A corporate website is imperative if you are a brand, big or small. It is like a business card for anyone who wants to know more about you. Anyone who wants to check out your business, and know more about your brand, objectives and contact details would definitely first have a look at your home page, which helps them navigate through the rest of the site.
However, as someone with a web presence, you also come across the term ‘landing page’ often. Is it the same as your home page or not? And would you need both landing pages and a home page? Before you move on to the whys and hows, it is important to understand a little more about a landing page.
To put it simply, a landing page is a page of your website you would want your traffic to land on, for a specific reason. A landing page is distinct from your principal website and is aimed at making your visitors take an action that leads to lead generation or conversions.
Some of the differences between a landing page and home are as follow:
- A home page is comprehensive and gives a visitor a good idea of who you are as a brand, and everything associated with it. There are bound to be links and menus on the website, from blogs to the about page, an FAQs page. It also tell visitors how to get in touch with you, including your email id, a contact page and your social media handles. On the other hand, a landing page is aimed at receiving traffic from a particular source or more than one specific source. An example could be an email campaign, social media ad/post, a PPC ad
- A landing page has no or minimal navigational options. You get your visitor to take a single action like a sign-up and nothing else. On the home page, your visitor gets an overall feel of your company or brand, and needn’t necessarily have the focus to sign up, redeem coupons or opt-in for something.
- A landing page may or may not be part of your website permanently as it could be intended for a specific marketing initiative or campaign.
Use both for best results
So, rather than having to choose between the two, and make a one versus the other kind of situation, how about using both landing and home page, depending on the situation.
Ask yourself what action you would want your visitors to take, or what is the aim of your online presence before you decide where to lead your visitors.
When to use what
Event/product/service announcement — Landing page: If you have a new product or service launch, a big announcement about a new book or documentary, a live event or a huge sale coming up, you might want to use a landing page. A well-designed landing page will get your visitors to focus all their energy and stay excited about only the specific announcement, and lead then to take some action.They may attend the book launch and buy your book; they could opt for your latest e-course etc. Good landing pages not merely boost your brand image, but also rake in the moolah.
A brand new web presence — Home page: If you are just getting your brand an online presence for the very first time, you should have a home page, which acts a starting point. Also, if you are filling in details of your web presence on social media profiles, you could use a well-designed home page URL.
Discretion and a clear understanding of your goals will help you choose one or the other every time you need something accomplished for your brand online.