Landing page vs. Página Web
When a company or startup goes public, the most common advice is to get online as soon as possible, because this is synonymous with legitimacy and trust with potential customers. It is also an essential opportunity to become known and do business in today’s world.
Of course, this is excellent advice that everyone should follow, but the most important thing is to reflect on what you want so that the investment you make is as productive as possible and you achieve the desired results.
In this sea of digital marketing terms, we face the decision of choosing between a Landing Page or a website. Let’s start by defining the terms:
Website
A website is the equivalent of a business card for your company or startup. It is a virtual space that contains all the information about a person or company and comes in various types with different goals:
- Business Website: Its goal is to provide information about the company, what it does, its brands and products, and contact information.
- eCommerce Website: Its goal is to sell products or services online through payment platforms.
- Portfolio Page: This shows the skills and experience of a professional, often including examples of previous work projects, education, and other relevant information.
- Blog or Personal Website: Its goal is to share ideas, opinions, and information from an individual.
- eLearning Website: This type of website offers interactive courses and educational material through a subscription model.
Generally, businesses start with a website, where visitors can navigate through different sections, and most of their traffic comes from organic searches.
It’s very likely that after having a website, you’ll start questioning the need for sales results through the internet and begin running advertising campaigns. This is where the Landing Page comes in.
Landing Page
A landing page is a page within a website with an attractive and persuasive design, accompanied by a clear message and a call to action.
Its concrete goal is to attract as many leads as possible, meaning to capture the contact information of potential customers—people who have expressed an intention to purchase your product or service—and convert them into a real sale.
When a potential customer reaches a landing page, they are already interested in what was offered in a campaign, and that’s when you should capitalize on this moment to guide them to the final purchase decision.
Its goal is to persuade a user to take a specific action, such as buying a product, becoming a new subscriber, enrolling in a course, attending an event, scheduling a demo, or booking a sales call, among others.
In other words, landing pages are where customers land after their attention is captured through advertising campaigns on Google, Facebook, and other platforms, right after they click on an ad.
A landing page can also be accessed through the homepage of a website.
They usually have a form where the interested person leaves their contact details, generally just their email, but additional information can also be requested to assist in your strategy.
By now, you may be thinking that you only need a website or just a landing page, or maybe both. As you can see, they don’t conflict with each other; on the contrary, they complement each other. Ask yourself the right questions, and you’ll make the right decisions.