What is a Landing Page?
A landing page is a page on a website that is specifically designed with a marketing mindset. they will arrive at a landing page after clicking a link from an email, ad, or other digital path. Unlike other web pages that are full of information and options, landing pages rely on a single call to action. Creating a landing page is an effort to improve the visitor experience on the website. Because, when visitors are comfortable, they will want to buy products, or carry out other online activities as they wish. But remember not to offer visitors too many choices. Why?
This is due to what researchers call the “paradox of choice.” the more choices you give people, the more difficult it is for them to make decisions and act. It’s important to focus on one call to action (CTA) rather than 3 or 4. While each type of landing page has different requirements, depending on the industry, target audience, and primary objective, they all contain the following key elements that make this digital space what it is – a landing page:
- Headline – catchy and clear, providing an immediate understanding of the offer.
- Subheading – offers additional information that complements the title.
- Single USP – clearly states what makes the offering unique or valuable.
- Hero image or video – represents the product or service visually, increasing engagement.
- Benefits section – lists the main benefits or features of the product/service.
- Social proof – building trust through reviews or endorsements.
- CTA button – encourages visitors to take the desired action.
- Lead capture forms – collect visitor information, such as email addresses, in exchange for an offer.
- Closing argument – a final statement that strengthens the value of the offer.
What Is the Function of a Landing Page?
Based on the type, there are two main functions of a landing page. First, landing pages can be used to collect data on potential visitors or leads. These leads are what the business looks after. Then these potential customers are expected to make purchases in the future.
Second, landing pages can also function to speed up transactions. This page has minimal distractions from menus and other navigation buttons. In other words, landing pages provide a special way for visitors to access the products or services they want to buy.
What makes a Homepage Different from a Landing Page?
If compared to a house, the homepage is the front porch of your residence. He is the face of “home”. Something that attracts visitors to come and visit. Therefore, the verandah of the house had so many decorations. On the web, this decoration can take the form of various navigation buttons, visual displays, and text.
This is different from a specific landing page. Landing pages can be likened to special rooms in the house, whether it’s the living room, family room, kitchen, bedroom, or bathroom. In essence, landing pages only have one specific function.
This is the difference between a landing page and a homepage:
Homepage Characteristics:
- Usually contains the main display of a website;
- Generally, it is the first page seen when opening a website;
- Displays navigation buttons and URLs to important pages on the website;
- It is a showcase for customers to learn about all the products and services offered.
Landing Page Characteristics:
- A landing page is a page that has a special function on a website;
- Encourages users to focus on one product and quickly make transactions on the website.
- Inviting users to perform certain actions. For example, purchasing a product, filling out a form, or studying the information provided.
To give you a better sense of the difference between the two, we’ve provided an example template of each below:
Homepage template:
Landing page template:
Landing page types are differentiated to suit various industries, from products or services, through newsletter squeeze pages, to event promotion pages, and are carefully designed to meet each sector’s specific needs and goals. However, there is still only one purpose of a landing page, namely to encourage taking action, such as joining your list or purchasing your product. If users take the specific desired action, then your landing page has successfully converted them.
Landing pages can be categorized based on their purpose, target audience, and the nature of the content they present. We will discuss it in the next article.
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