This blog was featured on 08/17/2017
What's the Difference between a Home Page and a Landing Page?
Contributor
Written by
Bernadette Geyer
August 2017
Contributor
Written by
Bernadette Geyer
August 2017

The term "landing page" appears frequently when folks talk about online advertising and sales. But how does it differ from your website's home page?

Home Page

A home page is the front page of your website. It's what visitors see when they type in your URL. It introduces visitors to you and your books, and provides a clear selection of navigation tools – such as the tab bar across the top – so that a visitor can find specific information they want about you and your writing and/or your workshops/writing/editing services.

Your website's home page should be find-able by search engines. Each of the other pages of your website should also have a link to the home page. Your home page should be on your business cards, flyers, press releases, and other marketing materials. It's best if it's short and memorable, so people can easily remember it.

Landing Page

A landing page, on the other hand, is a page that you direct people to "land" on via a special advertising or marketing campaign. It can be specific to one event or publication that isn't even mentioned on your website. Its primary purpose is to "capture leads" that have the potential to become customers (readers), or to directly convert the landing page visitor to a customer that purchases your book.

Landing pages may, perhaps, not ever be accessed by anyone outside of a select number of people who receive the link to it. They can be long-term or temporary. Landing pages may be set up for A/B testing of the effectiveness of different messages in a single advertising campaign, so an author or publisher may put together a separate landing page for each of their messages, to see which message works best for their targeted customer demographic.

Your website home page can be a landing page, if the goal of your advertisement is to simply get people to visit your website. However, a good landing page should be simple and direct. It should have a single, clear purpose. Many businesses use a landing page for a call-to-action – be it downloading a free chapter or book excerpt, signing up for a newsletter, buying a book, or signing up for a workshop/service.

There are many online services to help authors and publishers create landing pages. Some are Leadpages, Unbounce, Instapage, and HubSpot.

Do you use landing pages? What's your experience with them?

Bernadette Geyer helps small businesses, authors, entrepreneurs, publishers, and other creatives expand their reach through clear, concise, and compelling copy in English, so that they can attract more customers (and readers) with consistent and memorable marketing content. Download her new set of “Quick Sheets”  for tips on how to use your online resources to attract more customers/readers, even if you only have 15 minutes a day to do your online marketing.

Geyer specializes in working with people who are breaking out of their fishbowl to move to a bigger pond – whether they are expanding their business into new markets, writing a book, creating their first website, or dipping their toes into the social media waters. You can see her list of services here.

 

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