You read it again and again: Articles and blog posts about landing page optimization. But what makes a landing page different from a "normal" web page?
The short answer: It is a matter of purpose. Landing pages serve a different purpose than other web pages. And that also affects their design.
Before looking at the differences in detail, we have to talk a little about the context of both types of web pages: The customer journey is organized in three stages: Awareness Stage, Consideration Stage, and Decision Stage. Ultimately, marketing is about raising awareness for products and services and turning this attention into a buying decision. Web sites and landing pages play different roles in the concept of the customer journey.
A normal page on your website, i.e. everything from your home page to the different subpages, serves the first two stages of the customer journey. When people google for information, they will usually land directly on your home page or a subpage. This of course only works if these pages are search engine optimized.
At best, these pages show that you have the information users are looking for. While the home page can be compared to the door of a house, the subpages are analogous to the rooms of this house. It is important to make users curious and strike an emotional connection with them on these more or less educational pages, so that they continue to learn about your solutions on the following pages.
Users enter your house without introducing themselves. In the Awareness Stage, we are talking about prospects. In order to turn these prospects into known leads, you need landing pages.
This makes a landing page different from other websites
While your web pages serve to inform and inspire users, the landing page solely serves the purpose of conversion. At this point, you no longer want users to look around and remain noncommittal. You want users to perform a specific action. Everything is geared to this conversion:
- No navigation: There is no turning back on a landing page. Either the user converts or they close the tab.
- Crisp copy: Every word. from the headline to the copy, must be geared toward conversion. Show users why it is in their interest to perform the desired action. You only have a few words.
- Call-to-Action: The Call-to-Action shows which action you want users to take. Order now, download now, contact us, etc are a few examples. The Call-to-Action is placed prominently on the page and should be visible without scrolling.