Websites vs Landing Pages
One of the most important things in building a business is creating a digital marketing presence. Creating a website and landing page serves to attract an audience to your business. However, did you know that these two are different things?
In some situations, one function will be more effective than the other. So, what does your business need? Is it a website or landing page? To find out the difference between these two things, let's look at the following discussion.
What is a website?
Website visitors are people who want to learn about or look at your business. Therefore, give the best impression through the website. You can provide general information about the brand.
This information is created on several pages which can be accessed with a navigation menu which will then refer the audience to the page they want. Some of the usual pages are about page, FAQ, and contact page.
You can tell about the history, vision and mission of your company or brand via the about page. When you create a business there are always questions about your brand. You can create an FAQ page that contains the questions and answers that are most often or usually asked by consumers. To make communication easier, include a contact page that contains your brand contact.
What is a landing page?
Unlike a website, a landing page only has one page. This page is usually created to attract audiences to claim your business offers. This could be in the form of a discount voucher, free trials, or free demo.
Because it is only one page, the landing page must also have as interesting content as possible. For this reason, copywriters need to create attention-grabbing, eye-catching images, call-to-action buttons (CTA buttons), and similar page elements.
If those things are done, then you can direct your audience's attention to claim the offer. In fact, later it can enable the audience to buy or subscribe to your business products or services.
Using websites and landing pages
It is important for a brand to provide brand awareness. Because, nowadays consumers don't just want to use a brand's products or services. They want a personal connection or bond with the brand. For this reason, create pages in the form of blogs and discussion forums to attract attention and build interaction between brands and consumers.
Not only that, the website also functions to optimize search engine optimization (SEO). Nowadays, everyone searches on the internet. So that your audience finds your website, optimize your website pages and blog posts with the words your audience is looking for.
This is one of the most significant functions of a website with a landing page. Because, landing pages are limited by search engines, while websites can target many.
This is different when running a campaign with advertising, you should provide a link that directs the audience to the landing page. When audiences see an ad, they can be immediately directed to all the information about the campaign. This will also make it easier for them to carry out purchase transactions.
There are several ad campaigns that you can use on landing pages, namely pay-per-click (PPC) ads, social media, and banner ads. Use PPC ads to display ads on search engines. This allows the audience to go to your landing page.
To attract audiences from social media, create landing pages on Facebook, Instagram, and Twitter. One form of landing page on social media can be seen on the "Learn More" button on Facebook. Where the audience will be directed and asked to sign up to get a free guide.
Lastly, also pay attention to banner ads with images displayed on other websites that will direct the audience to the landing page. It should be noted that you must pay attention to the design and branding of the landing page so that it is similar to the advertisement or campaign. This is done to attract trust (reliability) from consumers.
It can be concluded that the website and landing page are one unit. A website is a total of pages (landing pages) that function to introduce your business. Meanwhile, a landing page is a special part of a website that functions for a specific purpose, namely to attract the audience to use what you offer.
In facing changing times, it is important to know the right tools and media to deliver marketing strategies. Therefore, Prasmul Eli realizes that the Integrated Marketing Communication Program can help you to develop your brand and business by choosing the latest marketing communication techniques for rapid progress.
