Clients have often asked me what the difference is between a landing page and a home page. The answer is simple:
A LANDING PAGE…
has a single goal, to sell a product or service or publicize an event
can be used to grow your mailing list
is SINGLE-ACTION orientated
hasn't top-bar navigation
Have a look at the Netflix landing page, promoting their subscription deals. It has no bar that allows visitors to navigate anywhere else!
A HOMEPAGE…
acts as the storefront of your business
has top-bar navigation which allows people to visit the different pages on your website
explains the brand
builds trust in the brand
promotes engagement with the brand
A good example is the Cartier Website. The slick, minimalist design of the home page has a luxurious vibe, the navigation bar...
... offers visitors more information about the products as they scroll down
CAN I USE THEM BOTH?
Yes! They’re both important when it comes to creating a good marketing strategy and they can both be used at the same time.
A LANDING PAGE IS PERFECT FOR RUNNING AN ADVERTISEMENT OR PROMOTING A SINGLE OFFER, AND IT’S USEFUL FOR INCREASING YOUR MAILING LIST.
A good landing page should have…
ONLY ONE GOAL explained
good copy that explains clearly what you are offering (are you selling tickets for a venue? Giving away free stuff to grow your email list? Are you hosting a webinar?) If you want to know more about writing good copy for a landing page, check this article
a well-designed call-to-action that stands out on the page and catches the eye of the visitor.
A HOMEPAGE CREATES BRAND AWARENESS.
A good homepage should…
state clearly what your brand is and does.
answers basic questions a new visitor may have: who are you? What do you do? You might also consider adding feedback, credibility badges, featured publications, etc., as a way to establish your experience.
have a well-laid-out design that gives a good impression of your brand. You generally have less than seven seconds to attract and convince your visitor to continue browsing on your website. If the first impression is off-putting it will be unlikely that visitors will go on to check out what you have to offer. Invest a little extra money in making your website worth a visitor’s time.
be easy to navigate. The navigation elements depend on the kind of business you’re running but make sure visitors will find it easy to go wherever they want to go.
CONCLUSION
When it comes to promoting your business, a well-designed homepage and website is a must; if you need to promote a specific goal, or increase your mailing list, a landing page is the right tool.
We can help! If you want to give your website a facelift, or you're thinking of creating your own business and you want to know more about how to create a brand...
