If you were playing a high-stakes game of golf and you had a choice of where to start, where would you go?
You certainly wouldn’t start in the rough or in the bunker.
Would you start at the tee? It’s fun to hit the ball with a driver, but the chances of a hole-in-one are slim.
You would start on the green.
The closer to the hole, the better.
You want an easy tap in.
When you’re running your marketing campaign and you’re leading prospects back to your website, you want to bring them to the green – or in our case, the landing page.
Unlike a normal webpage where there are so many navigational buttons for you to click, a landing page has a clear goal and only one actionable button.
See the example below, buttons with orange color are actionable buttons:
But just because the action takes place on the landing page doesn’t mean the other pages on your website are useless.
There are differences between landing pages and web pages, but understand that each page on your website has a goal and a purpose.
Lights, Camera, Landing Page!
Web designers make sure that a landing page’s structure, images, and copy come together to encourage a specific behaviour. It’s designed for a visitor to act.
If you’re running a paid search or social campaign or launching a new product you’ll want to direct people to a landing page.
Landing pages are made up of an enticing headline, an accompanying image, a list of benefits, and an effective call-to-action.
From capturing contact information, to entering a contest, to downloading an ebook, landing pages encourage a wide array of behaviours. But each landing page should focus on only one goal.
Home Sweet Homepage
If the landing page is the green, then the homepage is the tee.
It’s where most people start to learn about a company.
They’ll find information about who you are and what you do.
As well as basic information like address, phone number, email, and office hours.
Basic information like these don’t need a strict action-oriented landing page, but adding an opt-in opportunity can be a good source of leads.
Content Pages Tell Your Story
The homepage starts the story, but the content pages take the story into the second act.
It’s where the story about a business takes shape, and shares details about the products or services introduced on the homepage.
Content pages continue the conversation and try to answer any questions the visitor may have.
Content pages are also valuable for search engine optimization (SEO) purposes.
These pages can be optimized for important keywords and keyword phrases that are important to an effective SEO campaign.
Warning: Building a website with numerous content pages only allows your website to show up for more search queries.
However, it doesn’t boost your website ranking.
You will need high quality backlinks from pointing to your site in order to show up higher on search results.
If you want to know how you can use multiple content pages as part of a SEO campaign, click the following link: 140 extra service calls for a local plumber in just 1 month!
To get more information about how number of web pages can affect your SEO ranking, check this video out:
When viewing a website, the differences between landing pages and web pages can be subtle.
Designers weave action-oriented landing pages seamlessly into the rest of the website.
But if you take a closer look, you’ll see how the difference is as stark as a clear patch of grass and hole filled with sand.