Landing pages are typically very simple and have only one button or form. This is because they are designed to achieve one goal. Webpages, on the other hand, are designed to encourage exploration. Because a landing page is a single focus page, it often brings back higher conversion rates and can lower the cost of acquiring leads.

A landing page can include anything from a headline, a description of the product or service being offered, supporting media such as an image or video, customer testimonials or security badges as a form of supporting proof and a method of capturing customer information. The key when developing a landing page is to have a clear goal in mind for what the landing page needs to achieve. This will then determine what is included on the page.

Landing pages and SEO serve different purposes, however, you can tailor your SEO plan to incorporate for landing pages as well. Landing pages that are optimized will help search engines better understand the purpose of your page and help your site rank higher. This, in turn, will help visitors find your page easily, improving their experience and bringing in more conversions. Additionally, well-optimized campaigns can assist in improving ad quality if you are undertaking a PPC campaign as well. Thus, using landing pages can enhance and aid other marketing efforts including SEO and paid marketing.

Websites are a tool that can be used to tell a story, explain products or services and relate to your customers – basically an online salesperson. In today’s digital world, every business should have a website. A landing page is a part of your website with the main aim of creating a conversion. Whilst it is possible to have a landing page without a website, both should be used as they both are important, especially if you want to gain long term customers and continual growth. If you are dealing with time-sensitive material such as a big campaign that deserves its own site, consider using a mini or microsite paired with landing pages to avoid unnecessary effort yet still yield great results.