Landing Pages vs Website: When To Use Them

by Oluwatosin Alabi

Do you need a landing page or a website for your business? How do you know which to go for? 

Your website is your entire online first impression, while your landing page is only one part of that impression. In some situations, a website may be more effective than a landing page and vice-versa. 

In this blog post, we’ll go through the use cases of websites and landing pages together, so we can help you understand, identify and make the right choice at any given time.

When To Use Websites;

  • Tell Your Story

Unlike landing pages, websites allow for multiple pages, and with standalone pages like the About, Mission, Services, and Contact Us, you can explain, in your own words, what your business is all about. These pages give you the flexibility to consider all of the common questions a customer might have about your business and provides a wide enough space to answer them. Your website lets you organize information in a way that makes sense.

  • Explain Your Products or Services

Users searching general terms like “website design,” “top-rated web agency” or “where can I find good web designers” on search engines like google, probably need more information before buying. They might not be sure of what they need or what’s available, but with your website, you can show what you offer in detail and encourage customers to dig deeper.

Keep in mind that one of the purposes of a website is to inform. It’s best to make your website helpful and informational. 

  • Relate to Customers

Your website allows you to showcase your company’s culture, mission, values, and style. Your brand’s identity and your website design should complement each other to achieve an appearance that ideal customers can connect to. With a website, you can communicate different messages, like your mission or values, on dedicated pages while maintaining a consistent style throughout the site.

  • Improve SEO

Search engine optimization — helping users find your business with the right search queries—is an essential part of most business websites. Tagging multiple keywords to a single page has proven ineffective over the years, which is why it is ideal to have multiple pages to target the most valuable keywords in your industry. 

With several pages like the about us, services, etc, each page would have a dedicated keyword, so users can find it more easily in a search. This is one of the major benefits of using websites to improve SEO.

When To Use Landing Pages;

  • Pay-Per-click (PPC) Advertising

Google judges the quality of PPC ads partly by their relevance to the linked page, and the dedicated landing page built around the ad will be more relevant in this case than a general products or services page. 

It means these landing pages appear higher in search results because they give visitors exactly what they’re looking for. 

You might use PPC advertising and a dedicated landing page for any of the following offers:

  • New Product: Target relevant keywords in your PPC ad and construct a landing page featuring your new product. It allows you to jumpstart sales by highlighting this product exclusively.
  • Discount: Customers looking for a particular price will likely respond to keywords related to cost and a landing page with a discount.
  • Event: While it’s also wise to feature an event on your website for your existing customers or fans, a landing page will reach users who are looking exclusively for the event and might not be searching for your business.
  • New location: This should also be attached to your site, but adding a landing page with a PPC campaign will give the new location more visibility right from the start.
  • Lead Magnets

Your lead magnet can be any type of helpful content gated by a form. A user fills out the form on the landing page, providing at least their name and email so they become a lead. This is why a landing page might also be called an opt-in page or lead capture page.

Design your landing page for the lead magnet, with all the focus on the content, form, and keywords. Send the landing page link to your existing leads as a lead nurturing strategy, or use it with social media, targeted organic keywords, or PPC advertising to generate new leads.

With a landing page, you don’t have to update your entire site with each new content offer. Here are some content offers or lead magnets you might use:

  • Webinar: Answer customers’ questions with a panel of experts or your staff in a live or pre-recorded video.
  • Ebook: Share your industry expertise in an informative electronic book.
  • Free trial: With a free sample or limited service offering, you can attract interested, high-quality leads.
  • Guide: Take new leads through a complicated process, step-by-step.
  • Checklist: Provide all of the steps or items needed to complete a task.
  • Grab Attention

With no navigation buttons, links, blogs, or other distractions, a landing page keeps and directs a visitor’s attention better than an entire website. When a user reaches a landing page, they can only complete the offer or go back to the search results.

  • Attract Different Customers

You don’t have just one greeting for everyone you meet, and you should not have one page for all your customers. While your website stays the same, you can create custom landing pages to appeal to certain market segments. Keep in mind that the content, offer, page style, and advertising you choose will determine how impactful the page is on the new market.

So there you have it. Now you know everything you need to know about a landing page versus a website.

You can now create your landing page or website with us — and it’s super easy! So, sign up today.

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