Approx time to read: less than 3 minutes

Key Take Aways:

  • Describes the difference between a landing page and a website
  • Explains how they are used differently and when to use them
  • Discusses the implications for online marketing strategies

So, what is a landing page?

A landing page is a very simple one-page website containing information related to one or more very specific things and pushing the user to complete 1 or 2 very specific tasks (fill out a form or call a number). Landing pages rarely include navigation menu, often keeping the user reading and interacting with the specific content on the landing page.

By sending super relevant traffic to a landing page that talks specifically about the user’s original query, high rates of conversion can be levels on engagement can be created. This ‘numbers game’ then becomes more about optimizing your landing page to achieve the highest possible rates of interaction and ‘conversion’.

A conversion is usually measured as an enquiry, or a new lead, but can be any number of things depending on what your end goal is.

So then, what is a website?

This question might seem incredibly basic but it’s still worth touching on. Most websites generally have a formally implemented hierarchy of content, structured to show users an overview along with more specific content if they wish to view it. Websites also typically have a navigation menu, allowing the user to navigate the site as they please, to the specific content that they wish to view.

The user can navigate to where they want on the website depending on what they are looking for, or what they are trying to do. Generally, a website is viewed more favorably by Organic Google Search (free Google Search) than a simple landing page.

Most of the time, you want to build a ‘reputation’ for your domain, by creating unique, good quality content that talks about your products and services, along with the locations within which you provide them.

Meet Google Marketing Platform

The Google Marketing Platform is the combination of two programs: DoubleClick and Google Analytics 360 Suite. You may not have ever heard of these programs but marketers in enterprise marketing teams do and encouraged this collaboration because it has been shown that using ads and analytics technology together can have real benefits. This new platform combines these technologies to help marketers manage their digital media and customer experiences in the one spot. This also applies to the new combination of Display and Video 360 which will allow the collaboration between creative and executive teams. What was once quite complex, is no longer.

What does this all mean?

A landing page can be thought of a direct sales pitch strategy, targeted towards users who are almost ready to ‘pull the trigger’ on a purchase. The landing page should also be as closely matched to the initial search the user ran as possible. A website can be thought of as a physical representation and embodiment of your brand. Users can engage with your brand via your own unique digital property, but the content isn’t all geared towards selling something, it most likely exists to provide your users with more information.

This article first appeared in the Spicy Web Blog on 25 July 2018

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