LANDING PAGES VS WEBSITES
What’s the difference and when do you need both?
A few years ago, I was promoting a client’s event. We had solid messaging, great visuals, a multi-channel ad campaign ready to go, and a snazzy website to send people to.
But when we looked at the sales and analytics from the first week, it was clear people were landing on the site and then getting lost. They weren’t signing up for the event. They were poking around the website, clicking away… and subsequently forgetting why they came in the first place.
So we made a change. We created a simple, focused landing page — one page, one message, one button. The ticket sales tripled in the first two days.
And just like that, I came to understand the power of the landing page.
Websites and landing pages are both important for your business. But they’re not the same, and knowing when to use each one can make or break your results.
What’s a Website?
A website is the central hub where people can explore everything about your business from who you are to what you offer, and how to get in touch. It’s where you build trust, showcase your expertise, and tell your story in a more comprehensive way.
A typical website includes:
An attention-grabbing homepage
An “about” page
Pages describing services or products
A “contact” page with your information and/or an inquiry form
A blog [optional, but often helpful]
Think of your website like you would a physical storefront. It’s designed for browsing, learning, and connecting.
What’s a Landing Page?
A landing page, on the other hand, is a single page with one very specific job: to get someone to take action.
That action could be:
Signing up for your email list
Registering for a webinar
Downloading a free resource
Booking a call
Making a purchase
Unlike a full website, a landing page is laser-focused. It doesn’t have a bunch of links or distractions. Its entire goal is to convert.
A landing page can live right on your main website [as part of its structure], or it can be a standalone page with its own unique URL. A standalone page is what we used for my client’s event. Which route you choose depends on your goals, your tech setup, and whether you want that page to be discoverable through your site’s navigation.
Landing pages are more like a pop-up shop with one purpose. Visitors land on it from an ad, email, or social post, and they’re encouraged to take action right away.
Pro-tip — If you’re short on time and money, Canva has some good landing page templates that you can publish directly from Canva with a customized URL. If you’re in a pinch, this could do the trick!
So which one do you need? The answer depends on your goals.
To establish credibility and build a long-term presence online, the best tool for you is a multi-page website.
If you’re running a targeted ad campaign or promoting one specific offer, opt for a sleek landing page!
When you need a home base where people can learn everything about you and what you do, a robust website is best.
To grow your email list or generate quick leads, you’ll want a streamlined landing page.
And sometimes you need both! Landing pages and websites can work together. In fact, they often do.
Let’s say you’re a service provider with a full website that showcases your work. You decide to run a Facebook ad for a free download [like a guide or checklist]. Instead of sending people to your homepage where they might get distracted, you can send them to a focused landing page built just for that download.
Once someone signs up, you can guide them back to your website to learn more about your services, read your blog, or book a call. When used together, your website and landing pages can support your goals and make your marketing even more effective.
Ready to build your first landing page [or upgrade your website]?
Let’s make it happen. Whether you’re starting from scratch or looking to get more results from your online presence, RB Collaborative can help you create pages that convert.
Contact us or browse our recent projects to see what’s possible.
—RK
