Almost every schoolkid today knows how a landing page differs from other websites. But let's look at it in more detail.
Landing page: key characteristics
A landing page is built to attract visitors and create conditions in which they take a specific action: leave their contact details, book a service or download a program. The main feature of this type of page is that a one-page site can promote only one offer.
Other types of websites can have many pages or sections. They can include information about products, services and even company values, plus an online assistant or contact form. A landing page, by contrast, has a single purpose: to motivate the user to take an action that benefits you and your business. This can be a separate button or a form with fields to fill in.
One-page sites also differ in how they attract traffic. Regular websites can be found through search engines by typing a query — after promotion and optimisation. A one-page site is promoted mainly through search ads, the results marked "Sponsored". Without SEO, organic search traffic will be low.
A landing page should briefly tell the user about the company, product or service and its strengths. It's also worth stating the price and ordering terms. A one-page site is built so that nothing distracts the visitor. That's exactly what ensures high conversion.
How long it takes to build a landing page
A landing page is inexpensive and takes much less time to build than any other website. Your site will be ready in about 14 days, and you'll reach the results you need faster.
As a rule, a full landing page can be built in two weeks. It costs half as much as other websites.
You'll get your first visitors within hours of launching search ads. With a regular website promoted through SEO, you shouldn't expect first results for several months. That's a big difference. A landing page has no navigation, because all the information the customer needs is on one page. The menu is often designed so you can reach the information logically by scrolling down. But this can hurt conversion.
Everything on the page should be grouped so that users stay focused on the main goal. This applies to the design, every block and all the content — all so the visitor orders the product or service. The user's final destination is a button or form. Deciding whether to order a landing page or another type of website isn't easy, as each helps achieve a specific goal. It's important to understand what matters for your business. If you want to sell a service or product as quickly as possible, a one-page site is naturally the right choice.
If you need more of a brand website, it's better to choose other types. There you can include information about the company's advantages, philosophy and full product range. So before ordering a website, define your business priorities: higher conversion or greater customer loyalty.
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