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What is different from the landing site?

We are often asked the question of how the landing page differs from the usual site and business card site. We decided to describe in detail the key differences, which at the time of selection will help determine: order a landing page or site.

What is a landing page and what is a regular site
So, to begin with, we will define two types of sites: landing and other types. What is a landing page? This is a one-page site whose goal is to attract visitors and they perform a targeted action (download, buy, order, sign up, book, register, etc.). The first and one of the main differences of the landing page is the promotion of only one product or service with its help.

In this case, any other site, including a business card, may contain an unlimited number of pages, categories, sections. For such sites is typical placement of information about the company, services, benefits, products, business philosophy and much more. In addition, other types of the site have a much larger amount of functionality: an online assistant, a cart (in the case of an online store), a map, a news block, etc. The Landing page, in turn, has only one form – a call to action. It may look like a button or several lines that are offered to the visitor to fill.

What are the differences between landing page and site?
1) How to attract traffic

How do sites search? A person, most often, enters a search engine, drives in his request and selects a site from the given list. So, the landing page can be promoted only with the help of paid (contextual advertising) – the first and last 4 positions on the search page with the posts “advertising”. About SEO, alas, in 95% of cases you will have to forget, and this is a very serious loss of getting traffic to the site.

The complexity of promoting landing in SEO

2) High conversion

Landing contains brief information that answers the main questions for the visitor: type of product or service, advantages, price, what are the benefits of the acquisition and how to buy / order. In the structure of the entire landing page there are no factors that could distract a person from the target action, due to which the conversion increases. What should be the conversion of icening can be found here.

Conversion landing page

3) Making the landing page cheaper, and the effect is faster

The landing page is a full-fledged site, but because of its specificity, its creation lasts no more than 14 days, and the cost is one and a half to two times lower. In addition, after the launch of contextual advertising, the first visitors may appear in 2-3 hours. The first visitors to a regular website, promoted by the SEO method, will appear no earlier than 1-2 months.

4) Lack of navigation on the page

Landing page does not contain a navigation menu, since all information is placed on one page. Practicing the menu on Landig page, which scrolls down to the desired logic block. We at Impulse Design prefer not to use this kind of menu, as this reduces the conversion of the site.

5) Call to action

Landing design, all blocks and content focus the user’s attention on the main task of the site: to sell a service or product. The whole page prompts for action, and at the end is placed the “cherished” button.

Call to action

Which is better – a landing page or a website?
It is impossible to say which kinds of websites are better. Each carries a specific goal designed for a specific business. If the goal is to sell a product or service as quickly as possible, the development of the landing page is the best option. If you want to tell potential customers about the company, its advantages and the merits of each group of products or units individually, as well as a number of services, then in this case it is necessary to select a different type of site.

Let’s sum up

The goal of the landing page is to increase the conversion rate and organize measures to increase it. In the case of other types of sites (depending on the type), conversion may be a secondary task, and the main thing is to increase customer loyalty to the company, image formation, improving awareness, etc. Therefore, before ordering a landing page or another site, prioritize and ask the question “What should the site achieve first?”.

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