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What is the difference between a web page and a landing page?22 Apr 2020

In all honesty, to a website user there isn’t very much of a difference between a normal web page and a landing page. In fact, a landing page is a web page.

So, what is a landing page?

Example landing page for data capture

Whilst a standard web page can be accessed in many different ways, whether that be via a search engine, a referral site, social media pages, or even the menu of the site or links from other pages on the same website, a landing page is set up for a specific purpose.

That could be:

      • Linking to an ad that’s running on Google or social media
      • Providing the booking process for an event
      • Facilitating newsletter sign-ups
      • And, specifically for estate agents, landing pages can also be used to capture the details of potential clients for a free online valuation – you then have data to nurture using a funnel campaign.

Landing pages aren’t able to be discovered on search engines, and you have complete control of the links leading to the page this means it is possible to work out the ROI of the campaign your landing page is attached to, you can also see how is coming through from your ad, newsletter link or event, and evaluate the effectiveness of your marketing.

Typically landing pages will NOT have:

      • Menu navigation (you want to keep the viewer on this page!)
      • Any distractions away from the point you are trying to make, or the product | service you are trying to sell.

What does a landing page need to include?

If you’re linking to a landing page from an ad, the landing page will be very specific and will mirror the ad in both tone of voice and imagery. It also needs to include more information on your ~ event | serve ice | product | topic ~ to encourage the user to take the action you would like them to carry out, whether that be filling out a form or booking an event. To make it as interactive as possible, this info doesn’t just need to be text – it can also be in video form.

It’s also always a great idea to include a form of social proof, to ensure your customers feel confident enough in you to take actions on the page. This is usually in the form of reviews or testimonials. For agents, if you have a landing page for your online valuation tool, you can use testimonials from customers who have been especially pleased with the service you have provided them when valuing their property.

        • Include a clear call to action
        • Include data capture (form to fill in – don’t make it too difficult!)
        • Social proof – reviews or testimonials relevant to the topic of the page
        • Answers to FAQs (frequently asked questions)

Landing pages ultimately DO NOT HAVE bells and whistles like menus or links to other pages, as the aim is to provide website users with a single focus.  However, their journey doesn’t just stop with the landing page! Once they have filled out the form, booked tickets, purchased a downloadable product or completed whichever action you are aiming for them to take, you can send them to a ‘thank you’ page. With this page, you have the option of directing them to other pages on your site that may be of interest, or you might offer another carrot or two, to get them to “sign up”, or sell an add-on service or product.

Essentially, landing pages are a tool to streamline and define the user journey around your website or get them into your sales funnel, for ongoing nurture!

  • If you would like help directing your website traffic and achieving measurable goals for your marketing efforts, get in touch.
  • Drop us an email at jane@social-angels.co.uk or give us a call on 01923 627777.
  • I work all over the UK with various business owners, dedicating my creative and expert property knowledge from 35 years in the industry. I am a Level 4 ARLA Propertymark examiner, I sit on the board of Agents Giving Charity and I love everything property related! I can be contacted on 01923 627777 or by email to jane@social-angels.co.uk

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