While most people don’t realize it, homepages and landing pages are two distinct things. The former is the front door to your website, and is the primary entrance to all the content and goodies that are stored inside. It’s certainly an important page, as it acts much like the exterior of a house in terms of “curb appeal,” but isn’t always that effective in converting prospective customers into new clients. Why? It’s because the homepage typically provides an overview of your products, services, and/or general business model, and has links leading to multiple different areas. In other words, the homepage is the grand central station of most websites, which makes it easier for visitors to get lost, and leave before they find what they want, even if you have it.
So what’s the solution? Landing pages! In contrast to homepages, landing pages are much more specific and are geared toward accomplishing a specific task. Consequently, the information on them tends to be more concise and aimed at the needs of the prospective customer viewing the page. Otherwise put, landing pages allow you to deploy and implement targeted marketing, which is accomplished through the use of social media, pay per click, and e-mail campaigns and ads with several “hot spots” directly linking to the designated landing page.
As we mentioned previously, the primary purpose of landing pages is to accomplish a specific goal, such as signing up for a mailing list, purchasing a product, or registering for an event. To do this effectively, landing pages are designed to be extremely simplistic, yet extraordinarily appealing; most visitors have a very short attention span (3-4 seconds), and if you don’t catch their eye before then, they typically go to another website. Moreover, one of the best things about landing pages is that you can use multiple versions of them, and direct visitors to the one that is most likely to convert them into customers based on various factors, such as where they originated from on the web.
Understanding the differences between homepages and landing pages is truly important, as each has a distinct purpose. Using each of them effectively will not only help you increase traffic to your site, but will help you increase your business’ overall conversion factor as well. For help on creating engaging and successful landing pages, give Networked Designs a call at (502) 500-0660 or e-mail us at email@example.com