attention to the CTA.
Getting Visitors to Come in for a Landing
A landing page can be stand-alone or be included among your standard website pages. While website visitors might stumble upon the latter while navigating through your website, it’s highly unlikely that a stand-alone landing page will be visited without outreach. In both cases most companies actively encourage landing page landings through a variety of methods, including:
- Ad links on social media
- Ad links on Google and Google Ads
- Email marketing links
- Enticing links on your other web pages
- Organic traffic strategizing
Enhance your eCommerce with Landing Pages by Place1SEO
The online marketing experts at Place1SEO have extensive experience developing results-oriented eCommerce landing pages for its foodservice industry clients. From website development to full-service social media marketing and targeted campaigns, Place1SEO can boost your foodservice industry eCommerce business. Contact us today at 239.228.8837.