Strategy Director, Kaizen Marketing.
As a digital marketer I hear this question almost daily, from business owners entering into digital marketing and companies that have been using digital marketing for years but struggle with slow enquiries and conversions.
What’s the difference between a landing page and a website… Why do I need a landing page?
Essentially, a landing page helps you increase your conversion rate. A landing page is a purpose built and psychologically written page, that companies drive traffic to, from their paid advertising. Each landing page is written to drive an objective, for example, to sell more Immigration Visa’s a law firm would send traffic to an immigration visa landing page… rather than their all-encompassing website.
Each landing page is written to drive an objective, for example, to sell more Immigration Visa’s a law firm would send traffic to an immigration visa landing page… rather than their all-encompassing website.
Landing pages are created with buyer behaviour and conversion theory in mind, to drive traffic to take action. For example, the Kaizen Marketing landing page immediately communicates benefits of marketing packages that were searched. The landing page concisely communicates prices, reviews, authority, social proof and motivates traffic to enquire. Whereas
Whereas the Kaizen Marketing website has a variety of pages to educate traffic on all areas of the company, it’s products and services, previous work and blog etc. It’s easy to stay on the Kaizen Marketing website for a long time, clicking around, and reading a variety of material about Kaizen Marketing without taking action.
A website is an education and branding tool where customers can go to learn more, or be entertained by your brand.
You can easily find yourself flicking through pages of a good website reading, researching, discussing and clicking a variety of links, taking you through the website. These links, when trying to push an objective, are seen as distractors and slow the sale or enquires process dramatically.
Websites help your potential customers grow trust in your brand, see social proof and credibility. They are 100% necessary for a strong online brand presence but serve a different purpose to a landing page.
When setting up advertising to each of your services, it’s better to send traffic to a landing page that 100% matches what the traffic looking for. Most customers will leave your site within a few seconds if they can not see what they were searching for immediately, this is why Kaizen Marketing loves utilising landing pages for all our client’s paid advertising digital strategies.