Landing Page vs Website: What are the differences?

Last updated: October 21, 2022

Have you ever wondered what the difference is between a landing page vs website? While both landing pages and website are useful, it is important to note they do serve different purposes.

Knowing when to use a landing page in replace of a website can be beneficial to a businesses marketing strategy and ultimately increase conversions.

In this guide, we will discuss some key differences between a landing page and a website to help you understand which one makes sense for your business goal.

Remember: When you're ready to build your landing pages using a tool like OptimizePress makes this process much faster and easier.

What is a website?

A website is a collection of unique web pages, each with its own URL, that are all connected, offering access to anyone on the internet. 

Websites are usually used by individuals or businesses to provide information about who they are and what they offer.

Most websites have a home page from were visitors can navigate to other pages on the site such as an about us page and blog. 

Websites can have many different types of content, including text, images, videos, links to social media, and, of course, maps.

Why do you need a website? A website is essential for any organization, regardless of size, in today's digital world. A website helps you reach more customers and connect with them 24/7.

A website is vital for marketing your business online and building brand awareness.

Landing Page vs Website: When should you use a website?

A website is a storytelling vehicle for being creative and homing in on the user experience. A website plays the long game with customer loyalty and repeats business as its primary objective rather than being sales orientated like a landing page.

However, websites aren't all fluff and no pants - if you want to rank in Google, you need a website. Landing Pages are designed for a short-term campaign and will not help your SEO long term.

Websites can be considered an investment. The goal of your website should be to create something that will last and continue to grow with your business over time and be a home for individuality showing the customer your products and services without hitting them with hard-nosed sales tactics.

Some examples of common websites are:

  • eCommerce Website
  • Business Website
  • Educational Website
  • Personal or Professional Blog

What is a landing page?

A landing page is a single web page designed for one unique goal such as to drive conversions. 

A landing page is often part of a marketing campaign, such as a pay-per-click (PPC) campaign, and is designed to funnel users to a conversion, such as making a purchase or subscribing to a newsletter. 

Landing pages have less content than websites and are more simple in design, focusing on a call to action.

Landing Page vs Website: When should you use a Landing Page?

Landing pages are most effective when running a marketing campaign with a specific goal, Conversions.

Designing your landing page to be action-oriented is the goal and should not be confused with providing information.

Using unique landing pages marketing allows you to customize the users experience and tailor information in order to capture their interest.

When creating a landing page, think less is more - minimal distractions and a laser focus on the call to action are essential for successful conversion rates.

Some examples of standard landing pages are:

  • Click through landing pages
  • Lead capture landing pages
  • Landing pages for a contest or sweepstakes
  • Landing pages designed explicitly as a sign-up tool

If you're unsure which type of landing page to create, start with a lead capture landing page.

Lead capture is the most common type of landing page used for any marketing campaign.

Lead capture Landing Pages

A lead capture landing page collects a visitor's contact information, such as their name, email address, phone number, or mailing address.

Landing pages usually have a form visitors must fill out to receive the offer. The information collected on the form is then stored in a database or CRM (customer relationship management) software so businesses can follow up with leads later.

Here are some examples of lead-capture landing pages:

  • Free shipping landing page
  • Discount landing page
  • Free trial landing page

Landing page vs website - Which should you choose?

The answer to this question is - why choose? 

Why not have both? 

Landing pages are excellent for driving conversions and should be a focused part of your marketing repertoire.

On the other hand, websites are a long-term investment that will pay dividends in SEO, brand awareness, and customer experience. The best way to use a landing page
and website is in tandem, using each for its unique strengths.

Don't divide and conquer; build and prosper. If you really must choose, let's look at the scenarios that suit a website but don't suit a landing page and vice-versa.

Landing page vs. Website Scenarios - How do I decide?

So, when should you use a landing page? And when should you use your website?

As mentioned earlier, Landing pages are most effective when running a marketing campaign with a specific goal, such as increasing sales of a particular product.

A great example of this is when using Google ads to drive sales of your product. You would create a landing page that matches the Google ad you have created. 

Matching your ad copy to your landing page means Google will see the relevancy and therefore improve your ad quality score - this in turn lowers your cost per click (CPC) of the conversion.

A website however should be used to provide general information about your company or brand. 

An example of this would be driving visitors to the about us page on the site to tell a story of who you are and build trust around your product or service. 

Websites are also better for SEO (search engine optimization) purposes since they can include more keyword-rich content. Having keyword rich pages means you can increase the organic traffic you build to your website.

Great websites pull the consumer in, tell a story, and ultimately funnel the user to the point of purchase, building brand awareness and focusing on nurturing repeat business as part of the journey.

A website does this better than a Landing Page.

On the other hand, a landing page works if you're running a short-term campaign with a sharp focus. If you want to increase sign-ups for a webinar or boost sales of a new product line - Landing Pages are your guys.

Key Takeaways When Considering A Landing Page vs Website

  • Websites are long-term, and landing pages are short-term.
  • Websites have an overarching goal to build awareness and educate.
  • Landing Pages have a laser focus on conversion rates.
  • Websites are designed rank in Google, but landing pages are not.
  • Websites require ongoing content creation.
  • Landing Pages can and should support your website.
  • Websites are for building a relationship with your customers.
  • Landing Pages are for making the conversion or sale.

The moral of the story is - Use landing pages as part of an integrated marketing strategy that includes a website. Combining this, you get the best of both worlds and can achieve your marketing goals, whether they are long-term or short-term.

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