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Why you need a Landing page and not just a Home page

Search engine optimization can be so tricky. If you’re trying to educate yourself, you will read lots of different things from different people. That’s why we share only SEO knowledge that we’ve gained through direct experience. Enhancing your website’s performance with a landing page falls into that category of search engine optimization. Instead of a generic homepage that acts as a generalized doorway into your site, a landing page uses targeted messaging to appeal to specific audiences and maximize your site’s performance.

A landing page is a section of your site dedicated to new visitors. For some, this is their standard home page, but a more advanced online marketer will use one or more landing pages in addition to their home page to present targeted messages.

What is the difference between a home page and a landing page? 

A home page is for visitors who are casually browsing and may be familiar with your website through a referral. They are looking to learn more about your site and your brand. These visitors are new leads, which can be nurtured, but they’re not quite ready to be sold yet.

A landing page, on the other hand, is for new visitors who are unfamiliar with your website, brand, or product. They’re coming from advertising sources like a pay-per-click ad campaign on Google or from a URL in a print ad in a newspaper or magazine. They don’t know you or trust you, so you have less than ten seconds to convince them that you’re trustworthy and that they should take the next action, whether that’s to sign up for a newsletter, to provide a contact information, or any other action that could be considered a successful “conversion.”

Of course, these are generalizations and do not apply to all visitors.

What do landing pages look like?

Landing pages need to be concise and focused. One way to keep the design direct is to remove distractions like your site’s navigation menu or banner ads. Limit the amount of information on the page to relevant items to the main action you’re trying to get the visitor to take.

There should be a prominent headline with a clear, distinct message that emphasizes the value of taking the next step. Then you should include your sales copy, a couple of relevant images or a video, and a few images to help build trust (certifications, awards, etc.). At the bottom of the page, a call-to-action button should be included, which encourages the visitor to take the next step. This is typically a large button, sometimes accompanied by some additional text or a contact form. Clicking on it (and maybe providing your contact info) typically serves as the primary action that counts as a “conversion” on the landing page.

But why do I need a landing page?

Aside from being a channel for adding leads to your sales funnel, landing pages enable you to analyze your visitors’ behavior. By looking at your site metrics, you can monitor ad campaign performance and adjust your campaigns to save money and optimize sales. 

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