When it comes to your company’s website, it should present a clear and concise messaging center for anyone who visits. The proper design, function ability, adaptability, and flow of your website will determine how many visitors you can convert to clients. Utilizing adequate Search Engine Optimization practices will assist in how your company would rank in a Google search. However, when it comes to your company’s digital marketing, you have to understand the differences between your website’s home page and the additional marketing tool commonly referred to as a landing page. I hope to dispel some of the common misconceptions about the use and effectiveness of your home page and a landing page. To show how these features, when used in combination, can help drive traffic to your website and convert visitors to clients, build a robust newsletter list, or further explain your company’s vision.
The Home Page of your website should give visitors information about your company and how to navigate your site. Having information on your home page, such as your mission statement, address, phone number, social media links, and upcoming events or other news, is essential and should be delivered clearly to the audience. Pictures and symbols on your home page and hyperlinks to different sections with short blurbs to include ‘About Us,’ ‘Services,’ and ‘Testimonials’ will help ease the navigation of your website to guide visitors to areas of interest. Displaying your address and phone number will help with your Google rankings, as SEO algorithms will help target audiences in your area searching for your services or products. Your Home Page is considered to be concrete because the information is rarely if ever, changed. Occasional updates may be made to the home page to wish visitors Happy Holidays or display any awards the company may have won, such as “Best Places” or some industry award.
A Landing Page should be viewed more as a tool than an actual page on your website. Landing Pages are designed as digital marketing tools that would include a Call to Action for each visitor to see before viewing your site. Landing Pages are considered not concrete and are optional to have on your website. These pages connect the visitor to something, such as joining a newsletter, receiving a discount, attending events, or limited time offers, to name a few. A visitor would have received a link personally through e-mail or text communication or clicked on an offer link on the web tied to your digital marketing campaign. Each would take the visitor to the landing page, explaining more information about the intended marketing campaign. Landing Pages are not the right place to put additional information about the company but are a proper place to reinforce your social media presence. Planning the language and messaging of your campaign can also assist with SEO through the use of properly placed keywords and Adwords.
Understanding the difference between these two pages should assist with planning your next digital campaign or even looking at your current website to ensure you have the right information on your home page. Be sure to grab your visitor’s attention as your home page is often the first impression someone will get when coming in contact with your business. Use landing pages sparingly and make sure they are used as a marketing tool with a clear Call to Action for the visitor. Doing so will drive the number of visitors to your page, and with a beautiful home page, they will visit again or extend their time on your website navigating the pages.
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