Hey guys! Today’s post is on whether web pages are still relevant to businesses since landing pages are becoming more and more common.

“Landing pages” vs “Web pages”

• Landing pages are set up by businesses with the intention of converting interested readers into sales leads. With a well-thought-out sales funnel, these leads can then be nurtured and converted into good potential customers. Therefore, the landing page has to follow a well-thought-out sales funnel and be efficient in directing visitors to the next step of the sales funnel and converting these visitors into paying customers.
• Web pages, on the other hand, are usually set up with the intention to give all sorts of information to site readers. There is no single call to action. When a reader visits the home page of a website, they will hear a narrative and what the business is all about. Visitors can then decide to go to their various content or secondary pages to find out more about a particular area of the business, and what they offer.

Are web pages still relevant today?

Well, our simple answer is yes and no.

Yes, because…

• Web pages are great mediums that communicate strong narratives. If your digital strategy is heavily based on content marketing, or providing useful content to your readers, then it is important to have beautifully designed websites to attract a following.
• It depends on the industry. If you are selling a photography service, it would be great to have web pages to showcase your portfolio by images, and/or have a blog on that page to share stories and deep emotions related to photography.
• Having a web page is great when you don’t really know what to sell yet and are just starting out in the industry. This web page will then be a great tool to get you started and to allow you to explore and discover a niche before designing your unique sales funnel.

No, because…

• Having a landing page leads to higher conversion rates. If your aim is to drive sales to your business, then by all means use landing pages or page-less designs. Page-less designs convert better by default because the one page is the website. All “acts” are documented on that one landing page and can drive higher conversions with a simple and effortless call-to-action.
• Having a landing page can also lead to a more coherent story. People want to be moved by compelling stories. Having a landing page that is strategically structured to direct emotions will also lead to a stronger brand impression.
• Last but not least, a landing page forces you to focus, because all content on that one page must lead to reasons for people to click on the call-to-action. As such, landing pages by default forces the digital marketer to focus on copywriting.

Landing pages can be used to complement web pages.

You see, the point of having a landing page is to get your visitors to take one very specific action. All description on the page points to one specific call to action. Such as signing up for your company’s newsletter, purchasing a specific product or service, signing up for beta testing, or subscribing to an email list.

So it really depends on the goals of your business. If the goal of your business is, for example, to encourage a reader to appreciate culture AND to sell a book, then it will be good to have a website about the author’s biography, background and history, and a landing page that encourages the reader to buy the book.

Not all aspects of a company after all are about sales. Sometimes, companies want to talk about the vision and mission and greater purpose. And some other times, companies want to talk about their HR policies and corporate social responsibilities. All these can be done with a web page and not a landing page.

We hope you have enjoyed today’s post on landing pages and web pages!