You might have heard about landing pages here and there, but do you know their primary function? There is a big difference between the pages on your website’s navigation, and the kind of pages that are made exclusively for conversions.

Video Transcription

If you’re in business, sales, or marketing, you’re probably being encouraged to create landing pages to help you drive leads for your business, but you might be thinking, “Can’t I just get away with putting the homepage of my website in my email blasts or using that on my Facebook ads?”

In this video, I want to give you guys three differences between a landing page and the homepage of your website and encourage you to create a landing page for each of your campaigns to drive leads.

1. Broad vs. targeted audience

The first major differentiator is the audience your home page is going to attract will be a larger audience, and they’re gonna come from a myriad of different places. They’re gonna find you through Google search, through social media, maybe it’s a phone conversation you had, or an email you sent them. The point is you’re not going to be sure of the messaging that attracted them to your website, so you can’t be super specific on that homepage. With a landing page, you know exactly the audience you’re targeting and you can speak to them specifically in that audience.

2. Broad vs. targeted content

And that leads me to the second differentiating point which is the content. The content of your homepage has to speak to who you are, what you do, how you do it, and why they should choose you, in hopes that you lead them on this journey to learn more, whereas your landing page can speak specifically to the messaging you sent that target audience.

3. One vs. many CTAs

And that leads to the third and final differentiating point is that your landing page should have one call-to-action, one place where people go whereas your homepage might have a multitude of ways they can go whether it’s the menu bar, maybe a pricing button, a forum but your landing page needs to be super specific and only have one CTA because the point of this landing page is to attract the target audience with a specific message and then get them to take action so they become a lead for your business.

The takeaway

So there you have it, there are the three differentiating points that separate a landing page from a home page and I would encourage you to create a landing page for each one of your marketing campaigns. If you liked these tips subscribe to our YouTube channel, check us out on Facebook and Instagram, but most importantly—take action on this today!