That’s the topic of this post — we’ll discuss some key differences, when to use each, and how to make these marketing assets as effective as possible.
Let’s start with some definitions.
What’s the Difference Between a Landing Pages vs Regular Pages?
Here are 4 of the most common differences between the two:
- Landing pages have no navigation — regular pages do.
- The page traffic comes from ads — regular page traffic comes from many sources.
- They are separate from a business’ website — regular pages are essential parts of a business’ website.
- These pages have a single goal — regular pages promote website browsing.
The overarching difference between Landing Pages vs Regular Pages is that a landing page is action-oriented, and a regular page is browser-friendly.
Said a different way, landing pages try to accomplish a single goal — getting the visitor’s email address, selling a product or service, getting registrants for an online event, etc. — to the exclusion of all else. On the other hand, homepages focus on creating a browser-friendly experience (easy website navigation, lots of content, products, services options, etc.).
At first glance, those differences might not seem like they need to be mutually exclusive.
When to Use a Landing Page & When to Use a Homepage/Regular Pages
Make no mistake; landing pages and regular pages are both important digital marketing assets.
Since landing pages have a higher conversion rate than homepages, you might be wondering why you need a homepage and regular pages at all.
But regular pages serve an important purpose: they allow visitors to experience your brand in a way that landing pages don’t.
People can gain an understanding of your business on the homepage. For instance, they can navigate to other pages — your blog, “About” page, products and services, etc. To summarize, regular pages let users get to know your brand in a free-form manner.
For brand awareness (which is sometimes underrated by business owners), the regular pages are critical.
In fact, if you have a website, you should also have a homepage with regular pages that acts as the storefront for your business.
You need a landing page (or landing pages), on the other hand, if you’re trying to accomplish a more focused goal… and especially if you’re running advertisements. Landing pages are almost always better at generating leads and making sales than homepages.
You should now have a clear understanding of the difference between landing pages and regular pages, when to use each, and how to engineer them so that they effectively serve their different purposes.
From here, it’s just a matter of building pages, driving traffic, running tests, and measuring results — the typical marketing go-around.
Along the way, you’ll learn more specifically what works for your business. Of course, we can help.
And that’s when things get exciting.