Websites can be confusing. There are so many different kinds of web pages out there that it's easy to mix them all up. You pretty much have two choices: Learn the differences, or just call everything a "landing page" and keep moving along.
Fortunately for you, we're going back to the basics and breaking down the three most common pages.
Here are the fundamentals:
Homepage: This is your storefront. It provides an overview about your business, and helps point visitors to various other pages on your website.
Site Page(s): These include the internal general information pages visitors encounter on a website, such as the "About Us," "Contact Us," and others.
Landing Page: This has a specific goal: Convert visitors into leads.
Now let's dig a little deeper!
A homepage is the starting point of a website, which loads when visitors go to the domain name (ex: https://www.moreycreative.com/).
Your homepage serves as the entrance to the rest of your site, catching visitors' attention and helping to guide them throughout its various pages. The main navigation menu, footer, links, and calls-to-action assist visitors in whatever stage of The Buyer's Journey they're on.
Ensure the logical paths to your site's intended endpoints begin at the homepage, and always consider user experience.
When to Use a Homepage: Use a homepage to list a company's basic information, so visitors can learn an overview of the core business, as well as obtain a sense of the products and/or services provided.
The building blocks of your website, site pages typically occupy your main navigation menu and footer.
These pages educate visitors on what exactly the business is about, and guide them along The Buyer's Journey. Site pages help visitors locate exactly what they're looking for, and share useful information, such as the company's history, product and service descriptions, and/or frequently asked questions.
When to Use a Site Page: Build site pages for general information and educational purposes.
A landing page has one goal and one goal only: Convert the lead.
Its name says it all: A page that somebody lands on by clicking an ad or CTA. Thus, its content should reflect the intent of the said ad or CTA.
This page is streamlined, with no other distractions on it but the task at hand. It should feature an area for the visitor to convert into a lead—typically a form to fill out that provides something in return, such as a blog subscription, eBook, event signup, or product offer.
When to Use a Landing Page: Utilize a landing page when you want your audience to be totally focused on one goal. This should be where PPC ads lead, devoid of distractions, hosting content aligned with the copy from the originating ad. A landing page should also be used whenever launching something new, such as a whitepaper or event.
Remember: All pages should be action-oriented. Whether you're building a landing page to convert a visitor into a lead or creating a pillar site page to rank for a head term and educate visitors, ensure you're always including a logical path for your visitors to take.
Don't enable anyone to remain stuck on one page.
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