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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?

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, they can also be used to take the details of potential clients for a free online evaluation.

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.

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 a bit more information to encourage the user to take the action you would like them to carry out, whether that be filling in a form or booking on to 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.

Landing pages ultimately don’t have lots of 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

Once the person has completed the task, show them a thank you page offering other pages you think might interest them like properties in a certain area, blog posts, videos, other relevant links to the ad which people may wish to explore and stay on the website further.

Essentially, landing pages are a tool to streamline and define the user journey around your website. 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@jpgardner.com or give us a call on 01923 627777

Jane Gardner explains the difference between a web page and a landing page

 

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